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Research papers

The power of emotions

A theoretical framework exploring the importance of Multisensory strategies as the entrance to the consumer's mind and heart in order to create an emotional relationship between a brand and the client. How could a company create real emotions that...

Catalogue: Latin America 2008
Author: Karla Barajas Portas
May 13, 2008
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Citation

Portas, K. B. (2008a, May 13). The power of emotions. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-power-of-emotions


Research papers

Of heads and hearts and cultures apart!

Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication effectiveness for the Indian market by sensitivity to key...

Catalogue: Asia Pacific 2008
Authors: Sangeeta Gupta, Ranjan Samanta
Company: PepsiCo
April 9, 2008
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Citation

Gupta and Samanta (2008a, April 09). Of heads and hearts and cultures apart!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/of-heads-and-hearts-and-cultures-apart-


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 27, 2024, from


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


Research papers

Horse and carriage, moonlight and roses, sun and surf?

This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK .This ad campaign promoted a Golden Jubilee competition run by Surf. The issue being addressed was the extent to...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print
Authors: Peter Cooper, Neil Sharman, John S. Pawle
Company: QRi Consulting Ltd.
June 19, 2003
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Citation

Cooper, Sharman and Pawle (2003a, June 19). Horse and carriage, moonlight and roses, sun and surf? . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/horse-and-carriage-moonlight-and-roses-sun-and-surf-


Research papers

Association technique and jingle analysis

This paper presents an approach to symbolic jingle analysis. The technique is based on the concept that music plays an important part in deciding the emotional charge of an advertising message, not only reinforcing it but also giving it an exclusive...

Catalogue: ESOMAR Congress 1989
Authors: Alessandro Paris, Ivana Ventura, Laura Frontori
September 1, 1989
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Citation

Paris, Ventura and Frontori (1989a, September 01). Association technique and jingle analysis. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/association-technique-and-jingle-analysis


Research papers

Recent developments in the study of perception

Sensory perception of smell and taste treated in a broad sense, including aspects like memory and emotion, is discussed from a point of view that takes practical application in the field of market research into account. Sensory perception of smell...

Catalogue: Seminar 1989: Research For Flavours And Fragrances
Author: E. P. Köster
June 15, 1989
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Citation

Köster, E. P. (1989a, June 15). Recent developments in the study of perception. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/recent-developments-in-the-study-of-perception


Research papers

Researching the subconscious effects of advertising

The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Heather Mulholland
June 15, 1985
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Citation

Mulholland, H. (1985a, June 15). Researching the subconscious effects of advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/researching-the-subconscious-effects-of-advertising