In the last few years, we have learned a great deal about emotional responses from a wide variety of AdSAM® studies all around the globe. These studies have varied in subject from disposable consumables to medical necessities. The participants also have been widely varied, including teenagers, business owners and physicians. All of these participants have expressed their emotional responses in qualitative and quantitative studies that have taught us about similarity and differences in cultures. Here are some of our findings:
1. While responses to executions such as television commercials or medical treatment protocols often vary greatly from country to country, responses to brands, company identity or product use experiences are fairly consistent across countries. In addition, consumer responses to an actual use experiences were compared to memories of using the product. The results were quite similar across countries. These tests were part of commissioned marketing research and not laboratory experiences.
2. When patients and professionals were asked to consider treatment using physical intervention, as expected, most considered the idea unpleasant. But the level of arousal and dominance within groups suggested that these treatments may be viable. Several studies have shown that dominance plays an important diagnostic role when the research involves real rather than vicarious experiences. In some cases, dominance may be the most significant diagnostic tool.
3. Customer and employee satisfaction both in the US and overseas have shown strong and significant relationship between company and department traits and ratings of attributes. In fact, emotional responses to the company attributes, feelings about the company and the executives and perceptions about the company image correlate to point to drivers of the overall feelings about the company.
In addition to these findings, several academic studies have been conducted. See Published Research for details.