Breakthrough New Study

New Thoughts on Measuring Emotional Response to Advertising

January January 20, 20, 2006 2006

Why Why we’re we’re doing doing this… this…

What do you think about the industry’s ability to measure consumers’ emotional response to advertising? We think it’s time to do something

very different … time for a new direction

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Why Now?

Why Why now… now…

There’s been no wide scale, significant innovation in copy testing and tracking (except maybe data collection methods) For the most part,

in 50 years

2

Why Why now… now…

We rely on survey data that ask people their opinions of advertising We use questions that invite people to recall things they have no reason to remember We evaluate success using metrics whose origins can be tracked back to the early

part of the 20th century

Heath, Hyder, Hyder, Intn’l Journal of Market Research Vol 47 Issue 5

Why Why now… now…

As a result, a lot of advertising has become

Risk-averse Normative Predictable

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Why Why now… now…

It’s possible the industry’s left-brain bias is inhibiting the intuitive and

creative side of advertising and brand communication

Hall, On Measuring the Power of Communication

Why Why now… now…

Time to capture learning from neuroscience and

psychophysiology

… low-attention processing … emotion … implicit memory … working memory … neural networks

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Why Why now… now…

Our copy evaluation measures are robust and plentiful, but primarily

cognitive reflective

Why Why now… now…

We’ve built testing systems on “accepted” models of how advertising works

absorb

consider

do

AIDA and other simple, hierarchical Cognitive Models

We’re expecting consumers to think too much!

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Why Why now… now…

Turns out … people feel more than think And feelings are

spontaneous unconscious

non-verbal non-static

circuitous

Why Why now… now…

New research shows feelings and emotion come before thought and that emotional response can be created even when we have

no awareness of the stimuli that caused them

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Why Why now… now…

All of this suggests the industry needs

new measures to capture unconscious thought, recognition of symbols and metaphors … Not filtered through cognitive thought

Introducing the

AAAA/ARF Emotional Response to Advertising Study

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Multi-phase exploration of theories methodologies and innovations in emotional response to advertising

What’s What’s the the plan? plan?

The Plan Phase I

White Paper

Phase II

Study of Beer Ads

Phase II

Beyond Beer Study

Phase III

Explore Co-Creation

Phase IV

Behavioral Validation

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Who Who are are the the players? players?

The AAAA/ARF Advisory Committee FCB, JWT, McCann, P&G, Olson Zaltman Associates, Center for Emotional Marketing, AAAA, ARF

Who Who are are the the players? players?

Research Partners AdSam, Ameritest, Answerstream, Consumer Works, Gallup & Robinson, InnerResponse, Ipsos-ASI, MSW, Olson Zaltman, TNS, Verse

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The The plan… plan…

Phase I Investigate current thinking on how the mind works, the relative roles of emotion and rational thought, and how the sub-conscious and conscious minds interact

Phase Phase II … … How How the the Mind Mind Works Works

What is Thought? Technically, it’s an activation of a set of neurons

White Paper, Zaltman

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What is Thought? Thoughts occur initially without awareness and most remain unconscious even though they may influence our behavior

White Paper, Zaltman

What is Emotion? An unconscious positive or negative reaction to a stimulus that’s accompanied by a subjective and conscious feeling Involve biochemical changes in multiple areas of the body, including the brain White Paper, Zaltman

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Phase Phase II … … How How the the Mind Mind Works Works

So What? We’ve clearly exaggerated the role of conscious thought in consumer behavior It’s really a “messy stew” of memories, emotions, thoughts and other processes we’re not aware of or that we can’t articulate

Phase Phase II … … How How the the Mind Mind Works Works

So What? It’s time to get going! It’s time to do more than just talk about incorporating this new science into our research practices

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Phase Phase IIII … …

Phase II Quantitative test of actual ads using a

spectrum of different research approaches to uncover unconscious and conscious emotional response Biometric Archetypal Association Emotional Icons

The The approaches approaches

AdSam Verbal data based on question & answer, plus visual icons of faces showing emotion Ameritest Verbal data based on question & answer, plus visual sorts and emotional measurement of key executional frames AnswerStream Physiological data (heart rate and skin conduction) Gallup & Robinson Physiological data (changes in facial muscle changes), plus verbal data based on question & answer MSW Research Verbal data based on questions & answers about feelings & motivations, plus frameby-frame emotional valence responses TNS Verbal data based on questions & answers about feelings & motivations, plus visual archetypal associations

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The The approaches approaches

Cognitive

Sub-Conscious

Visual

AnswerStream

Visual

AdSam TNS Ameritest

Gallup & Robinson

MSW Research

Verbal

Verbal Cognitive

Sub-Conscious

Sample: 21-35 year old males who drink beer at least once in a typical week

The The approach approach

Four successful beer commercials selected because they represent different selling approaches Hypothesis: storytelling ads create more emotional response than rational productcentric ads

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The The work work we we tested… tested…

“Whassup” :60

“Locker Room” :30

“The Weasel” :30

“Each Hand/Great Taste” 2X :15

The The work work we we tested… tested…

Let’s see the work

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Top Top 66 Learnings… Learnings… Phase II Learning

1. As complex as emotion is to measure, patterns suggest that different approaches pick up different types

of emotion

Top Top 66 Learnings… Learnings… Phase II Learning

1. More Verbal & Conscious MSW AdSam TNS Ameritest Gallup & Robinson AnswerStream More Visual & SubConscious

Relative Emotive Rankings Budweiser "Whassup" :60 3 2 3 1 1 1

Bud Light "Locker Room" :30 1 1 2 3 2 3

Heineken "Weasel" :30 2 3 1 2 3 2

Miller Lite "Each Hand" 2 :15's 4 4 4 4 4 4

Everyone Agrees

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Top Top 66 Learnings… Learnings… Phase II Learning

1. “Is this an emotional ad or a rational ad?” is the wrong question to ask

All good advertising has an emotional component present to some degree

Emotion & Cognition are far more intertwined than we thought

Top Top 66 Learnings… Learnings… Phase II Learning

1.

Heart Rate 0.1

0.0

Budweiser

Miller Lite “Each Hand”

“Whassup”

Pleasure

-0.1

-0.2

Bud Light

-0.3

“Locker Room”

Heineken

-0.4

“Weasel” -0.5 0.40

0.45

0.50

0.55

Skin Conductance Source: AnswerStream

Interest / Involvement

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Top Top 66 Learnings… Learnings… Phase II Learning

2. Don’t focus on whether or not the ad has emotional content, rather on whether the ad engenders an

emotional response

Top Top 66 Learnings… Learnings… Phase II Learning

2. Low (relatively), but certainly Detectable

Source: Gallup & Robinson

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Top Top 66 Learnings… Learnings… Phase II Learning

3. …and among whom it engenders an emotional response

Top Top 66 Learnings… Learnings… Phase II Learning

3.

Source: MSW Research

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Top Top 66 Learnings… Learnings… Phase II Learning

4. Emotion involves and motivates and can transfer positive perceptions

to the brand

Top Top 66 Learnings… Learnings… Phase II Learning

4.

Conversion = (Motivation / Total Involvement) Conversion:

58%

46%

48%

66%

36%

33%

36%

35%

100%

80%

53%

62%

71%

60%

26%

75%

38%

40%

20%

37%

17%

39% 46%

29%

23%

Bud Light

Heineken

0%

Budweiser

No Effect

Involved Only

Miller

Involved & Motivated

Source: TNS

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Top Top 66 Learnings… Learnings… Phase II Learning

4.

Arousal

Bud Lite “Locker Room”

BRAND After Viewing

Feeling about AD

BRAND Before Viewing

Pleasure Source: AdSam

Top Top 66 Learnings… Learnings… Phase II Learning

5. The dynamics of engagement

ebbs and flows but the best ads

peak or attract attention at key branding moments

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Top Top 66 Learnings… Learnings… Phase II Learning

5.

100 Positive Emotion Top 2 Box Negative Emotion Bottom 2 Box

75

+ 50

+

Brand

25

0 1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

Picture Number

Source: Ameritest

Top Top 66 Learnings… Learnings… Phase II Learning

5. 7

MSW Attention Trak

6.5 6

Brand

5.5 5 4.5 4 3.5

30

28

26

24

22

20

18

16

14

12

10

8

6

4

2

0

3

Source: MSW Research

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Top Top 66 Learnings… Learnings… Phase II Learning

6. There’s no linear, step-wise or hierarchical model of involvement It’s all too complex for that.

Top Top 66 Learnings… Learnings… Phase II Learning

6.

Source: Gallup & Robinson

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Phase Phase IIb IIb Data Data Sharing Sharing

Phase IIb An expanded study of 34 commercials across 14 product categories All demonstrated in-market success Findings due by year end 2005

Phase Phase IIb IIb Data Data Sharing Sharing

Phase IIb Early Data Sharing

Coffee Airlines Automotive Credit Cards

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Phase Phase IIb IIb Data Data Sharing Sharing

Coffee

Inner Response, Inc.

Phase Phase IIb IIb Data Data Sharing Sharing

Coffee • Folgers – Story built around the central character; women identify with her – Stronger response, more motivating – Music and chord changes may drive emotional response

• Maxwell House – Voiceover and lyrics may be competing – No opportunity to identify with central characters

InnerResponse

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Phase Phase IIb IIb Data Data Sharing Sharing

Maxwell House Maxwell House, 30 Movers 1st Viewing Blue, 2nd Viewing Pink 109 108 107 106

104 103 102 101 100

Product message

99

Great start, but story interest declines

98 97 96 0

1

2

3

4

5

6

7

8

9

10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Seconds

InnerResponse

Phase Phase IIb IIb Data Data Sharing Sharing

Folgers Folgers, 30 Movers 1st Viewing Blue, 2nd Viewing Pink 106

105

104

103 Involvment Level

Involvment Level

105

102

Finishes with a flourish

101

Steady Involvement

100

Tag 99

98

97 0

1

2

3

4

5

6

7

8

9

10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Seconds

InnerResponse

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Phase Phase IIb IIb Data Data Sharing Sharing

Airlines

Phase Phase IIb IIb Data Data Sharing Sharing

Airlines Two good ads generating extremely different responses Very different functional, identity and emotional needs being addressed and met in these spots

TNS

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Phase Phase IIb IIb Data Data Sharing Sharing

Ad Effect Southwest is More Motivating Base = total interviews per ad

Motivated

Southwest

United

(n=154) (a)

(n=151) (b)

bc

56%

Norm

38% 80%

Involved Only

23%

34%

No Effect

18%

26%

55% a

72%

72%

18% 24%

a

TNS

Phase Phase IIb IIb Data Data Sharing Sharing

Ad Image – Very Different Southwest Upbeat, carefree and spontaneous

A sense of belonging, friendly, approachable, sociable Warm, secure, peaceful and relaxed

Strong, daring, action and bold Status, power, confidence and importance Intelligent, in control and on top of things

United TNS

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Phase Phase IIb IIb Data Data Sharing Sharing

United Ad and the Needs of the Non-Motivated Attributes Wanted and Seen Attributes Seen but Not Wanted

Anticipate & meet needs Flight schedules suit needs

Comfort seating

Professional

Friendly cabin crew For business travelers Mature

On-time arrival & departure

Efficient & timely check in

For everybody

Ambitious, successful

Responsible, level headed

Intelligent, thinking

Organized, efficient

Fair & consistent pricing Special pricing deals

Dial up

Reinforce

Sophisticated, stylish

Good value for money Relaxed, Confident, self-assured Practical, contented down-to-earth In control, on Competent, Friendly, top of things knowledgeable sociable Calm, Secure, Easy going, peaceful protected relaxed Sensible, responsible

Comforted, soothed

Dial down

Product

Attributes Wanted but Not Seen

Image

Personality

Feeling

TNS

Phase Phase IIb IIb Data Data Sharing Sharing

Southwest Ad and the Needs of the Non-Motivated Attributes Seen but Not Wanted

Attributes Wanted and Seen Special pricing deals

Fair & consistent pricing For everybody

Good value for money

For leisure travelers Practical, down-to-earth

On-time arrive & departs

Reinforce

Easy going, relaxed Carefree, fun loving

Sensible, responsible

Friendly, sociable

Dial down Free & easy Unwinding, letting go Happy, joyful

Product

TNS

Product

Image

Responsible, level headed Organized, efficient

For business travelers Professional

Dial up

Intelligent, thinking Focused, controlled

Like to be different Spontaneous, playful

Attributes Wanted but Not Seen

Flight schedules suit needs Appeal freq. flier incentives

Ambitious, successful

Relaxed, contented Competent, knowledgeable Confident, selfassured Rewarded, recognized In control, on top of things

Personality

Feeling

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Phase Phase IIb IIb Data Data Sharing Sharing

Automotive

Phase Phase IIb IIb Data Data Sharing Sharing

Toyota elicits more emotional response than Ford 0.2

Pleasure/Displeasure

0.1

MasterCardHappy

Century Tel Verizon Chimps

0 -0.1 -0.2

Capital One

MasterCardBaseball

Cingular

-0.3 -0.4 0.15

Toyota

Ford 0.2

0.25

0.3

Interest/Involvement Answerstream

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Phase Phase IIb IIb Data Data Sharing Sharing

Very Different Interest Traces Toyota

Ford

Pleasure/

Interest/

Displeasure

Involvement

Interest peaks at key brand moments

Pleasure/

Interest/

Displeasure

Involvement

Interest declines throughout the ad

Answerstream

Phase Phase IIb IIb Data Data Sharing Sharing

Credit Cards

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Phase Phase IIb IIb Data Data Sharing Sharing

Master Card “Happy” Generates Strongest Response 0.2

Pleasure/Displeasure

0.1

MasterCard Happy

Century Tel Jaguar

0

Mitsubishi

Capital One

-0.1 -0.2

Cingular

MasterCard Baseball

Verizon Chimps

Toyota

Maxima

-0.3

Ford

-0.4 0.15

0.2 0.25 Interest/Involvement

Answerstream

0.3

Phase Phase IIb IIb Data Data Sharing Sharing

2 Very Different MC Ads “Happy”

“Baseball”

Pleasure/

Interest/

Pleasure/

Interest/

Displeasure

Involvement

Displeasure

Involvement

Interest high, but not sustained

Consistent patterns, but low levels

Answerstream

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Phase Phase IIb IIb Data Data Sharing Sharing

Capital One Generates Less Emotional Response “Capital One”

Pleasure/

Interest/

Displeasure

Involvement

This ad is more interesting but less enjoyable in the middle.

Answerstream

Phase Phase IIb IIb Data Data Sharing Sharing

Baseball “Redoux”

MasterCardHappy

Century Tel

Pleasure/Displeasure

Jaguar Mitsubishi Capital One

Cingular

MasterCardBaseball

Verizon Chimps

Baseball 2001

Toyota Re-weighted Baseball 2005

Maxima

Ford

Interest/Involvement Answerstream

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Beverages and PSAs • Tested 2 Commercials and 1 PSA’s –Evian Teacher –Coke

Beverages, PSA fMRI

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Specially designed MRI machine with TV monitor

Commercial Exposure versus AdSAM Scoring

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Findings - Consistent pattern of brain activation • Almost constant visual response (in primary visual cortex) during the period when the subject was watching the stimuli

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Brain activation for Commercials and PSA • In the medial Prefrontal Cortex (mPFC) , which has been implicated in emotion evaluation and inhibition, the brain activation is much stronger for both Commercials, compared to the PSA • Coke evoked the highest activation in mPFC while the visual cortex did not show difference

Where Where Next? Next?

Conclusions Storytelling may provide more engagement than product-centric ads - create emotional relevance and identification Product ads, however, are not devoid of emotional response Emotional responses that do not translate into motivation are not effective

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What What Next? Next?

At the conclusion of the study, AIDA model of involvement will be put to bed The new model of advertising effectiveness will be about

engagement enjoyment enrichment of brand meaning motivation

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