Emotion: The Key to Solving the Puzzle.

AdSAM® Research

AdSAM® has conducted hundreds of studies for its clients and a similar number of academic studies. The primary purpose of emotional response research is to gain a better understanding of the impact emotions have on decision making and to predict future behavior.

Below is a study summary showing the relationship of emotional response to purchase intent and brand interest in response to television advertising.

Emotional Response and Purchase Intent©

Factor/Regression Analysis of 5 Commercial Campaigns

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

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.

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

 


 

Example Findings
 
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.    Global Emotional Response Research: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.    Medical diagnosis: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:In both the US and overseas, customer and employee satisfaction 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.