This presentation outlines what led to the construction of our emotional measurement technique, and the psychological theory underpinning it. It describes some important new findings for the measurement of emotion in advertising: Emotions drive everything we do, so absence of emotion results in inaction; the right emotion will produce the desired action happiness for commercial ends; fear, anger, disgust for social ends; and advert understanding and the propensity for attitude change is determined by the emotional trigger (reflective or autonomic) and cognitive post-processing of the emotion.
The truth is out there
Catalogue: Congress 2016: #WOW
Authors: Julie Knox, Andy Lack, Tom Vannozzi, Luke Mantell
Company: Jigsaw Research
September 22, 2016
Redefining active listening
Catalogue: Asia Pacific 2019
Authors: Mannon Wong, Roland Leung, Mary Li
May 22, 2019
Imagine that we can test imagination!
Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Rafal Ohme, Cristina De BalanzÃ³, Henk Eising
Company: KANTAR TNS Malaysia
March 26, 2012
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