This document presents the results of an emotional profiling study of the brands Samsung and Sony conducted with college students. The study assessed both explicit emotions that people are consciously aware of and willing to report, as well as implicit emotions that operate unconsciously or that people may be unwilling to disclose. For Samsung, the results showed moderate brand preference and high ownership levels among respondents. Respondents reported strongly positive feelings toward Samsung overall, particularly feeling excited and impressed, and not bored. However, some respondents implicitly reported feeling slightly disgusted by the brand. Certain positive emotions like feeling cared for, confident, and playfully were found to most impact brand preference. Those with higher preference also expressed some explicit negative feelings. For Sony, the results

1. Emotional Profiles of Samsung and Sony:
Discovering Evident and Hidden Feelings for Improved Emotional Marketing
July 2009
1

2. PREFACE
Recent research in neuroscience and psychology confirms that emotions strongly, if
not exclusively, drive people’s behavior1, including their behavior as consumers.
Also, studies convincingly show that people being researched via traditional
market research techniques often can’t or won’t convey their emotions2, including
how their emotions affect their behavior.
Evident emotions are those that people can and will disclose. They are also called
“explicit.” Hidden emotions are those that people can’t or won’t disclose. They are
also called “implicit.”
Recognizing the importance of emotions, as well as the need to assess both explicit
and implicit emotions, this study used a technique that effectively revealed how
certain college students explicitly and implicitly felt about two prominent brands
of consumer electronics — Samsung and Sony. Furthermore, the study showed
how the respondents’ explicit and implicit emotions related to (i.e., “drove”)
preference for the two brands.
This information can be used by Samsung and Sony to develop strategies and
executions that will trigger specific emotions needed to improve consideration
and purchase of their branded products.
2

3. CONTENTS
ABOUT experiEmotive® analytics ………. 4
APPLICATIONS AND INFORMATION OBJECTIVES ………. 6
METHODS ………. 7
SAMSUNG RESULTS ………. 10
Samsung Preferences and Ownership (11)
Samsung’s Emotional Profiles (Total & Higher Minus Lower Preference) (12-13)
Samsung’s Impactful Emotions (14)
Samsung Summary (15)
SONY RESULTS ………. 16
Sony’s Preferences and Ownership (17)
Sony’s Emotional Profiles (Total & Higher Minus Lower Preference) (18-19)
Sony’s Impactful Emotions (20)
Sony Summary (21)
COMPARING SAMSUNG AND SONY ………. 22
COMPETITIVE RECOMMENDATIONS FOR SAMSUNG AND SONY ………. 23
HOW TO CONDUCT AN EMOTIONAL PROFILING STUDY ………. 24
NOTES AND REFERENCES ………. 25
3

4. ABOUT experiEmotive® analytics
experiEmotive® analytics (EMA) is a
consumer research company that
conducts emotional research to discover
the “experience-to-emotional motive
chains” that drive consumer behavior.
EMA’s work is fundamentally based on
the experiEmotive® model, diagrammed
at right. The experiEmotive® model says
that experiences initiate largely
unconscious cognitive, emotional, and
physiological processing that drives
behavior; and emotions are the fuel that
does the serious driving.
EMA uses a variety of techniques, all designed to effectively assess emotional dynamics. Because emotions
are largely “implicit” (i.e., either unconsciously operating or consciously guarded), special techniques are
needed. All of EMA’s work intends to support more effective emotional marketing, particularly more
emotionally engaging product designs, brand identities & positionings, advertising, and customer service
experiences, if not more.
4

5. In essence,
experiEmotive® analytics
works to…
Find the emotions that move
(stimulate, compel, entice, inspire, stir,
arouse, provoke, incite, etc.) people
to
buy your products and services.
5

6. APPLICATIONS AND
INFORMATION OBJECTIVES
Help Samsung and Sony brand/marketing executives…
• Get new ideas for what emotions to trigger to
optimize their brand’s preference and/or ownership
among college students...
By answering the following questions:
1. “Net-net,” do college students feel more positive or more
negative about my brand?
2. What specific feelings do college students have about my brand
and how strong are those feelings?
3. Are there important feelings that college students have that are
operating unconsciously or are deliberately being hidden for
some reason? If so, what are they?
4. Which of these feelings is most impacting preference for or
ownership of my brand among college students?
6

7. METHODS
• Recruited college students at the University of Texas Arlington
for a study about “Feelings Under Different Levels of
Distraction”
• Randomly assigned them to a Samsung or Sony condition
– Ultimately, 39 were analyzed for Samsung, 29 for Sony
• Asked them a series of questions and had them complete
“feelings” tasks
– Order of questions/tasks: Demographics, implicit feelings task,
explicit feelings task, brand ownership, brand preference
• Converted implicit and explicit feelings task responses to
standardized scores
• Performed (regression-based) driver analyses to identify
emotions most impacting brand preference and ownership
• More about the implicit and explicit feelings tasks on the next two pages.
7

8. IMPLICIT FEELINGS TASK
• Based on well-founded
“implicit assessment”
techniques in social/cognitive
psychology3
• Present a “prime” (brand
representation)
• Misdirect respondent to
symbol/emotion word task
Does this symbol
mean this word? • Emotions (implicitly)
associated with prime
disproportionately “leak”
onto symbol task
8

9. EXPLICIT FEELINGS TASK
• More straightforward
• Present a brand representation
• Ask respondent to rate how
much he/she feels a certain
feeling as he/she reflects upon
As you reflect upon …, the brand
how … do you feel?
• Baseline control images worked
 A Lot  A Little  Not At All in with brand representation
images
9

10. RESULTS
10

11. SAMSUNG PREFERENCES
AND OWNERSHIP
Average Samsung Preference Ranks • Generally moderate
and Ownership Percentage preference rankings, except
General Preference 2.54 relatively high for cell phone.
Recommend Preference 2.54
Television Preference 2.92
• Except for cell phone, slightly
Laptop Preference 2.85
Cell Phone Preference 1.72
higher non-product (i.e.,
Average Overall Preference 2.51 image) preference.
Average Non-Product Preference 2.54
Average Product Preference 2.50 • Almost three-quarters claimed
Ownership 74.4% to own a Samsung product.
Preferences: 1 = Most preferred; 2 = 2nd most preferred; 3 = 3rd most preferred; 4 = 4th most preferred; 5 = 5th most preferred in
general, when recommending to others, when purchasing television, laptop, and cell phone. Average Overall = across all five
rankings; Average Non-Product = across general and recommend; Average Product = across television, laptop, and cell phone.
Note: Numerically lower preference ranks mean stronger preference.
Ownership: Percentage claiming to currently own a Samsung product.
11

12. SAMSUNG EMOTIONAL PROFILE (Total Sample) Red bars and
150 numbers within
119
Overall Emotionality represent
Standardized Emotion Effect Score
108 standardized degrees
100 82 Total +595 (+201); Explicit +443 of explicit emotion
68 (i.e., conscious and
86 54
72 (+140); Implicit +152 (+61) willing), blue bars
50 24 42 67 and numbers within
41 1 the same for implicit
36 16 26 33 emotions (i.e.,
0 8 15 13 13
-6 -11 -23 -12 unconscious or
-25 -30
-37 unwilling). Numbers
-56
-50 -56 -30 above or below bars
-68 -48 indicate the total
Explicit -62 -60 degree of emotion
-100 Implicit -79 (the addition of
-93 explicit and implicit).
Positive scores for
-150 Excited positive emotions are
Bored
Impressed
Worried
Cared For
Disgusted
Playful
Annoyed
POOLED POS EMOS
Confident
Betrayed
POOLED NEG EMOS
desired, as are
negative scores for
negative emotions.
Vice versa are not
desired. Pooled
positive and negative
emotion scores are
derived from
grouping the five
emotions in each
category. Overall
Emotionality scores
outside parentheses
Among all respondents, Samsung showed high positive emotionality (+595), and are additions of
individual emotion
higher than Sony. Respondents felt most positively excited & impressed (consistently scores (10). Overall
Emotionality scores
explicit & implicit). In fact, all positive emotions showed desired (positive) scores, inside parentheses
consistently explicit & implicit (but stronger explicit). Almost all negative emotions are additions of
pooled emotion
were explicitly & implicitly in the desired direction (negative scores), especially not scores (2).
bored about Samsung. An undesired result was slight implicit disgust.
12

13. SAMSUNG EMOTIONAL PROFILE (Higher Minus Lower Preference) In this chart, we show
200 176 the “emotional
Overall Emotionality profile” differences
Standardized Emotion Effect Score
140 130
between those who
150 Total +504 (+156); Explicit +458 (+146); expressed higher (N-
96 109 18) vs. lower (n=21)
100 78 41 Implicit +45 (+11) averaged brand
90 72 20
17 53 preference for
88 44 Samsung. (To assign
50 81 53 89 4
70 respondents we
50 34 43 32 33 49 divided the sample as
0 21 19 11
-15 evenly as possible
-26 -47
-50 -58 into the higher “half”
-4
-50 vs. the lower “half” in
Explicit -15 terms of their
Implicit -25 preference for
-100
Samsung averaged
across all categories
-150 Excited of preference.) All
Bored
Impressed
Worried
Cared For
Disgusted
Annoyed
POOLED POS EMOS
Confident
Playful
Betrayed
POOLED NEG EMOS
keys, colors, and
emotion scores have
the same meaning as
in the previous chart.
The emotion scores in
this chart were
calculated by
subtracting the lower
preference
respondents’ emotion
scores from the
higher preference
respondents’. Results
When examining the differences between Samsung’s Higher Preference (HP) vs. Lower Preference indicate which
(LP) respondents, we found that the strongest overall positive differentiating emotion was emotions
confidence. However, it is worth noting that feeling explicitly cared for & implicitly playful also differentiated the
two groups, signaling
strongly differentiated HPs from LPs. On the negative side, it is quite interesting that HPs felt more emotions that need
explicitly negative, too, especially betrayed. However, implicit negative feelings were generally in attention to optimize
Samsung’s brand
the desired (negative score) direction, except for strong implicit worry. In sum, although HPs felt preference.
more positive, they also felt more explicitly negative too, signaling a delicate “emotional tightrope”
among those who were more engaged with Samsung.
13

14. Outcome Variables
Samsung Multiple Regression Results - Explicit Emotions Only
R2 p Significant Betas
SAMSUNG’S
General Preference 0.334 0.002 xCARED FOR -.526; xBORED .390; xPLAYFUL .346 IMPACTFUL EMOTIONS
Recommend Preference 0.152 0.014 xCARED FOR -.390
Television Preference
Laptop Preference
0.171 0.009 xCONFIDENT -.413
No significant predictors
• Explicitly, feeling cared for, not bored, and
Cell Phone Preference No significant predictors (interestingly) not playful most positively
Average Overall Preference 0.198 0.005 xCONFIDENT -.445 impacted non-product (i.e., image) brand
Average Non-Product Preference 0.165 0.010 xCARED FOR -.407
Average Product Preference 0.163 0.011 xCONFIDENT -.403
preference, and feeling confident most
Ownership No significant predictors positively impacted product brand
preference.
Samsung Multiple Regression Results - Implicit Emotions Only
Outcome Variables R2 p Significant Betas • Implicitly, feeling playful most positively
General Preference 0.165 0.010 iPLAYFUL -.406
impacted non-product and product brand
Recommend Preference No significant predictors
Television Preference 0.132 0.023 iIMPRESSED -.363
preference, and feeling impressed most
Laptop Preference No significant predictors positively impacted preference for Samsung
Cell Phone Preference No significant predictors
televisions.
Average Overall Preference 0.139 0.019 iPLAYFUL -.373
Average Non-Product Preference
Average Product Preference
0.136 0.021 iPLAYFUL -.369
No significant predictors
• When considered together, feeling
Ownership No significant predictors implicitly playful and explicitly cared for
most impacted non-product brand
Samsung Multiple Regression Results - Explicit and Implicit Emotions
preference, and feeling explicitly confident
Outcome Variables R2 p Significant Betas
General Preference 0.285 0.002 iPLAYFUL -.375; xCARED FOR -.348
and implicitly impressed most positively
Recommend Preference 0.152 0.014 xCARED FOR -.390 impacted product brand preference.
Television Preference 0.323 0.001 xCONFIDENT -.438; iIMPRESSED -.391
Laptop Preference No significant predictors • Because of high Samsung ownership
Cell Phone Preference No significant predictors (74.4%), insufficient ownership variability
Average Overall Preference 0.310 0.001 xCONFIDENT -.415; iPLAYFUL -.336
Average Non-Product Preference 0.277 0.003 xCARED FOR -.377; iPLAYFUL -.336
prevented significant results for the impact
Average Product Preference 0.163 0.011 xCONFIDENT -.403 of specific emotions on Samsung
Ownership No significant predictors ownership.
The top table shows the impacts of explicit emotions only on various preferences and ownership. The middle table shows the impacts of implicit emotions only. The bottom table shows the impacts of
implicit and explicit emotions together. R2 = the degree of variance in the outcome variables explained by the emotions. p = the significance of the model. “i” = implicit. “x” = explicit. Because higher
preference = a lower number, negative betas indicate a positive relationship with preference and vice versa. For more detail regarding the contents of these tables, see Notes and References #4.14

15. SAMSUNG SUMMARY
• Samsung’s brand preference was moderate, ownership relatively
high among these respondents.
• Overall, the respondents felt strongly positive toward Samsung (and
stronger than for Sony), particularly excited, impressed, and not
bored. Explicit feelings were stronger than implicit.
• A noticeable undesired result was that respondents implicitly felt
slightly disgusted toward Samsung.
• Feeling explicitly cared for and confident, and implicitly playful
most drove Samsung’s positive brand preference. We feel that the
“surprise” was identifying implicit playfulness as strongly impactful.
• Although overall respondents felt positive toward Samsung,
respondents who showed higher brand preference also expressed
some explicit negative feelings, particularly feeling annoyed,
betrayed, and disgusted. This may relate to an overall strong
interest in (i.e., engagement with) Samsung (as opposed to apathy),
which carries greater emotional sensitivity across the board.
15

16. RESULTS
16

17. SONY PREFERENCES
AND OWNERSHIP
Average Sony Preference Ranks and
Ownership Percentage • Generally high preference
General Preference 1.55 rankings, except relatively low
Recommend Preference 1.59 for cell phone.
Television Preference 1.59
Laptop Preference 1.34 • Except cell phone, slightly
Cell Phone Preference 2.00 higher non-product preference.
Average Overall Preference 1.61
Average Non-Product Preference 1.57 • Almost 90% claimed to own a
Average Product Preference 1.64
Ownership 89.7%
Sony product.
Preferences: 1 = Most preferred; 2 = 2nd most preferred; 3 = 3rd most preferred; 4 = 4th most preferred; 5 = 5th most preferred in
general, when recommending to others, when purchasing television, laptop, and cell phone. Average Overall = across all five
rankings; Average Non-Product = across general and recommend; Average Product = across television, laptop, and cell phone.
Note: Numerically lower preference ranks mean stronger preference.
Ownership: Percentage claiming to currently own a Sony product.
17

18. SONY EMOTIONAL PROFILE (Total Sample) Red bars and
150 numbers within
Overall Emotionality represent
Standardized Emotion Effect Score
standardized degrees
71 60
100
58 Total +402 (+132); Explicit +250 of explicit emotion
(i.e., conscious and
45 38
49 (+117); Implicit +152 (+15) willing), blue bars
50 87 90 and numbers within
32 56 67 51 the same for implicit
1
17 14 emotions (i.e.,
0 -11 -9 -13 0 5 0
1
-16 -30 -31 -22 -21 unconscious or
-42 -51 unwilling). Numbers
-30 -8 -16 above or below bars
-50
-42 indicate the total
Explicit -61 -36
degree of emotion
-100 Implicit -87 (the addition of
explicit and implicit).
Positive scores for
-150 Excited positive emotions are
Bored
Impressed
Worried
Cared For
Disgusted
Annoyed
POOLED POS EMOS
Confident
Playful
Betrayed
POOLED NEG EMOS
desired, as are
negative scores for
negative emotions.
Vice versa are not
desired. Pooled
positive and negative
emotion scores are
derived from
grouping the five
emotions in each
category. Overall
Emotionality scores
outside parentheses
are additions of
Among all respondents, Sony showed moderately high positive emotionality (+402), individual emotion
scores (10). Overall
but not as high as Samsung. Respondents felt most positively impressed, but Emotionality scores
explicitly, not implicitly. In fact, except for feeling cared for, implicit positive emotions inside parentheses
are additions of
all had undesired (negative) scores. Although respondents felt strongly and pooled emotion
scores (2).
consistently not bored with Sony, implicit annoyance and slight disgust emerged.
18

19. SONY EMOTIONAL PROFILE (Higher Minus Lower Preference) In this chart, we show
200 the “emotional
Overall Emotionality profile” differences
Standardized Emotion Effect Score
Explicit between those who
150
Implicit Total +85 (+25); Explicit +107 (+8); expressed higher (N-
15) vs. lower (n=14)
100 81 45
55
Implicit -22 (+17) averaged brand
3 preference for Sony.
38 36 19 (To assign
50 89 7
22
5 78 respondents we
51 45 37 divided the sample as
0 16 4 14 14 20 23
-10 -9 -23 -18 -2 -16 evenly as possible
-48 -30 -44 -33 -44 into the higher “half”
-6
-50 -16 -35 vs. the lower “half” in
-24 terms of their
preference for Sony
-100
averaged across all
categories of
-150 Excited preference.) All keys,
Bored
Impressed
Worried
Cared For
Disgusted
Annoyed
POOLED POS EMOS
Confident
Playful
Betrayed
POOLED NEG EMOS
colors, and emotion
scores have the same
meaning as in the
previous chart. The
emotion scores in this
chart were calculated
by subtracting the
lower preference
respondents’ emotion
scores from the
higher preference
respondents’. Results
indicate which
When examining the differences between Sony’s Higher Preference (HP) vs. Lower emotions
Preference (LP) respondents, we found consistent differences between explicit & implicit differentiated the
two groups, signaling
feelings. On the positive side, HPs felt explicitly (but not implicitly) more playful, explicitly emotions that need
(but not implicitly) more cared for, and implicitly & explicitly more impressed. On the attention to optimize
Sony’s brand
negative side, HPs felt implicitly less disgusted, annoyed, betrayed, and worried; but they preference.
felt explicitly more annoyed, betrayed, disgusted, and worried. In fact, mixed explicit &
implicit feelings resulted for all emotions except impressed and (not) bored.
19

20. Sony Multiple Regression Results - Explicit Emotions Only SONY’S
Outcome Variables R2 p Significant Betas
General Preference 0.137 0.048 xPLAYFUL -.370 IMPACTFUL EMOTIONS
Recommend Preference 0.138 0.047 xPLAYFUL -.371
Television Preference 0.159 0.032 xPLAYFUL -.399 • Explicitly, feeling playful most positively
Laptop Preference No significant predictors
Cell Phone Preference No significant predictors
impacted non-product (i.e., image) and
Average Overall Preference 0.172 0.025 xPLAYFUL -.415 product brand preference.
Average Non-Product Preference 0.145 0.042 xPLAYFUL -.380
Average Product Preference No significant predictors • (Interestingly) Implicitly, feeling betrayed
Ownership No significant predictors
most positively impacted preference for
Sony Multiple Regression Results - Implicit Emotions Only Sony televisions, but no other implicit
Outcome Variables R2 p Significant Betas emotions significantly predicted preference.
General Preference No significant predictors
Recommend Preference No significant predictors • When considered together, feeling
Television Preference 0.197 0.016 iBETRAYED -.444 explicitly playful most impacted non-
Laptop Preference No significant predictors
Cell Phone Preference No significant predictors
product brand preference and (again,
Average Overall Preference No significant predictors interestingly) feeling implicitly betrayed
Average Non-Product Preference No significant predictors most positively impacted preference for
Average Product Preference No significant predictors
Ownership No significant predictors
Sony televisions.
Sony Multiple Regression Results - Explicit and Implicit Emotions • Because of high Sony ownership (89.7%),
Outcome Variables R2 p Significant Betas insufficient ownership variability prevented
General Preference 0.137 0.048 xPLAYFUL -.370 significant results for the impact of specific
Recommend Preference 0.138 0.047 xPLAYFUL -.371
Television Preference 0.197 0.016 iBETRAYED -.444
emotions on Sony ownership.
•
Laptop Preference No significant predictors
Cell Phone Preference No significant predictors The interesting positive impact of feeling
Average Overall Preference 0.172 0.025 xPLAYFUL -.415 implicitly betrayed is thought to relate to an
Average Non-Product Preference 0.145 0.042 xPLAYFUL -.380
underlying strong personal connection
Average Product Preference No significant predictors
Ownership No significant predictors necessary for betrayal to even exist.
The top table shows the impacts of explicit emotions only on various preferences and ownership. The middle table shows the impacts of implicit emotions only. The bottom table shows the impacts of
implicit and explicit emotions together. R2 = the degree of variance in the outcome variables explained by the emotions. p = the significance of the model. “i” = implicit. “x” = explicit. Because higher
preference = a lower number, negative betas indicate a positive relationship with preference and vice versa. For more detail regarding the contents of these tables, see Notes and References #4.
20

21. SONY SUMMARY
• Sony brand preference was high, ownership very high among these
respondents.
• Overall, the respondents felt positive toward Samsung (but not as
strongly as for Samsung), particularly impressed and not bored.
• Explicit feelings were stronger than implicit. In fact, implicit
positive feelings consistently showed negative emotion scores.
• A noticeable undesired result was that respondents implicitly felt
slightly annoyed and disgusted toward Sony. Furthermore, those
who preferred Sony more, felt more explicitly annoyed by them.
• Feeling explicitly playful and (interestingly) implicitly betrayed most
drove Sony’s positive brand preference. We feel that the implicit
betrayal impact might be due to a strong personal relationship that
must precede betrayal.
• Mixed explicit vs. implicit emotions existed for Sony, particularly
among those with stronger brand preference. In many instances,
explicit and implicit emotions were in opposite directions.
21

22. COMPARING SAMSUNG AND SONY
SAMSUNG SONY
• Moderate brand preference (except
• High brand preference.
high for cell phone).
• Strong overall positive emotions, but
• Stronger overall positive emotions.
mixed implicit and explicit.
• Explicitly, more excited, but also more
• Explicitly, more confident, impressed,
disgusted.
and cared for, but also more annoyed,
• Implicitly, more impressed, excited, betrayed, bored, and worried.
confident, and playful, but also more
• Implicitly, more cared for, but also
betrayed and bored.
more worried and annoyed.
• Non-product (image) brand preference
• Non-product (image) brand preference
driven by feeling implicitly playful and
driven by feeling explicitly playful.
explicitly cared for.
• Product brand preference driven by
• Product brand preference driven by
feeling explicitly playful and implicitly
feeling implicitly impressed and
betrayed.
implicitly confident.
22

23. COMPETITIVE RECOMMENDATIONS
FOR SAMSUNG AND SONY
STRATEGY SAMSUNG SONY
Explicitly confident,
Explicitly Leverage... Explicitly excited
impressed, and playful
Implicitly playful and
Implicitly Leverage…
cared for
Explicitly annoyed,
Explicitly disgusted /
betrayed, bored, worried
Investigate/address… Implicitly betrayed and
/ Implicitly worried and
bored
annoyed
Note: These recommendations are “competitive” in that they emphasize emotions that are stronger or weaker relative to
the competing brand. Other absolute recommendations follow from each individual analysis, shown earlier. For instance,
respondents felt strongly impressed by Samsung, too, so feeling impressed can (should) also be leveraged by Samsung.
23

24. HOW TO CONDUCT AN
EMOTIONAL PROFILING STUDY
1. Determine your target market specifications.
2. Think about or decide what specific emotions you
want to profile (up to 10).
3. Think about/decide how you want your brand to be
represented (e.g., just words, logo, etc.).
4. Communicate this information to Paul Conner at
experiEmotive® analytics (pconner@experiemotive.com or
314-752-0564).
5. Receive a detailed proposal from experiEmotive®
analytics.
6. Agree on proposal and conduct the study.
24

25. NOTES AND REFERENCES
1. Support for the fact that emotions drive behavior comes from neuroscience and psychology, and is
being widely accepted in marketing. The following quotes and references provide support:
“The essential difference between emotion and reason is that emotion leads to action while reason
leads to conclusions.” (Calne, D. (2000). Within Reason: Rationality and Human Behavior. Vintage
Books.)
“Although beliefs may guide our actions, they are not sufficient to initiate action. No matter how
rational your thoughts about helping the needy may be, you need an emotional impulse before you
actually volunteer to help. Emotions are prime candidates for turning a thinking being into an
actor.” (Frijda, N.H., Manstead, S.R., & Bem, S. (2000). The Influence of Emotions on Beliefs. In
N.H. Frijda, A.S.R Manstead, and S. Bem (Ed.), Emotions and Beliefs: How Feelings Influence
Thoughts (pp. 1-9), Maisson des Sciences de l’Homme and Cambridge University Press.)
“Customers are always emotional. That is, they always have feelings, sometimes intense, other
times barely perceptible, when they make purchases or engage in commercial transactions. One
thing is certain: no one is entirely neutral about consuming.” (Barlow, J. & Maul, D. (2000).
Emotional Value: Creating Strong Bonds with Your Customers. Berrett-Koehler Publishers, Inc.)
“Emotion is not an aberrant element when making buying decisions, but a necessary condition if
decisions are not to be continually postponed.” (O’Shaughnessy, J. and O’Shaughnessy, N.J. (2003).
The Marketing Power of Emotion. Oxford Press.)
“We now accept that human beings are powered by emotion, not by reason. Emotion and reason
are intertwined, but when they are in conflict, emotion wins every time. [Emotion] controls our
rationality, our decision making.” (Roberts, K. (2002). Annual ESOMAR Conference, Barcelona.)
25

26. NOTES AND REFERENCES
2. That people often can’t or won’t convey their true emotions happens for two primary reasons, which we
call “unconscious” and “unwilling”. People often can’t reveal their emotions because emotions operate in
large part unconsciously — i.e., below one’s level of awareness. Also, people often won’t reveal their
emotions (i.e., they are “unwilling”) because it is often socially or culturally unacceptable to do so.
Collectively, these two emotional dynamics — unconscious and unwilling — are called “implicit”.
Support for the “unconscious” problem is as follows:
“We are not aware of most of our emotional reactions: we cannot ‘feel’ the emotion. Most of our
emotional life takes place in the unconscious. Emotions under the consciousness threshold do have a
large influence on what we perceive and how we react to it.” (Franzen, G. and Bouwman, M. (2001). The
Mental World of Brands: Mind, Memory and Brand Success. WARC.)
“The real causes of human action are unconscious, so it is not surprising that behavior could often arise —
as in automaticity experiments — without the person’s having conscious insight into its causation.”
(Wegner, D.M. (2002). The Illusion of Conscious Will. Bradford Books, The MIT Press.)
“According to most estimates, about 95 percent of thought, emotion, and learning occurs in the
unconscious mind — that is, without our awareness.” (Zaltman, G. (2003). How Customers Think:
Essential Insights Into the Mind of the Market. Harvard Business School Press.)
Support for the “unwilling” problem comes from Rapaille (Rapaille, C. (2006). Marketing to the Reptilian
Brain. Forbes.):
“It's not that people intentionally lie during surveys and focus groups; it's that they try too hard to please.
When asked about their interests and preferences, they tend to give answers they believe the questioner
wants to hear. This is because people respond with their cerebral cortexes, the part of the brain that
controls intelligence, rather than emotion or instinct. Their answers are the product of deliberation. In
most cases, however, they aren't saying what they feel.”
26

27. NOTES AND REFERENCES
3. The implicit assessment feature of our approach been adapted from implicit techniques widely used in cognitive
and social psychology. These techniques involve activating implicit emotional associations with targeted objects
(in this case brands) and then misdirecting respondents to an unrelated task. Implicit emotional associations
surface as “leakages” onto responses to the unrelated task.
Generally speaking, there are two types of implicit measurement approaches: 1) priming techniques, adapted
largely from approaches credited to Fazio (Fazio, R.H. & Olson, M.A. (2003). Implicit Measures in Social Cognition
Research: Their Meaning and Use. Annual Review of Psychology, 54: 297-327.); and 2) IAT (Implicit Association
Test) techniques, adapted largely from approaches credited to Greenwald (Greenwald, A.G., McGhee, D.E., &
Schwartz, J.L.K. (1998). Measuring Individual Differences in Implicit Cognition: The Implicit Association Test.
Journal of Personality and Social Psychology, 74, 1464-1480.). Both reveal “inner content” (e.g., attitudes,
emotions, etc.) that are either unconscious (therefore, explicitly unavailable) or altered in explicit expression.
We adapted a particular priming technique for this research. The technique is called the Affective Misattribution
Procedure (AMP) developed by Keith Payne (Payne, B.K., Cheng, C.M., Govorun, O., & Stewart, B.D. (2005). An
Inkblot for Attitudes: Affect Misattribution as Implicit Measurement. Journal of Personality and Social Psychology,
89(3), 277-293.). It is beyond the scope of this report to comprehensively discuss the genesis and effectiveness of
this technique. However, studies using the AMP have shown that implicit emotions can increase prediction of
evaluations and behavior beyond their explicit expression (see Payne, B.K., Govorun, O., & Arbuckle, N. (2008).
Automatic Attitudes and Alcohol: Does Implicit Liking Predict Drinking? Cognition and Emotion, 22 (2), 238-271.).
A particular feature of our technique is increased robustness by assessing the effects of multiple discrete emotions
as opposed to global positive or negative emotions (which has been the standard in most priming and IAT studies).
In other words, we adapted the AMP to identify more specific emotions that impact behavior (e.g., excited vs.
impressed vs. confident vs. secure), not just “feeling good” or “feeling bad” in general. We felt accomplishing this
would provide brand managers more powerful direction for marketing their products. To support the possibility of
effectively assessing discrete emotions, Arbuckle found the AMP to distinguish implicit feelings of fear, anger, and
disgust and showed that those differences related to different stereotypical images of African Americans (see
Arbuckle, N. (2006). Developing an Implicit Measure of Emotion. Unpublished Master’s Thesis.).
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28. NOTES AND REFERENCES
4. Multiple regressions provide a well-founded statistical procedure for assessing the impact of our explicit and
implicit emotions on brand preference and ownership. Multiple regressions work to examine the impact of
individual predictor (independent) variables on an outcome (dependent) variable after accounting for the
impact of all of the other predictor variables in the model.
To examine the impact of the explicit and implicit emotions on various measures of brand preference and
ownership, we conducted three multiple regressions using three sets of predictor variables for each of the
outcome variables (the brand preference and ownership variables listed). The three sets of predictor variables
were the 10 explicit emotions by themselves, the 10 implicit emotions by themselves, and the 20 explicit and
implicit emotions together.
The tables present the results of these multiple regressions. The following comments help to explain the
information in these tables.
• R2 is a measure of the variance of the outcome variables explained by the predictor variables in the
model.
• p indicates the significance level of the model. All models indicate statistically significant relationships
between the predictor and outcome variables, assuming .05 is accepted as statistical significance.
• Significant betas indicate the standardized impact of emotions that had significant impacts on the
outcome variable after accounting for the impact of all of the other predictor variables in the model.
Specifically, a standardized beta represents the number of standardized units of change in the
outcome variable given one standardized unit of change in the predictor variable.
Since preferences were ranked measures, negative betas indicate that as an emotion “got stronger” (i.e.,
moved to a higher emotion effect), preference increased (i.e., moved to a lower rank, closer to 1, which
indicated stronger preference); positive betas indicate that as an emotion “got stronger”, preference
decreased.
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