Using faces
Measuring emotional engagement for early stage creative

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Author(s): Orlando Wood
Collection: Congress 2007 - Excellence - Celebrating 60 years
Keywords: Neuroscientific Techniques

ESOMAR Best Paper Award 2007/2008
ESOMAR Congress 2007 Award Winner - Best Methodological Paper
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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.



Date of publication: 19.09.2007
ISBN: 92-831-0208-8
Order Code: CON07_26
Number of pages: 29

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