I’m pleased to announce our first neuromarketing chat (#nmchat on Twitter) guest Jeremi Karnell, cofounder of One to One:
“Top 20 Hottest Digital Agencies Worldwide” -AdvertisingAge
Jeremi will be discussing:
Emotive Advertising and Attention VS. Emotion
A Heath, Nairn, and Bottomley (2009) study that appeared in the Journal of Advertising Research in December 2009 challenged the notion that emotive advertising creative increases attention. Indeed, their experiment, conducted in a realistic viewing environment, found that ads that were high in emotive content correlated with a 20% lower level of attention. They claim that their findings support the Resource-matching theory (Perrachio and Meyers Levy, 1997) which suggests that in an unmotivated situation, viewers will expend only the minimum amount of resources necessary to process the stimulus presented to them. Because emotive elements require little cognitive processing resource, viewers may, in fact, deploy lower levels of attention to process ads that are dominated by emotive content than they would with ads that lack emotive content (Heath, Nairn, and Bottomley, 2009).
The gist? “The authors speculate that perhaps emotion oriented ads work by inducing less rational thinking and hence stimulate fewer counter arguments.” (review article here.) In other words, emotive advertising (or emotive marketing as I like to call it) doesn’t get as much “attention”, but works by bypassing cognitive bias and appealing directly to the emotional parts of the brain where studies have shown that decision making takes place the majority of the time.
What do you think? Join us for Neuromarketing chat tonight at 7PM ET on Twitter. Follow the hashtag #nmchat and join the discussion!