Using Faces: Measuring Emotional Engagement for Early Stage Creative

by Orlando Wood

This paper 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:

i. Emotions drive everything we do, so absence of emotion results in inaction.

ii. The right emotion will produce the desired action – happiness for commercial ends; fear, anger, disgust for social ends.

iii. Advert understanding and the propensity for attitude change is determined by the emotional trigger (reflective or autonomic) and cognitive post-processing of the emotion.


Comentario: Este paper ganó el premio a "Best Methodological Paper" en el Congreso Anual de Esomar en Berlin (2007).

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