Would you believe us if we told you it is possible to use sensory methods to profile video advertisements?
Gaining better understanding of the emotions consumers may perceive during a video advertisement would make it possible to explain how the advertisement impacts on your consumers’ perception of your brand image and on their intention to buy your product.
We recently carried out research work on adapting the method called “Temporal Dominance of Emotions” (TDE) in order to measure the emotions perceived when viewing advertisements at home.
We are proud to present our second abstract based on this work and accepted for the next EuroSense conference to take place in Verona, Italy on September 2-5, 2018:
“During the last decade, Temporal Dominance of Sensations (TDS) was used successfully to dynamically describe food products in a large set of studies (Schlich, 2017). Recently, Temporal Dominance of Emotions (TDE; Jager et al., 2014) was proposed as an extension of TDS, replacing sensory attributes by emotions. Until now, TDE methodology has only been applied for evaluation of food products having uncontrolled underlying stimuli and being intrinsically complex.
The present paper features a new application of TDE in which perceived emotions were evaluated during video advertisements. By working on such a controlled stimulus, the objective of this study is to give insight on how the panelists dynamically relate their emotions during the viewing using a TDE like protocol. Indeed, the dominance curves can be directly related to the scenes of the video signal.
282 naïve French subjects watched 3 video advertisements for Nespresso coffees at home. They had to declare their dominant emotions during each advertisement, and then to score the brand image improvement induced by the advertisement previously watched. The TDE attribute list was composed of the 8 basic emotions of Plutchik’s wheel (Plutchik, 2001) plus “no emotion”. The attributes were presented as buttons composed of an emoticon and the corresponding wording.
The results showed the ability of panelists to select emotion attributes during the viewing of the videos. The 3 advertisements were discriminated and TDE curves highlighted specific profiles closely related to the brand image improvement. By pairing the dominance durations of TDE with the brand image scores at an individual level, we were able to identify emotional drivers of the brand image improvement. Interestingly, the two less emotional advertisements had less positive impact on the brand image. This innovative tool is very promising for the marketing field and for sensory scientists who wish develop protocols based on video material.”
Are you interested in this topic? Would you like more information on how to apply this type of methodology to your advertisements? Visit us during our poster presentation or directly at our booth. It will be a pleasure to discuss this with you!
As a sensory scientist, you’re wondering about how this methodology works? Visit us and we will discuss the different approaches you could implement using this type of research.
Are you just curious? No problem! Just visit us during our poster presentation: we will have a surprise for you! ?
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