All companies seek innovative ways to produce, change, or maintain targeted consumer behavior. In the healthcare industry, patient compliance (a.k.a. patient adherence) is a critical target behavior that is underachieved in many cases. Using patient compliance as the targeted behavior, this presentation will point out that implicit emotions have a great impact on this (and all) behavior and introduce how two lesser known and used implicit emotional research techniques (quantitative implicit priming & misattribution from social & cognitive psychology and qualitative psychodrama and related action techniques from clinical psychology) can be integrated to reveal the implicit emotions (e.g., feeling trust, cared for, in control, confident, or unconfused) that drive patient compliance. About Emotive Analytics Founded in 2004, Emotive Analytics is a consumer research company that, through an associative network of highly experienced consumer research and emotional assessment experts, reveals the emotional dynamics of consumer behavior. Recent research in neuroscience and psychology shows that emotions drive behavior, including consumer behavior. Research also tells us that emotions are often “hidden” – they operate unconsciously or are consciously guarded. Because of this, special implicit techniques are needed to effectively assess the emotions that are driving targeted consumers’ behavior. Emotive Analytics specialize in these techniques so that clients can ultimately develop the most emotionally-engaging brands, products, services, and their marketing.

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A consumer research company devoted
to revealing the emotional dynamics of
consumer behavior so our clients can
develop more emotionally engaging
brands, products, services, and their
marketing.
www.emotiveanalytics.com

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IMPROVING
PATIENT
COMPLIANCE
THROUGH
IMPLICIT
UNDERSTANDING
IMPROVING
PATIENT
COMPLIANCE
THROUGH
IMPLICIT (subconscious)
UNDERSTANDING

3. Yes, 5 minutes.
5 Minutes?! Are
you serious?
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10 POINTS
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IMPROVING PATIENT
COMPLIANCE THROUGH
IMPLICIT (subconscious)
UNDERSTANDING

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Frankenstein
POINT 1:
Patient
compliance is
behavior.
Improving patient
compliance is
changing behavior.
Image by Corbis

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Frankenstein
POINT 2:
Behavioral science say
emotion drive behavior.
People do what do, buy
what buy, because
emotion tell to.
Situation, experience,
cognition trigger driving
emotion.

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Frankenstein
POINT 3:
Emotion work
large part in
subconscious.
Here mean implicit.
Implicit mean much
more, but here
mean same.

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POINT 4:
Traditional research
not find implicit
emotion good. People
not share what not
aware or scared to
share. Need implicit
emotion research
technique.

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POINT 5:
Some implicit emotion
research techniques
surfacing. Good for
implicit emotion
DIMENSIONS (+ or --).
Not so good for
DISCRETE implicit
emotion (excitement,
pride, embarrassment,
disappointment).
NOT TOO
GOOD FOR
DISCRETE
EMOTIONS

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POINT 6:
DISCRETE emotion
important to drive
behavior.
Particular KIND of
emotion often
work better.

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Frankenstein
POINT 7:
Implicit priming &
misattribution from social &
cognitive psychology CAN
find implicit discrete
emotion. Work by quickly
showing objects of interest
and having people say how
feel about unrelated
stimulus. How feel about
objects of interest “leak”
onto unrelated feelings.
How much does
this abstract
image convey…
TRUST?

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POINT 8:
Psychodrama from clinical
psychology is good QUALITATIVE
discrete implicit emotion
research technique. People re-
enact consumer behavior so
implicit emotion encoded at time
of behavior show. Better than
dialog-based qualitative. “Acting
out” stronger trigger of implicit
emotion originally felt.
Psychodrama also identify
situations, experiences, cognition
that trigger discrete implicit
emotion.

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Tarzan
Frankenstein
POINT 9:
Research show TRUST, CARED
FOR, CONFIDENT, IN CONTROL
impact patient compliance. But
most research explicit. Implicit
priming & misattribution and
psychodrama show what
implicit emotion drive patient
compliance and what trigger it.
This how to improve patient
compliance through implicit
understanding.

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Tarzan
Frankenstein
POINT 10:
Not in healthcare?
Implicit priming &
misattribution and
psychodrama can help
in same way with
implicit emotional
dynamics that drive your
consumer behavior.
Also works in…
CPG, communications,
restaurants, food service,
information technology, B2B,
entertainment, recreation, non-
profit, etc., etc., etc., etc…

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IDEA!
If TRUST is implicit
emotion driver, try
handshake on
medicine bottle.
Implicit prime lead to
more patient
compliance. Good.

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10 POINTS FOR IMPROVING PATIENT COMPLIANCE THROUGH IMPLICIT UNDERSTANDING
1. Improving patient compliance is changing behavior.
2. Behavioral science says emotions drive behavior. And situations, experiences, & cognitions trigger driving emotions.
3. Emotions work in large part subconsciously, a.k.a., implicitly.
4. Traditional research techniques do not assess implicit emotions very well. Implicit emotional research techniques are needed.
5. Implicit emotion research techniques are surfacing, like neuro and biometrics. These are good for implicit emotion DIMENSIONS (positive or
negative), but not so good for DISCRETE implicit emotions (excitement, pride, embarrassment, disappointment).
6. DISCRETE emotions are important drivers of behavior. Particular discrete emotions often differentially influence behavior (vs. just positive or
negative feelings).
7. Implicit priming & misattribution from social & cognitive psychology CAN assess implicit discrete emotions. They work by quickly showing objects
of interest and having people say how they feel about unrelated stimuli. How people feel about objects of interest “leak” onto their unrelated
feelings.
8. Psychodrama from clinical psychology is a good qualitative discrete implicit emotion research technique. People re-enact consumer behavior so
implicit emotions encoded at the time of the original behavior surface. Psychodrama is better than dialog-based qualitative because “acting out”
is a stronger trigger of implicit emotions originally felt. Psychodrama also identifies situations, experiences, and cognitions that trigger discrete
implicit emotions.
9. Research shows that TRUST, CARED FOR, CONFIDENT, and IN CONTROL impact patient compliance. But most of this research is explicit. Implicit
priming & misattribution and psychodrama can show what implicit emotions drive patient compliance and what trigger them. This how to improve
patient compliance through implicit understanding.
10. Not in healthcare? Implicit priming & misattribution and psychodrama can help in the same way with implicit emotional dynamics that drive any
consumer behavior.

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A consumer research company devoted
to revealing the emotional dynamics of
consumer behavior so our clients can
develop more emotionally engaging
brands, products, services, and their
marketing.
www.emotiveanalytics.com