Emotion: The Key to Solving the Puzzle.

Predictive Behavior

Below is a study showing the relationship of Emotional Response to Purchase Intent / Brand Interest.

Emotional Response and Purchase Intent©
Factor/Regression Analysis of a 5 Commercial Campaigns

  • This independent research conducted by Advantis Marketing Research shows a robust link between buying intentions and AdSAM® dimensions of emotional response.

  • Key Finding: Emotional response to television advertisements accounted for 71% of predictability toward purchase intent.

  • Method:

    • A sample of 548 US respondents were randomly assigned into 8 treatment cells and exposed to four advertising storyboards for a soft drink.

    • Following first exposure, respondents were asked if their likelihood of buying the product had decreased, stayed the same or increased as measured on a [- 4, + 4] ordinal scale.