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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This presentation – WHAT FEELINGS ARE DRIVING YOUR PRODUCT’S
PURCHASE: Measuring Implicit Emotional Associations in a Scalable,
Reliable, Non-Neuro, Non-Biometric Way – 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 PRODUCT’S PURCHASE?
Measuring Implicit Emotional Associations in a
Scalable, Reliable, Non-Neuro, Non-Biometric Way

3. FEELINGS

4. FEELINGS cognitive interpretations
of emotional body states

5. FEELINGS affective phenomena

6. FEELINGS moods

7. FEELINGS emotions

8. FEELINGS feelings proper

9. FEELINGS sensations

10. FEELINGS preferences

11. FEELINGS attitudes

12. FEELINGS affective phenomena
Click to continue

13. FEELINGS >
marketing research

14. Click to continue

15. “I skate to where the
puck is going, not to
where it’s been.”

16. LET’S GO FOR a skate
Click to continue

17. LET’S SKATE TO
feelings as drivers of behavior

18. FEELINGS
secondary drivers

19. “Don’t get too emotional.”

20. “Don’t let your feelings
cloud your decisions.”

21. “Emotions primarily, if not
exclusively, drive our behavior.”
“My decision was based on
practical, family considerations.
Emotions didn’t enter into it.”
Click to continue

22. FEELINGS
primary drivers

23. FEELINGS
primary drivers

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. LET’S GO FOR a skate
Click to continue

28. LET’S SKATE TO
“implicit” emotionality

29. SYSTEM 2
SYSTEM 1

30. DUAL-PROCESS
THINKING

31. IMPLICIT
System 1
automatic

32. fast
IMPLICIT
System 1

33. uncontrolled
IMPLICIT
System 1

34. nonconscious
(sometimes)
IMPLICIT
System 1

35. non-deliberated
IMPLICIT
System 1

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. LET’S GO FOR a skate

42. LET’S SKATE TO
implicit measurement
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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. LET’S GO FOR a skate

47. LET’S 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. LET’S GO FOR a skate

50. LET’S SKATE TO
implicit association
Click to continue

53. HAPPY
REFRESHED
SUMMER
DAD
BUY

54. BUGS
WEEDS
TOUGH
CONFIDENT
BUY

55. RELIABLE
BROWN
FRIENDLY
SECURE
CONSIDER

56. LET’S 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

60. APPEALING UNAPPEALING

61. APPEALING UNAPPEALING

62. HAPPY
Yes No

63. EMOTIONS AND FEELINGS
precede cognitions and consciousness

64. ADVANTAGES
scale via online surveys
ease of administration
lower costs
discrete “feelings” vs.
dimensional “emotions”
WE’VE SKATED TO
implicit association
measurement techniques

65. LET’S GO FOR a skate
Click to continue

66. LET’S SKATE TO
ecological validity

67. HAPPY
Yes No

68. Click to continue

69. LET’S 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. LET’S 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.
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74. WHAT FEELINGS ARE DRIVING YOUR PRODUCT’S 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