Sadness, romance, or disgust? Research puts brands in emotional context

Consumers are getting used to seeing brands injected into entertainment, from movies to video games to playlists. So it was just a matter of time before someone tried to link the mood of a given scene to its impact on brand perception.

The verdict? Sadness sells, and disgust is surprisingly motivating, says Stephan Beringer, CEO of Mirriad, a computer vision and AI-powered technology company.

A study Mirriad did in partnership with Spark Neuro, an applied neuroscience firm, measured the impact of emotions generated by entertainment content on brand value. It looked at products that included potato chips, Lysol disinfectant wipes and Jeep Wrangler.

Beringer tells Marketing Daily this research is important because it builds on the basics. “We already know a lot from contextual analysis. We wouldn’t put a bottle of beer or jar of baby food on a conference room table, for instance. And we can also predict where people’s eyes will go in any given scene.”

Read the full article by MediaPost here.