Sadness and disgust among emotions that drive brand value, says biometric study
Words by Oliver McAteer for Campaign US
Septemper 23rd, 2019: Sadness sells, according to a new biometric study that measures the link between emotions in entertainment content and brand value.
The research, by AI-powered technology company Mirriad and applied neuroscience firm SPARK Neuro, drove significant value increases across all brands and products that were tested included potato chips, Lysol disinfectant wipes and Jeep Wrangler.
Mirriad CEO, Stephan Beringer, said: “This first-of-its-kind study is beneficial in understanding which emotions can drive brand value from viewers. Through our findings we understand exactly where to place brands in emotional context and how to take the impact of advertising in content even further. We’ve also created a comprehensive approach for content distributors and creators on how to best place brands to resonate with audiences.”
The study, split between two phases, explored the impact of emotions on consumers’ interest in different kinds of products and how much they were willing to pay for them. In the first phase of the study, 900 participants were tested online assessing the impact of eight emotions in content across different brand categories. Among others, the research revealed that sadness drove the highest valuation for the food & drink category (+17 percent); anticipation for the automotive category (+seven percent); and disgust for CPG/cleaning products (+22 percent).
Read the full article by Campaign here