blog: “I GOT A FEELING!”
Taking a Dual-Process, System 1-System 2 approach to branding can bring nothing but good to marketers. It can… Reveal new consumer insights that increase sales. Confirm that automatic and deliberated thoughts and feelings about brands are consistent and on strategy. Identify inconsistencies between automatic and deliberated thoughts and feelings about brands. Dual-Process, System 1, System 2, automatic, deliberated … Read more »
Today marketers and marketing researchers are interested in knowing what subconscious thoughts and feelings are driving purchase of their products and services. More technically referred to as nonconscious, implicit, or System 1 forces, we offer this “easy recipe” for conducting research that provides this information! Just follow the instructions below to prepare IE Pro YOU®‘s… SYSTEM 1 … Read more »
[Illustration from Du, S. and Martinez, A.M. (2015). Compound facial expressions of emotion: from basic research to clinical applications. Dialogues in Clinical Neuroscience – Vol 17 . No. 4.] These days, hundreds, if not thousands, of marketers are interested in exploring emotions. They understand that some form of affect — whether it’s physical sensations, emotions, … Read more »
applied behavioral insights in one minute or less!
Researchers found that a particular tint of … Read more »
Researchers found that because we process words phonologically when we read them (i.e., we silently repeat them to ourselves), words that are spelled differently, but pronounced the same — e.g., ‘bye’ and ‘buy’, known as “homophones” — are initially and automatically interpreted the same until cognitive resources are deployed to disentangle the similar meaning. Therefore, … Read more »
Researchers found that fear in the presence of a branded product can be a good thing, enhancing the degree to which one feels attached to the brand. Two conditions facilitated the brand attachment. First, consumers needed to have a need for affiliation; when this need was satisfied, the effect did not occur. Second, the effect … Read more »
Across four studies, and across a variety of product domains (e.g., food utensils, office supplies, and cookies), researchers found that promoting products with cute images of actual human infants (a.k.a., “kindchenschema”) was LESS EFFECTIVE in in producing desired consumer behavior than promoting products with “whimsically cute” images. Their research determined that the effect was due … Read more »
The Chameleon Effect happens when people unconsciously mimic others’ behavior to blend into social, including consumer/sales, situations. Research on mimicking shows that those being mimicked are more pro-social and act to help the mimicker achieve his or her goals, especially when those goals are made more evident. … Read more »
Across several studies, researchers found that scents were cognitively interpreted as warm (e.g., cinnamon) or cool (e.g., peppermint) and that such interpretations impacted purchasing of higher-end, premium products via social density and the need to restore power. Specifically, warm scents in retail environments led people to feel less powerful because such environments were perceived as … Read more »
This is legendary rock-star Eddie Money. Conceptually representing his last name (i.e., money) in brand or product promotions could impact sales. How? Researchers recently found that priming people with the concept of money made them focus on and value higher-order, primary features and benefits (like the primary sound quality of a clock radio) more than … Read more »
Researchers have recently found that counting down versus counting up in ways relevant to product usage (e.g., counting down from 25 to 1 versus counting up from 1 to 25 as exercise repetitions are performed with a hand gripper) results in (1) shorter perception of time using the product; (2) more positive perceptions of the … Read more »
Behavioral science has shown that how discounts are presented can increase their impact incidental to their actual dollar value. When horizontally “spacing out” regular and sale prices to be farther apart within the visual field, discount amounts were perceived to be 51% greater, values 31% greater, and purchase interest 11% greater for the discounted products. … Read more »
Research has recently confirmed that larger dinnerware (i.e., plates and bowls with larger diameters) implicitly increases the amount one will serve himself/herself and vice versa, even if one becomes aware of the effect. However, decreasing the color contrast between the dinnerware and the table can lessen, but not eliminate, the effect. … Read more »
Across several types of price negotiations (e.g., for jewelry, coffee vendors, textbook reselling, etc.), researchers found that when sellers or buyers initiated negotiations with more precise prices (e.g., $19 or $21) than round prices (e.g., $20), the recipients’ counter-offers were adjusted less in response to more precise initial offers. In other words, more precise initial … Read more »
Hidden within this picture are (among others) a shoe, a strawberry, a duck, a sailboat, and a fish. Much like the hidden or “incidental” placement of these objects in this picture, research has shown that repeatedly hiding brands within consumer environments – i.e., making them incidental and therefore below one’s conscious awareness – can actually … Read more »
presentations & articles
Measuring Implicit Associations with Non-Visual Sensory Stimuli: An Example Using Tropical Fragrances
(2016) This article was published in the NMSBA's Insights publication. It highlights a study we conducted that measured implicit associations with fragrances -- stimuli that are not commonly used in implicit measurement. The article demonstrates how implicit association measurement can help sensory product development by measuring implicit thoughts & feelings to stimuli other than visual -- i.e., smell, taste, haptics, and sound.
On The Importance of Emotions and Feelings in Consumer Behavior, Including Implicit Emotions and Feelings
(2016) Paul Conner and Lori Schwartz discuss this topic in a live podcast from IIEX.
(2014) Paul Conner discusses this topic at the Nonconscious Impact Measurement Forum (NIMF).
What Feelings are Driving Your Product’s Purchase? Measuring Implicit Associations in a Scalable, Reliable, Non-Neuro, Non-Biometric Way
(2014) Paul Conner discusses this topic in an Marketing Research Association (MRA) webinar. (Open and play the presentation as a PowerPoint file).
(2012) Published in Quirk's Marketing Research Review, this article defines and explains behavioral economics, which has taken marketing by storm. Three practical applications for behavioral economics effects are given.
(2011) Published in the World of Food Ingredients, and co-authored with Aaron Reid, this article defines emotions in the context of their neuro-chemical substrates, making the point that emotions are activated by many ingredients in the foods we eat. Marketing is directed to leverage emotions that are consistent with food ingredient activation.
Home is where the heart is: Resort community uses hypnosis to get in touch with buyers childhood emotions
(2010) Solicited and written by Matt Schroder, QRCA's Director of Communications, the article features our study with Innsbrook in which we used hypnosis-interviewing to help Innsbrook develop operations and marketing for new land they had purchased. It's a very nice explanation of how our hypnosis-interviewing works and how it can be used for operations and marketing insights.
(2013) Emotions can be discrete as they become more than "valence" (positive or negative) and "arousal" (intensity) phenomena. As cognitive appraisal and context enter into one's experience, discrete feelings — like pride, confidence, guilt, and disappointment — emerge. These are important to marketers and can be measured, including non consciously.
(2005) This lead article in QRCA Views explains what emotions and feelings are and why they are critical in understanding consumers. Furthermore, the article highlights five critical improvements that should be made to improve emotional consumer research toward better (i.e., more emotionally engaging) marketing.