Do Emotions in Advertising Drive Sales? Use of Facial Coding to Understand The Relationship between Emotional Responses to Ads and Sales Effectiveness
نویسندگان
چکیده
Ads that evoke emotions keep us entertained and are more memorable, but do they really drive product sales? To answer this question, we conduct the first large-scale facial coding study to quantitatively measure people’s tacit emotional responses to ads. The high temporal resolution of facial coding yields insights into the emotional profile of a “successful” ad. Facial coding provides evidence for discrimination of sales effectiveness and could be used to complement traditional self-report methods.
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