Driving brand value with emotional intelligence in content Neuroanalytics study examining the impact of emotions in entertainment content on brand value by
Behavioral economics valuation task
900 people were tested online assessing the impact of eight emotions in content across three brand categories (CPG, Auto, Food & Drink). A remote purchasing task was performed to determine brand value before and after participants were exposed to the content.
Joy | Sadness | Amusement | Anticipation | Fear | Disgust | Nostalgia | Romance
Different emotions impact brand value depending on brand category, with multiple emotions showing positive lifts per category
(Orange juice) (Pick-up truck) (Disinfectant wipes)
Amusement Amusement +3.3% Amusement
Anticipation +11% Anticipation +7% Anticipation +11%
Disgust Disgust Disgust +22%
Fear Fear Fear
Joy Joy Joy +16%
Nostalgia Nostalgia +3.3% Nostalgia
Romance Romance Romance
Sadness +17% Sadness Sadness +11%
$ 3 3.5 4 4.5 5 5.5 $ 25k 27k 29k 31k $ 3 3.5 4 4.5 5 5.5 Neuroanalytics lab study
Taking the emotions with the highest lift from Phase 1, 50 participants viewed content with product and signage ads inserted in content sparking those emotions.
Electroencephalography fNIRS Facial Galvanic Skin Eye Tracking SIM Surveys Interviews (EEG) Coding Response (GSR)
Attention Emotional Intensity Qualitative and Quantitative Data A scale of viewer distraction A scale of viewer emotion To help understand how viewers to viewer focus. from calm to excited. rationalize their experience.
Participants exposed to emotional scenes with brand insertions in the the ‘emotional carryover’ effect. This effect was more pronounced for those in the $100K+ income bracket.
+27% 0-50K 50-100K 100K+ +6% +22% 35%
30%
25%
$5.97 $7.21 $34,676 15% 33% 28% 28% 23% 24% 10% $4.69 $32,778 $5.91 16% 17%
Increase after emotional induction 5% 4% 5%
Potato chips Potato chips brand brand
Over the course of the study, 950 people were tested from varying income levels. The combination of targeted emotional scenes paired with product
each of the brand categories tested.