Why the best companies make you feel something
How to make famous advertising? Well, logic and facts aren’t as important as we think. Content is less important we think. Our feelings matter most. Emotions are king. John takes us through the 7 emotional states. And tells us which ones work best.
2 Responses to “Why the best companies make you feel something”
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It depresses me how some market researchers seem to read one book on a topic and misunderstand it.
John says Ekman’s work shows that “there are seven emotions that are universal in the world.”
No.
Ekman’s work shows that there are seven facial expressions of emotion that are universal.
There are many more emotions than this, and in the 1990s Ekman produced a list of basic emotions, including a range of positive and negative emotions not all of which are encoded in facial muscles.
His point was that the expressions associated with some emotions were basic or biologically universal to all humans.
Not that there are seven emotions that are universal in the world.
Dominic. Firstly thanks for watching and I’m glad it provoked enough emotion for you to write a comment – much appreciated.
Just to say, the 7 emotions I referred to are not Kahneman’s work but Paul Ekman, who’s work is about the emotions we’ve evolved to read in people’s faces. There are many more emotions but the 7 that we can read in people’s faces and which we use to test the potency of adverts are; surprise, sadness, anger, fear, contempt, dusgust and happiness [seems you may have felt one or two of these watching my talk].
I guess it proves two things; that as I say in the content, people pay far less attention to the content than we or they think [we remember emotionally] and at least it means I must have read at least 2 books to produce the talk.
Delighted to be able to be able to have a heated debate – much better than neutrality for memorability.