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Paul Conner
Paul Conner

Automated PowerPoint presentation covers how to measure implicit (i.e., automatic, nonconscious, 'System 1') feelings that impact purchase of products, brands, etc.

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IE PRO? Technology Click to begin This presentation C WHAT FEELINGS ARE DRIVING YOUR PRODUCTS PURCHASE: Measuring Implicit Emotional Associations in a Scalable, Reliable, Non-Neuro, Non-Biometric Way C was delivered as an MRA Webinar on July 30, 2014, by Paul Conner, CEO of Emotive Analytics (www.emotiveanalytics.com). To view and listen to this presentation, simply click the red arrow when prompted along the way. Audio and video will play automatically.
WHAT FEELINGS ARE DRIVING YOUR PRODUCTS PURCHASE? Measuring Implicit Emotional Associations in a Scalable, Reliable, Non-Neuro, Non-Biometric Way
FEELINGS
FEELINGS cognitive interpretations of emotional body states
FEELINGS affective phenomena
FEELINGS moods
FEELINGS emotions
FEELINGS feelings proper
FEELINGS sensations
FEELINGS preferences
FEELINGS attitudes
FEELINGS affective phenomena Click to continue
FEELINGS > marketing research
Click to continue
I skate to where the puck is going, not to where its been.
LETS GO FOR a skate Click to continue
LETS SKATE TO feelings as drivers of behavior
FEELINGS secondary drivers
Dont get too 𳾴dzپDzԲ.
Dont let your feelings cloud your decisions.
Emotions primarily, if not exclusively, drive our behavior. My decision was based on practical, family considerations. Emotions didnt enter into it. Click to continue
FEELINGS primary drivers
FEELINGS primary drivers
Carroll Izard, University of Delaware an important point of apparent agreement. there is no such thing as an affectless mind; affect or emotion is always present. Furthermore, I propose that all mental processes are influenced by the ever-present affect or emotion. A growing body of research shows that perception, cognition, decision making, judgment, and action are influenced by emotion. Izard, C.E. (2007). Basic Emotions, Natural Kinds, Emotion Schemas, and a New Paradigm. Perspectives on Psychological Science, Volume 2 (3), 260-280.
To select among alternatives requires some way to assess the relative value of these alternatives, and this ability to assess alternatives is tied to emotions. Emotions give each alternative a value and, thereby, provide a yardstick to judge and select among alternatives. Jonathan Turner, UC Riverside Turner, J.H. (2000). On the Origins of Human Emotions: A Sociological Inquiry into the Evolution of Human Affect. The Stanford University Press.
FEELINGS ARE THE PRIMARY DRIVERS OF OUR BEHAVIOR We do what we do, we buy what we buy, because our feelings tell us to. Anger, sadness, shame, and stress not only seem to affect our judgments and decisions, they drive them. Karim Kassam, Emotion Research Laboratory, Carnegie Mellon University
LETS GO FOR a skate Click to continue
LETS SKATE TO implicit emotionality
SYSTEM 2 SYSTEM 1
DUAL-PROCESS THINKING
IMPLICIT System 1 automatic
fast IMPLICIT System 1
uncontrolled IMPLICIT System 1
nonconscious (sometimes) IMPLICIT System 1
non-deliberated IMPLICIT System 1
EMOTIONS AND FEELINGS OPERATE IN LARGE PART IMPLICITLY fast, automatic, unintentional, uncontrolled, non-deliberated, often nonconscious Click to continue
1. Stimulus: We receive and create neurochemical images of emotionally competent stimuli (ECS) via receptors and sensory cortices or via internally produced physiological or mental processing. 4. Feeling the Feeling: Separate conscious cognitive processing in designated brain areas makes us aware of the feeling. 3. Feeling State: Emotional state images are returned to designated cognitive brain areas. Alongside our thoughts, we perceive our emotional states as feelings. Neurobiologic al Anatomy of Emotions and Feelings 2. Emotional State: Images of ECS send neurochemical messages to subcortical brain regions (amygdala, hypothalamus, brain stem, etc.) and then throughout the body creating an emotional state and corresponding neurochemical images of it.
Research from social and cognitive psychology has shown that emotions are capable of being elicited quickly, automatically, and even unconsciously upon exposure to the relevant stimulus. Cacioppo, J. T., Berntson, G. G., Larsen, J. T., Poehlmann, K. M., & Ito, T. A. (2000). The Psychophysiology of Emotion. In R. Lewis & J. M. Haviland-Jones (Eds.), The Handbook of Emotion, 2nd. Edition (pp. 173-191). New York: Guilford Press.
The Feeling of What Happens. Antonio Damasio. 1999. p.36. There is, however, no evidence that we are conscious of all our feelings, and much to suggest that we are not.
Emotional Design. Donald Norman. Basic Books. 2003. p.7. Emotions are inseparable from and a necessary part of cognition. Everything we do, everything we think is tinged with emotion, much of it subconscious.
LETS GO FOR a skate
LETS SKATE TO implicit measurement Click to continue
MOST TRADITIONAL RESEARCH explicit measurement
SCHWARZ AND CLORE, 1983 a classic! Significant Differences 7.43 Sunny vs. Rainy 5.00 7.29 No Sign. Differences Sunny vs. Rainy 7.00 6.57 4.86 6.79 6.71 10.00 9.00 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 Sunny Day Rainy Day Sunny Day Rainy Day No Mention of Weather Asked About Weather Interviewer Intro Average Rating 1-10 General Happiness Overall Life Satisfaction Schwarz, N. and Clore, G. (1983). Mood, Misattribution, and Judgments of Well-Being: Information and Directive Functions of Affective States. Journal of Personality and Social Psychology, Vol. 45, No. 3, 513-523.
LIKELIHOOD TO BUY often misses the mark ? 60% of consumers testing a small kitchen appliance said they were likely or very likely to buy one in the next 3 months (Top 2 Box). ? After 8 months on the market, only 12% actually did. Zaltman, G. (2003). How Customers Think: Essential Insights Into the Mind of the Market. Harvard Business School Press.
LETS GO FOR a skate
LETS SKATE TO psychophysiology Click to continue
BRAIN EEG, fMRI HEART heartrate EYES pupil dilation, saccades FACE facial EMG, facial coding VOICE tone, pitch ADVANTAGES implicit unobtrusive (in one sense) in-the-moment non-filtered non-rationalized SKIN electrical conductance, GSR RESPIRATION breath rate MUSCLES muscle contraction PSYCHOPHYSIOLOGY DISADVANTAGES complex expensive obtrusive (in another sense) non-scalable noisy dimensional (not discrete)
LETS GO FOR a skate
LETS SKATE TO implicit association Click to continue
What feelings are driving your product's purchase audio inserted - d2 - 8-28-14
What feelings are driving your product's purchase audio inserted - d2 - 8-28-14
HAPPY REFRESHED SUMMER DAD BUY
BUGS WEEDS TOUGH CONFIDENT BUY
RELIABLE BROWN FRIENDLY SECURE CONSIDER
LETS SKATE TO implicit association measurement techniques Click to continue
BEGINNINGS The Stroop Effect, 1935 RED ORANGE BLUE PURPLE GREEN RED ORANGE BLUE PURPLE GREEN
LATER Priming (Fazio), 1980s DHSOATEPSNAAPUTPLIPORTLYEHIWNRYN Word Not Word
LATER Priming (Fazio), 1980s ASPIRIN HEALTHY Word Not Word
APPEALING UNAPPEALING
APPEALING UNAPPEALING
HAPPY Yes No
EMOTIONS AND FEELINGS precede cognitions and consciousness
ADVANTAGES scale via online surveys ease of administration lower costs discrete feelings vs. dimensional emotions WEVE SKATED TO implicit association measurement techniques
LETS GO FOR a skate Click to continue
LETS SKATE TO ecological validity
HAPPY Yes No
Click to continue
LETS SKATE TO more complete spectrum of feelings
CURRENTLY LIMITED (e.g.) happy sad mad afraid disgusted surprised contemptuous Plutchik, R. (2001). The Nature of Emotions. American Scientist, Vol. 89, 344-350. Click to continue
LETS SKATE TO implicit purity
PROCESS DISSOCIATION statistical corrections Conrey, F.R., Sherman, J.W., Gawronski, B., Hugenberg, K., and Groom, C. J. (2005). Separating Multiple Processes in Implicit Social Cognition: The Quad Model of Implicit Task Performance. Journal of Personality and Social Psychology, Vol. 89, No. 4, 469-487. Click to continue
What feelings are driving your product's purchase audio inserted - d2 - 8-28-14
WHAT FEELINGS ARE DRIVING YOUR PRODUCTS PURCHASE? Measuring Implicit Emotional Associations in a Scalable, Reliable, Non-Neuro, Non-Biometric Way SKATE TO feelings are drivers of behavior SKATE TO implicit emotionality implicit measurement SKATE TO psychophysiology SKATE TO ecological validity complete spectrum of feelings implicit purity SKATE TO implicit association measurement techniques
QUESTIONS? Paul Conner 314-752-0564 paul@emotiveanalytics.com www.emotiveanalytics.com

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What feelings are driving your product's purchase audio inserted - d2 - 8-28-14

  • 1. IE PRO? Technology Click to begin This presentation C WHAT FEELINGS ARE DRIVING YOUR PRODUCTS PURCHASE: Measuring Implicit Emotional Associations in a Scalable, Reliable, Non-Neuro, Non-Biometric Way C was delivered as an MRA Webinar on July 30, 2014, by Paul Conner, CEO of Emotive Analytics (www.emotiveanalytics.com). To view and listen to this presentation, simply click the red arrow when prompted along the way. Audio and video will play automatically.
  • 2. WHAT FEELINGS ARE DRIVING YOUR PRODUCTS PURCHASE? Measuring Implicit Emotional Associations in a Scalable, Reliable, Non-Neuro, Non-Biometric Way
  • 4. FEELINGS cognitive interpretations of emotional body states
  • 12. FEELINGS affective phenomena Click to continue
  • 15. I skate to where the puck is going, not to where its been.
  • 16. LETS GO FOR a skate Click to continue
  • 17. LETS SKATE TO feelings as drivers of behavior
  • 19. Dont get too 𳾴dzپDzԲ.
  • 20. Dont let your feelings cloud your decisions.
  • 21. Emotions primarily, if not exclusively, drive our behavior. My decision was based on practical, family considerations. Emotions didnt enter into it. Click to continue
  • 24. Carroll Izard, University of Delaware an important point of apparent agreement. there is no such thing as an affectless mind; affect or emotion is always present. Furthermore, I propose that all mental processes are influenced by the ever-present affect or emotion. A growing body of research shows that perception, cognition, decision making, judgment, and action are influenced by emotion. Izard, C.E. (2007). Basic Emotions, Natural Kinds, Emotion Schemas, and a New Paradigm. Perspectives on Psychological Science, Volume 2 (3), 260-280.
  • 25. To select among alternatives requires some way to assess the relative value of these alternatives, and this ability to assess alternatives is tied to emotions. Emotions give each alternative a value and, thereby, provide a yardstick to judge and select among alternatives. Jonathan Turner, UC Riverside Turner, J.H. (2000). On the Origins of Human Emotions: A Sociological Inquiry into the Evolution of Human Affect. The Stanford University Press.
  • 26. FEELINGS ARE THE PRIMARY DRIVERS OF OUR BEHAVIOR We do what we do, we buy what we buy, because our feelings tell us to. Anger, sadness, shame, and stress not only seem to affect our judgments and decisions, they drive them. Karim Kassam, Emotion Research Laboratory, Carnegie Mellon University
  • 27. LETS GO FOR a skate Click to continue
  • 28. LETS SKATE TO implicit emotionality
  • 31. IMPLICIT System 1 automatic
  • 36. EMOTIONS AND FEELINGS OPERATE IN LARGE PART IMPLICITLY fast, automatic, unintentional, uncontrolled, non-deliberated, often nonconscious Click to continue
  • 37. 1. Stimulus: We receive and create neurochemical images of emotionally competent stimuli (ECS) via receptors and sensory cortices or via internally produced physiological or mental processing. 4. Feeling the Feeling: Separate conscious cognitive processing in designated brain areas makes us aware of the feeling. 3. Feeling State: Emotional state images are returned to designated cognitive brain areas. Alongside our thoughts, we perceive our emotional states as feelings. Neurobiologic al Anatomy of Emotions and Feelings 2. Emotional State: Images of ECS send neurochemical messages to subcortical brain regions (amygdala, hypothalamus, brain stem, etc.) and then throughout the body creating an emotional state and corresponding neurochemical images of it.
  • 38. Research from social and cognitive psychology has shown that emotions are capable of being elicited quickly, automatically, and even unconsciously upon exposure to the relevant stimulus. Cacioppo, J. T., Berntson, G. G., Larsen, J. T., Poehlmann, K. M., & Ito, T. A. (2000). The Psychophysiology of Emotion. In R. Lewis & J. M. Haviland-Jones (Eds.), The Handbook of Emotion, 2nd. Edition (pp. 173-191). New York: Guilford Press.
  • 39. The Feeling of What Happens. Antonio Damasio. 1999. p.36. There is, however, no evidence that we are conscious of all our feelings, and much to suggest that we are not.
  • 40. Emotional Design. Donald Norman. Basic Books. 2003. p.7. Emotions are inseparable from and a necessary part of cognition. Everything we do, everything we think is tinged with emotion, much of it subconscious.
  • 41. LETS GO FOR a skate
  • 42. LETS SKATE TO implicit measurement Click to continue
  • 43. MOST TRADITIONAL RESEARCH explicit measurement
  • 44. SCHWARZ AND CLORE, 1983 a classic! Significant Differences 7.43 Sunny vs. Rainy 5.00 7.29 No Sign. Differences Sunny vs. Rainy 7.00 6.57 4.86 6.79 6.71 10.00 9.00 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 Sunny Day Rainy Day Sunny Day Rainy Day No Mention of Weather Asked About Weather Interviewer Intro Average Rating 1-10 General Happiness Overall Life Satisfaction Schwarz, N. and Clore, G. (1983). Mood, Misattribution, and Judgments of Well-Being: Information and Directive Functions of Affective States. Journal of Personality and Social Psychology, Vol. 45, No. 3, 513-523.
  • 45. LIKELIHOOD TO BUY often misses the mark ? 60% of consumers testing a small kitchen appliance said they were likely or very likely to buy one in the next 3 months (Top 2 Box). ? After 8 months on the market, only 12% actually did. Zaltman, G. (2003). How Customers Think: Essential Insights Into the Mind of the Market. Harvard Business School Press.
  • 46. LETS GO FOR a skate
  • 47. LETS SKATE TO psychophysiology Click to continue
  • 48. BRAIN EEG, fMRI HEART heartrate EYES pupil dilation, saccades FACE facial EMG, facial coding VOICE tone, pitch ADVANTAGES implicit unobtrusive (in one sense) in-the-moment non-filtered non-rationalized SKIN electrical conductance, GSR RESPIRATION breath rate MUSCLES muscle contraction PSYCHOPHYSIOLOGY DISADVANTAGES complex expensive obtrusive (in another sense) non-scalable noisy dimensional (not discrete)
  • 49. LETS GO FOR a skate
  • 50. LETS SKATE TO implicit association Click to continue
  • 54. BUGS WEEDS TOUGH CONFIDENT BUY
  • 55. RELIABLE BROWN FRIENDLY SECURE CONSIDER
  • 56. LETS SKATE TO implicit association measurement techniques Click to continue
  • 57. BEGINNINGS The Stroop Effect, 1935 RED ORANGE BLUE PURPLE GREEN RED ORANGE BLUE PURPLE GREEN
  • 58. LATER Priming (Fazio), 1980s DHSOATEPSNAAPUTPLIPORTLYEHIWNRYN Word Not Word
  • 59. LATER Priming (Fazio), 1980s ASPIRIN HEALTHY Word Not Word
  • 63. EMOTIONS AND FEELINGS precede cognitions and consciousness
  • 64. ADVANTAGES scale via online surveys ease of administration lower costs discrete feelings vs. dimensional emotions WEVE SKATED TO implicit association measurement techniques
  • 65. LETS GO FOR a skate Click to continue
  • 66. LETS SKATE TO ecological validity
  • 69. LETS SKATE TO more complete spectrum of feelings
  • 70. CURRENTLY LIMITED (e.g.) happy sad mad afraid disgusted surprised contemptuous Plutchik, R. (2001). The Nature of Emotions. American Scientist, Vol. 89, 344-350. Click to continue
  • 71. LETS SKATE TO implicit purity
  • 72. PROCESS DISSOCIATION statistical corrections Conrey, F.R., Sherman, J.W., Gawronski, B., Hugenberg, K., and Groom, C. J. (2005). Separating Multiple Processes in Implicit Social Cognition: The Quad Model of Implicit Task Performance. Journal of Personality and Social Psychology, Vol. 89, No. 4, 469-487. Click to continue
  • 74. WHAT FEELINGS ARE DRIVING YOUR PRODUCTS PURCHASE? Measuring Implicit Emotional Associations in a Scalable, Reliable, Non-Neuro, Non-Biometric Way SKATE TO feelings are drivers of behavior SKATE TO implicit emotionality implicit measurement SKATE TO psychophysiology SKATE TO ecological validity complete spectrum of feelings implicit purity SKATE TO implicit association measurement techniques
  • 75. QUESTIONS? Paul Conner 314-752-0564 paul@emotiveanalytics.com www.emotiveanalytics.com