1. IE PROTechnologyClick to beginThis presentation WHAT FEELINGS ARE DRIVING YOUR PRODUCTSPURCHASE: Measuring Implicit Emotional Associations in a Scalable,Reliable, Non-Neuro, Non-Biometric Way was delivered as an MRAWebinar 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 andvideo will play automatically.

2. WHAT FEELINGS ARE DRIVINGYOUR PRODUCTS PURCHASE?Measuring Implicit Emotional Associations in aScalable, Reliable, Non-Neuro, Non-Biometric Way 3. FEELINGS 4. FEELINGS cognitive interpretationsof 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 phenomenaClick to continue 13. FEELINGS >marketing research 14. Click to continue 15. I skate to where thepuck is going, not towhere its been. 16. LETS GO FOR a skateClick to continue 17. LETS SKATE TOfeelings as drivers of behavior 18. FEELINGSsecondary drivers 19. Dont get too emotional. 20. Dont let your feelingscloud your decisions. 21. Emotions primarily, if notexclusively, drive our behavior.My decision was based onpractical, family considerations.Emotions didnt enter into it.Click to continue 22. FEELINGSprimary drivers 23. FEELINGSprimary drivers 24. Carroll Izard,University of Delawarean important point ofapparent agreement. there isno such thing as an affectlessmind; affect or emotion is alwayspresent. Furthermore, I propose thatall mental processes are influenced bythe ever-present affect or emotion. Agrowing body of research shows thatperception, cognition, decisionmaking, judgment, and action areinfluenced 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 alternativesrequires some way to assess therelative value of these alternatives,and this ability to assessalternatives is tied to emotions.Emotions give each alternativea value and, thereby, provide ayardstick to judge and selectamong alternatives.Jonathan Turner,UC RiversideTurner, J.H. (2000). On the Origins of Human Emotions: A Sociological Inquiry into the Evolution of HumanAffect. The Stanford University Press. 26. FEELINGS ARE THE PRIMARYDRIVERS OF OUR BEHAVIORWe do what we do, we buy what we buy,because our feelings tell us to.Anger, sadness, shame, and stress not only seem toaffect our judgments and decisions, they drive them.Karim Kassam, Emotion Research Laboratory, Carnegie Mellon University 27. LETS GO FOR a skateClick to continue 28. LETS SKATE TOimplicit emotionality 29. SYSTEM 2SYSTEM 1 30. DUAL-PROCESSTHINKING 31. IMPLICITSystem 1automatic 32. fastIMPLICITSystem 1 33. uncontrolledIMPLICITSystem 1 34. nonconscious(sometimes)IMPLICITSystem 1 35. non-deliberatedIMPLICITSystem 1 36. EMOTIONS AND FEELINGSOPERATE IN LARGE PARTIMPLICITLYfast, automatic, unintentional, uncontrolled,non-deliberated, often nonconsciousClick to continue 37. 1. Stimulus: We receive and createneurochemical images of emotionallycompetent stimuli (ECS) via receptors andsensory cortices or via internally producedphysiological or mental processing.4. Feeling the Feeling:Separate conscious cognitiveprocessing in designated brainareas makes us aware of thefeeling.3. Feeling State: Emotionalstate images are returned todesignated cognitive brainareas. Alongside ourthoughts, we perceive ouremotional states as feelings.Neurobiological Anatomy ofEmotions andFeelings2. Emotional State: Imagesof ECS send neurochemicalmessages to subcortical brainregions (amygdala,hypothalamus, brain stem,etc.) and then throughout thebody creating an emotionalstate and correspondingneurochemical images of it. 38. Research from social andcognitive psychology hasshown that emotions arecapable of being elicitedquickly, automatically,and even unconsciouslyupon exposure to therelevant stimulus.Cacioppo, J. T., Berntson, G. G., Larsen, J. T., Poehlmann, K. M., & Ito, T. A. (2000). ThePsychophysiology of Emotion. In R. Lewis & J. M. Haviland-Jones (Eds.), The Handbook ofEmotion, 2nd. Edition (pp. 173-191). New York: Guilford Press. 39. The Feeling of What Happens. Antonio Damasio. 1999. p.36.There is, however, noevidence that we areconscious of all ourfeelings, and much tosuggest that we arenot. 40. Emotional Design. Donald Norman. Basic Books. 2003. p.7.Emotions are inseparablefrom and a necessary partof cognition. Everythingwe do, everything we thinkis tinged with emotion,much of it subconscious. 41. LETS GO FOR a skate 42. LETS SKATE TOimplicit measurementClick to continue 43. MOST TRADITIONAL RESEARCHexplicit measurement 44. SCHWARZ AND CLORE, 1983a classic!Significant Differences7.43Sunny vs. Rainy5.007.29No Sign. DifferencesSunny vs. Rainy7.006.574.866.79 6.7110.009.008.007.006.005.004.003.002.001.00Sunny Day Rainy Day Sunny Day Rainy DayNo Mention of Weather Asked About WeatherInterviewer IntroAverage Rating 1-10General Happiness Overall Life SatisfactionSchwarz, N. and Clore, G. (1983). Mood, Misattribution,and Judgments of Well-Being: Information and DirectiveFunctions of Affective States. Journal of Personality andSocial Psychology, Vol. 45, No. 3, 513-523. 45. LIKELIHOOD TO BUYoften misses the mark 60% of consumerstesting a small kitchenappliance said they werelikely or very likely to buyone in the next 3 months(Top 2 Box). After 8 months on themarket, 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 TOpsychophysiologyClick to continue 48. BRAINEEG, fMRIHEARTheartrateEYESpupil dilation, saccadesFACEfacial EMG, facial codingVOICEtone, pitchADVANTAGESimplicitunobtrusive (in one sense)in-the-momentnon-filterednon-rationalizedSKINelectrical conductance, GSRRESPIRATIONbreath rateMUSCLESmuscle contractionPSYCHOPHYSIOLOGYDISADVANTAGEScomplexexpensiveobtrusive (in another sense)non-scalablenoisydimensional (not discrete) 49. LETS GO FOR a skate 50. LETS SKATE TOimplicit associationClick to continue 51. HAPPYREFRESHEDSUMMERDADBUY 52. BUGSWEEDSTOUGHCONFIDENTBUY 53. RELIABLEBROWNFRIENDLYSECURECONSIDER 54. LETS SKATE TOimplicit associationmeasurement techniquesClick to continue 55. BEGINNINGSThe Stroop Effect, 1935REDORANGEBLUEPURPLEGREENREDORANGEBLUEPURPLEGREEN 56. LATERPriming (Fazio), 1980sDHSOATEPSNAAPUTPLIPORTLYEHIWNRYNWord Not Word 57. LATERPriming (Fazio), 1980sASPIRINHEALTHYWord Not Word 58. APPEALING UNAPPEALING 59. APPEALING UNAPPEALING 60. HAPPYYes No 61. EMOTIONS AND FEELINGSprecede cognitions and consciousness 62. ADVANTAGESscale via online surveysease of administrationlower costsdiscrete feelings vs.dimensional emotionsWEVE SKATED TOimplicit associationmeasurement techniques 63. LETS GO FOR a skateClick to continue 64. LETS SKATE TOecological validity 65. HAPPYYes No 66. Click to continue 67. LETS SKATE TOmore complete spectrum of feelings 68. CURRENTLYLIMITED(e.g.)happysadmadafraiddisgustedsurprisedcontemptuousPlutchik, R. (2001). The Nature of Emotions.American Scientist, Vol. 89, 344-350.Click to continue 69. LETS SKATE TOimplicit purity 70. PROCESS DISSOCIATIONstatistical correctionsConrey, F.R., Sherman, J.W., Gawronski, B., Hugenberg, K., and Groom, C. J. (2005). Separating Multiple Processes in Implicit SocialCognition: The Quad Model of Implicit Task Performance. Journal of Personality and Social Psychology, Vol. 89, No. 4, 469-487.Click to continue 71. WHAT FEELINGS ARE DRIVING YOUR PRODUCTS PURCHASE?Measuring Implicit Emotional Associations in a Scalable, Reliable, Non-Neuro, Non-Biometric WaySKATE TOfeelings are drivers of behaviorSKATE TOimplicit emotionalityimplicit measurementSKATE TOpsychophysiologySKATE TOecological validitycomplete spectrum of feelingsimplicit puritySKATE TOimplicit associationmeasurement techniques 72. QUESTIONS?Paul Conner314-752-0564paul@emotiveanalytics.comwww.emotiveanalytics.com