Abstract:

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.