Applied NeuroKnowledge

The Wild Animals Experiment:

Eliciting and Measuring Emotional Response

Marketing research and advertising studies currently use Facial Action Coding (FAC) to test dynamic material looking at both overall emotional response and moment-by-moment changes. At Affectiva, the leading purveyor of FAC data, studies have not, yet, been conducted with static marketing materials such as logos, print/web ads, and package designs.

The Wild Animals Experiment is basic research using FAC to study emotional response to static images. The overall goals of the study are to use a set of photos to elicit emotions, analyze the responses, and establish analytic tools to enable economical testing of large numbers of images. The design can then be adapted and the method used with a variety of marketing materials.