In order to remain relevant and rapidly advance human knowledge on the drivers of behavior, the industry must take a deeper look at the scientific literature on quantifying emotionally expressive behavior and think critically about its potential for providing answers to our business questions.
Author: Aaron Reid
Ph.D. Founder & CEO, Sentient Decision Science
Google’s Loretta ad was emotional but was it a winner at the Super Bowl?
Can negative emotions be effective in advertising? Sentient looks at Mint Mobile’s “Chunky Style Milk”.
Does an ad that evokes negative emotion while consumers are watching influence perceptions of the brand after they’re done watching?