By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    predictive analytics in dropshipping
    Predictive Analytics Helps New Dropshipping Businesses Thrive
    12 Min Read
    data-driven approach in healthcare
    The Importance of Data-Driven Approaches to Improving Healthcare in Rural Areas
    6 Min Read
    analytics for tax compliance
    Analytics Changes the Calculus of Business Tax Compliance
    8 Min Read
    big data analytics in gaming
    The Role of Big Data Analytics in Gaming
    10 Min Read
    analyst,women,looking,at,kpi,data,on,computer,screen
    Promising Benefits of Predictive Analytics in Asset Management
    11 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: How to Measure Emotions in Branding and Advertising Research
Share
Notification Show More
Latest News
ai digital marketing tools
Top Five AI-Driven Digital Marketing Tools in 2023
Artificial Intelligence
ai-generated content
Is AI-Generated Content a Net Positive for Businesses?
Artificial Intelligence
predictive analytics in dropshipping
Predictive Analytics Helps New Dropshipping Businesses Thrive
Predictive Analytics
cloud data security in 2023
Top Tools for Your Cloud Data Security Stack in 2023
Cloud Computing
become a data scientist
Boosting Your Chances for Landing a Job as a Data Scientist
Jobs
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > CRM > How to Measure Emotions in Branding and Advertising Research
Business IntelligenceCRMData MiningPredictive Analytics

How to Measure Emotions in Branding and Advertising Research

TomAnderson
Last updated: 2008/11/23 at 3:12 PM
TomAnderson
5 Min Read
SHARE

Today I thought I’d continue my discussion (from last month) with one of our psychology experts, Holly Morrell.
TOM: Holly, a lot of our clients are interested in measuring psychological attributes or emotion within their ads etc. How can we measure emotions?
 
HOLLY: Emotions influence consumers’ decisions about which products or services to purchase, a fact that […]

Today I thought I’d continue my discussion (from last month) with one of our psychology experts, Holly Morrell.

TOM: Holly, a lot of our clients are interested in measuring psychological attributes or emotion within their ads etc. How can we measure emotions?

More Read

ai digital marketing tools

Top Five AI-Driven Digital Marketing Tools in 2023

Is AI-Generated Content a Net Positive for Businesses?
Predictive Analytics Helps New Dropshipping Businesses Thrive
Combat AI-Powered Threats with Cybersecurity Simulations & Other Practices
Utilizing Data to Discover Shortcomings Within Your Business Model

 Anderson Analytics - Holly Morrell

HOLLY: Emotions influence consumers’ decisions about which products or services to purchase, a fact that highlights the importance of understanding how consumers respond to your product on an emotional level. So, how do we measure their emotional responses? There are a variety of ways that range from the very simple to the more elaborate. You can simply present a consumer panel with your product or your advertisement and ask them to rate various emotions on a scale from 0 to 10. This type of measurement is quick and informative, and has been used successfully in psychological studies for decades. For example:

Please rate your level of on a scale from 0 (not at all) to 10 (the most you have ever been).

You could get a bit more elaborate and use any of a wide variety of commonly used and validated questionnaires, such as the Profile of Mood States (POMS). The POMS contains sixty-five adjectives that describe a series of mood states. Respondents rate the degree to which they have experienced each mood state on a 5-point scale ranging from 0 (not at all) to 4 (extremely). The POMS has seven subscales, including Tension-Anxiety, Depression-Dejection, Anger-Hostility, Vigor-Activity, Fatigue-Inertia, and Confusion-Bewilderment (Boyle, 1987; McNair et al., 1971). This is a pretty long questionnaire, but there are shorter ones out there if you do not want to burden your panelists too much. The advantage of these types of questionnaires is that they give you more comprehensive information about your consumers’ emotional states than single-item measures.

A particularly useful way to tap into consumers’ emotional response to your product and marketing strategy is to hold a standard focus group, and then ask participants open-ended questions about their gut reactions. In this case, group members will write about their response to your product or advertisement in paragraph style. Then, their responses can be subjected to a more sophisticated and complex form of evaluation: text analysis. The great thing about text analysis is that you can identify, quantify, and describe participants’ use of emotion words, and then interpret these responses in the context of psychological theories of emotion. Of course, it takes a trained psychologist to do this, but the benefits of knowing how consumers are likely to be affected by your product or advertisement, and of then being able to tailor your marketing strategy accordingly, are invaluable.

These examples give a brief introduction to just a few of the many ways in which emotions can measured in the marketing arena. There are a multitude of additional options, which can be selected to meet one’s specific needs. For example, you may be working under serious time, financial, or space constraints; or you may only want to target one specific emotion. At the end of the day, you can say how strongly your panelists experience various emotional states of interest, in comparison to each other, which will ultimately help you to determine how large segments of the general public are likely to respond to your product or advertising strategy.

TOM: Thanks Holly, I agree, I think utilizing text analytics to measure emotion is much more interesting and better than asking a battery of psychographic questions.

Link to original postTom H. C. Anderson – Anderson Analytics

TomAnderson November 23, 2008
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

ai digital marketing tools
Top Five AI-Driven Digital Marketing Tools in 2023
Artificial Intelligence
ai-generated content
Is AI-Generated Content a Net Positive for Businesses?
Artificial Intelligence
predictive analytics in dropshipping
Predictive Analytics Helps New Dropshipping Businesses Thrive
Predictive Analytics
cloud data security in 2023
Top Tools for Your Cloud Data Security Stack in 2023
Cloud Computing

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

Sign Up for Our Newsletter

Subscribe to our newsletter to get our newest articles instantly!

[mc4wp_form id=”1616″]

You Might also Like

ai digital marketing tools
Artificial Intelligence

Top Five AI-Driven Digital Marketing Tools in 2023

6 Min Read
ai-generated content
Artificial Intelligence

Is AI-Generated Content a Net Positive for Businesses?

5 Min Read
predictive analytics in dropshipping
Predictive Analytics

Predictive Analytics Helps New Dropshipping Businesses Thrive

12 Min Read
cybersecurity simulations
Artificial IntelligenceExclusiveITSecurity

Combat AI-Powered Threats with Cybersecurity Simulations & Other Practices

7 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

data-driven web design
5 Great Tips for Using Data Analytics for Website UX
Big Data
AI and chatbots
Chatbots and SEO: How Can Chatbots Improve Your SEO Ranking?
Artificial Intelligence Chatbots Exclusive

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?