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Research papers

Measuring emotion in brand communication

The main purpose of this paper is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contribution to innovation?The authors...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Peter Cooper, John S. Pawle
Company: QRi Consulting Ltd.
February 27, 2005
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Citation

Cooper and Pawle (2005a, February 27). Measuring emotion in brand communication. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/measuring-emotion-in-brand-communication


Research papers

The stimulation of the right side of the brain in market and brand image research

This text is based on the double brain theory and its importance in the research about brand image. After having developed the role of the image in marketing and communication, several techniques are revealed. The accent is put on the exploitation of...

Catalogue: ESOMAR Congress 1987
Author: Hubert Jaoui
September 1, 1987
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Citation

Jaoui, H. (1987a, September 01). The stimulation of the right side of the brain in market and brand image research. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/the-stimulation-of-the-right-side-of-the-brain-in-market-and-brand-image-research


Research papers

Hynopsis-derived techniques in market research

The authors present a new technique for conducting motivational research - known as "Relaxation Technique" (R.T.) - the theoretic assumptions of which are based on research into hypnosis and the states of consciousness it induces. After specifying...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Pranco Barbero, Graziella Messina
June 15, 1984
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Citation

Barbero and Messina (1984a, June 15). Hynopsis-derived techniques in market research. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/hynopsis-derived-techniques-in-market-research


Research papers

Models and myths of brain lateralization

We review this work and identify what we feel is a reasonable stance in generalizing to normal people. Then we address a key issue underlying marketers' interpretations of hemispheric lateralization phenomena. Specifically, we are interested in...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Niels Erik Lundsgaard, Flemming Hansen, Jerry C. Olson, William J. Ray
June 15, 1984
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Citation

Lundsgaard, Hansen, Olson and Ray (1984a, June 15). Models and myths of brain lateralization. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/models-and-myths-of-brain-lateralization