emotional drivers Tag

08 Dec Two Faces Have I – One to Show, One to Hide

Posted at 09:39h in 10 Lessons, Blog, current news, Current Opportunities, Foretoons, Uncategorized, Whitepapers by Forethought 0 Comments

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You don’t have to smile to be happy. Forethought has found that facial coding understates the presence of emotion. Social emotions such as pride (which is the strongest emotional predictor of buyer behaviour) and shame have NOT been linked to distinct facial expressions and therefore...

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01 Dec Insights: Game of Skill or Chance?

Posted at 09:25h in 10 Lessons, Blog, current news, Current Opportunities, Foretoons, Uncategorized, Whitepapers by Forethought 0 Comments

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Estimating the likelihood of adoption and the relative importance of a choice attribute are two areas where findings from survey data can be misleading....

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24 Nov Heartstring Wars – The Festive Season Battleground

Posted at 10:11h in 10 Lessons, Blog, current news, Current Opportunities, Foretoons, Uncategorized, Whitepapers by Forethought 0 Comments

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What is the justification for the big emotional Christmas ad? There are three reasons for emotion in advertising; to build spontaneous, affective brand choice, to aid in considered brand choice and to aid in building distinctiveness and salience for the brand. Does the...

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17 Nov The folly of the ‘The Long and the Short of It’

Posted at 10:41h in 10 Lessons, Blog, current news, Current Opportunities, Foretoons, Uncategorized, Whitepapers by Forethought 0 Comments

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Communication designed only to elicit an emotion unaccompanied by a reason to believe are a frightfully inefficient and wasteful if not entirely ineffectual way to spend the communications budget....

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11 Nov Emotion – not a matter for expert judgement

Posted at 11:14h in Blog, current news, Uncategorized, Whitepapers by Forethought 0 Comments

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Given a mere 5% of emotions become a conscious feeling - how exactly do marketing experts assess the emotional “power” of marketing communications? Fact is, they are judging message sent and NOT message received. In our view, this is a MAJOR limitation....

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09 Nov What Colonel Nathan Jessup Could Teach Pollsters

Posted at 09:59h in Blog, current news, Uncategorized, Whitepapers by Forethought 0 Comments

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What is it about insanity and repeating the same errors of four years ago? Once again, pollsters markedly understated the support for President Donald Trump. What could Colonel Nathan Jessup of Guantanamo base, Cuba teach pollsters?...

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05 Mar LESSON 7: Emotional Detonator

Posted at 07:45h in 10 Lessons, Blog, current news, Whitepapers by Forethought 0 Comments

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LESSON 7: Emotional Detonator Create a neural superhighway between choice and your brand The role that emotion plays in choice is as a behavioural “detonator.” Without emotion, we cannot decide. The relative importance of emotion in choice varies by category. So too does the discrete primary emotion...

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03 Mar LESSON 6: What, Not Where

Posted at 07:45h in 10 Lessons, Blog, current news, Whitepapers by Forethought 0 Comments

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LESSON 6: What, Not Where Optimise what you say and then worry about where you say it In the past decade, marketers have become more than a little obsessed with media. That is, where to say the message. The origin of this obsession largely relates to digital media. Even...

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