Blog posts on human emotion & motivation by Sentient Decision Science, a global leader in implicit research.
At Sentient, we examine consumer associations with brands, including corporate and product brands as well as the brands of individual people. For example, Sentient used the Automatic Brand Association (ABA) methodology to reveal voters’ associations with presidential candidates before the 2008 election. The unconscious positive and negative associations with an individual’s brand has an impact […]
While consumer confidence is showing signs of an uptick, retailers are remaining cautiously optimistic for a decent holiday season. The National Retail Federation has projected holiday sales (sales made during November and December) will fall by a modest 1% this year. Clearly a projection in the upward direction would be preferable, but in these times, […]
While brand name products in the healthcare realm seem to be losing ground to their generic counterparts, Pepto Bismol has added 0.7 market share points in its original formula and 2.5 market share points in stomach remedy tablets despite being priced approximately 60% more than private label products (source: Advertising Age). While Pepto Bismol brand […]
Humans have a love/hate relationship with emotion. Sometimes our “emotions get the best of us”, and sometimes we’re supposed to “play with passion”. Sometimes we’re supposed to “listen to our heart” and sometimes we’re supposed to “not let our heart cloud our mind.” Emotions lead us to the most enthralling moments of our life, and […]
Television commercials. Product placement. Celebrity branding. Digital signage. Mobile advertising. Flash dances?? Yep. A flash dance is just that: marketing. A very effective and contagious form of marketing, to say the least. If you are not familiar with flash dances, then first go watch “The T-Mobile Dance” that took place in London’s Liverpool train station […]