Abstract:

It is increasingly recognised that emotional reactions drive advertising effectiveness. Yet, in Asia, use of scientific measurement techniques to assess such reactions has been limited. We report on a study of TV ads across 5 Asian markets utilising 3D Facial Imaging technology. This method directly records human emotions from facial expressions and can be applied to better measure response to marketing stimuli in a manner that enhances traditional surveys. Focusing on Vietnam, but with comparisons to other Asian markets, the presentation relates emotional response to intended purchase and recommendation, demonstrating that facial imaging methods provide unique insights into how Asians are reacting to current TV advertising.