Emotional Profiles Of Samsung And Sony Presentation

Emotional Profiles of Samsung and Sony:Discovering Evident and Hidden Feelings for Improved Emotional Marketing

July 2009

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PREFACE

Recent research in neuroscience and psychology confirms that emotions strongly, ifnot exclusively, drive people’s behavior1, including their behavior as consumers.Also, studies convincingly show that people being researched via traditionalmarket research techniques often can’t or won’t convey their emotions2, includinghow 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 arealso called “implicit.”

Recognizing the importance of emotions, as well as the need to assess both explicitand implicit emotions, this study used a technique that effectively revealed howcertain college students explicitly and implicitly felt about two prominent brandsof consumer electronics — Samsung and Sony. Furthermore, the study showedhow 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 andexecutions that will trigger specific emotions needed to improve considerationand purchase of their branded products.

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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

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ABOUT experiEmotive® analytics

experiEmotive® analytics (EMA) is aconsumer research company thatconducts emotional research to discoverthe “experience-to-emotional motivechains” that drive consumer behavior.

EMA’s work is fundamentally based onthe experiEmotive® model, diagrammedat right. The experiEmotive® model saysthat experiences initiate largelyunconscious cognitive, emotional, andphysiological processing that drivesbehavior; and emotions are the fuel thatdoes the serious driving.

EMA uses a variety of techniques, all designed to effectively assess emotional dynamics. Because emotionsare largely “implicit” (i.e., either unconsciously operating or consciously guarded), special techniques areneeded. All of EMA’s work intends to support more effective emotional marketing, particularly moreemotionally engaging product designs, brand identities & positionings, advertising, and customer serviceexperiences, if not more.

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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.

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APPLICATIONS AND INFORMATION OBJECTIVES

Help Samsung and Sony brand/marketing executives…

• Get new ideas for what emotions to trigger tooptimize their brand’s preference and/or ownershipamong college students...

By answering the following questions:

1. “Net-net,” do college students feel more positive or morenegative about my brand?

2. What specific feelings do college students have about my brandand how strong are those feelings?

3. Are there important feelings that college students have that areoperating unconsciously or are deliberately being hidden forsome reason? If so, what are they?

4. Which of these feelings is most impacting preference for orownership of my brand among college students?

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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.

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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

• Emotions (implicitly) associated with prime disproportionately “leak” onto symbol task

Does this symbol mean this word?

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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 the brand

• Baseline control images worked in with brand representation images

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As you reflect upon …, how … do you feel?

A Lot A Little Not At All

RESULTS

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SAMSUNG PREFERENCES AND OWNERSHIP

• Generally moderate preference rankings, except relatively high for cell phone.

• Except for cell phone, slightly higher non-product (i.e., image) preference.

• Almost three-quarters claimed to own a Samsung product.

Average Samsung Preference Ranks and Ownership Percentage

General Preference 2.54

Recommend Preference 2.54

Television Preference 2.92

Laptop Preference 2.85

Cell Phone Preference 1.72

Average Overall Preference 2.51

Average Non-Product Preference 2.54

Average Product Preference 2.50

Ownership 74.4%

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.

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SAMSUNG EMOTIONAL PROFILE (Total Sample)

368 26 33 15 13

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Explicit

Implicit

Overall EmotionalityTotal +595 (+201); Explicit +443

(+140); Implicit +152 (+61)

Red bars and numbers within represent standardized degrees of explicit emotion (i.e., conscious and willing), blue bars and numbers within the same for implicit emotions (i.e., unconscious or unwilling). Numbers above or below bars indicate the total degree of emotion (the addition of explicit and implicit). Positive scores for positive emotions are 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 individual emotion scores (10). Overall Emotionality scores inside parentheses are additions of pooled emotion scores (2).

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Among all respondents, Samsung showed high positive emotionality (+595), andhigher than Sony. Respondents felt most positively excited & impressed (consistentlyexplicit & implicit). In fact, all positive emotions showed desired (positive) scores,consistently explicit & implicit (but stronger explicit). Almost all negative emotionswere explicitly & implicitly in the desired direction (negative scores), especially notbored about Samsung. An undesired result was slight implicit disgust.

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SAMSUNG EMOTIONAL PROFILE (Higher Minus Lower Preference)

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Explicit

Implicit

Overall EmotionalityTotal +504 (+156); Explicit +458 (+146);

Implicit +45 (+11)

In this chart, we show the “emotional profile” differences between those who expressed higher (N-18) vs. lower (n=21) averaged brand preference for Samsung. (To assign respondents we divided the sample as evenly as possible into the higher “half” vs. the lower “half” in terms of their preference for Samsung averaged across all categories of preference.) All 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 indicate which emotions differentiated the two groups, signaling emotions that need attention to optimize Samsung’s brand preference.

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When examining the differences between Samsung’s Higher Preference (HP) vs. Lower Preference(LP) respondents, we found that the strongest overall positive differentiating emotion wasconfidence. However, it is worth noting that feeling explicitly cared for & implicitly playful alsostrongly differentiated HPs from LPs. On the negative side, it is quite interesting that HPs felt moreexplicitly negative, too, especially betrayed. However, implicit negative feelings were generally inthe desired (negative score) direction, except for strong implicit worry. In sum, although HPs feltmore positive, they also felt more explicitly negative too, signaling a delicate “emotional tightrope”among those who were more engaged with Samsung.

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SAMSUNG’S IMPACTFUL EMOTIONS

Samsung Multiple Regression Results - Explicit Emotions Only

Outcome Variables R2 p Significant Betas

General Preference 0.334 0.002 xCARED FOR -.526; xBORED .390; xPLAYFUL .346

Recommend Preference 0.152 0.014 xCARED FOR -.390

Television Preference 0.171 0.009 xCONFIDENT -.413

Laptop Preference No significant predictors

Cell Phone Preference No significant predictors

Average Overall Preference 0.198 0.005 xCONFIDENT -.445

Average Non-Product Preference 0.165 0.010 xCARED FOR -.407

Average Product Preference 0.163 0.011 xCONFIDENT -.403

Ownership No significant predictors

Samsung Multiple Regression Results - Implicit Emotions Only


General Preference 0.165 0.010 iPLAYFUL -.406

Recommend Preference No significant predictors

Television Preference 0.132 0.023 iIMPRESSED -.363



Average Overall Preference 0.139 0.019 iPLAYFUL -.373

Average Non-Product Preference 0.136 0.021 iPLAYFUL -.369

Average Product Preference No significant predictors


Samsung Multiple Regression Results - Explicit and Implicit Emotions


General Preference 0.285 0.002 iPLAYFUL -.375; xCARED FOR -.348

Recommend Preference 0.152 0.014 xCARED FOR -.390

Television Preference 0.323 0.001 xCONFIDENT -.438; iIMPRESSED -.391



Average Overall Preference 0.310 0.001 xCONFIDENT -.415; iPLAYFUL -.336

Average Non-Product Preference 0.277 0.003 xCARED FOR -.377; iPLAYFUL -.336

Average Product Preference 0.163 0.011 xCONFIDENT -.403


• Explicitly, feeling cared for, not bored, and (interestingly) not playful most positively impacted non-product (i.e., image) brand preference, and feeling confident most positively impacted product brand preference.

• Implicitly, feeling playful most positively impacted non-product and product brand preference, and feeling impressed most positively impacted preference for Samsung televisions.

• When considered together, feeling implicitly playful and explicitly cared formost impacted non-product brand preference, and feeling explicitly confident and implicitly impressed most positively impacted product brand preference.

• Because of high Samsung ownership (74.4%), insufficient ownership variability prevented significant results for the impact of specific emotions on Samsung ownership.

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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 ofimplicit 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 higherpreference = 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.

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.

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RESULTS

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http://rds.yahoo.com/_ylt=A9G_bDhzkEtKO44A23ajzbkF/SIG=125c81j9e/EXP=1246552563/**http:/korolenko.kharkov.com/images/Sony_logo.jpg

SONY PREFERENCES AND OWNERSHIP

• Generally high preference rankings, except relatively low for cell phone.

• Except cell phone, slightly higher non-product preference.

• Almost 90% claimed to own a Sony product.

Average Sony Preference Ranks and Ownership Percentage

General Preference 1.55

Recommend Preference 1.59

Television Preference 1.59

Laptop Preference 1.34

Cell Phone Preference 2.00

Average Overall Preference 1.61

Average Non-Product Preference 1.57

Average Product Preference 1.64

Ownership 89.7%

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.

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SONY EMOTIONAL PROFILE (Total Sample)

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Overall EmotionalityTotal +402 (+132); Explicit +250

(+117); Implicit +152 (+15)

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Among all respondents, Sony showed moderately high positive emotionality (+402),but not as high as Samsung. Respondents felt most positively impressed, butexplicitly, not implicitly. In fact, except for feeling cared for, implicit positive emotionsall had undesired (negative) scores. Although respondents felt strongly andconsistently not bored with Sony, implicit annoyance and slight disgust emerged.

Red bars and numbers within represent standardized degrees of explicit emotion (i.e., conscious and willing), blue bars and numbers within the same for implicit emotions (i.e., unconscious or unwilling). Numbers above or below bars indicate the total degree of emotion (the addition of explicit and implicit). Positive scores for positive emotions are 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 individual emotion scores (10). Overall Emotionality scores inside parentheses are additions of pooled emotion scores (2).

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SONY EMOTIONAL PROFILE (Higher Minus Lower Preference)

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Overall EmotionalityTotal +85 (+25); Explicit +107 (+8);

Implicit -22 (+17)

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When examining the differences between Sony’s Higher Preference (HP) vs. LowerPreference (LP) respondents, we found consistent differences between explicit & implicitfeelings. On the positive side, HPs felt explicitly (but not implicitly) more playful, explicitly(but not implicitly) more cared for, and implicitly & explicitly more impressed. On thenegative side, HPs felt implicitly less disgusted, annoyed, betrayed, and worried; but theyfelt explicitly more annoyed, betrayed, disgusted, and worried. In fact, mixed explicit &implicit feelings resulted for all emotions except impressed and (not) bored.

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In this chart, we show the “emotional profile” differences between those who expressed higher (N-15) vs. lower (n=14) averaged brand preference for Sony. (To assign respondents we divided the sample as evenly as possible into the higher “half” vs. the lower “half” in terms of their preference for Sony averaged across all categories of preference.) All 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 indicate which emotions differentiated the two groups, signaling emotions that need attention to optimize Sony’s brand preference.

SONY’S IMPACTFUL EMOTIONS

• Explicitly, feeling playful most positively impacted non-product (i.e., image) and product brand preference.

• (Interestingly) Implicitly, feeling betrayed most positively impacted preference for Sony televisions, but no other implicit emotions significantly predicted preference.

• When considered together, feeling explicitly playful most impacted non-product brand preference and (again, interestingly) feeling implicitly betrayed most positively impacted preference for Sony televisions.

• Because of high Sony ownership (89.7%), insufficient ownership variability prevented significant results for the impact of specific emotions on Sony ownership.

• The interesting positive impact of feeling implicitly betrayed is thought to relate to an underlying strong personal connection necessary for betrayal to even exist.

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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 ofimplicit 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 higherpreference = 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.

Sony Multiple Regression Results - Explicit Emotions Only


General Preference 0.137 0.048 xPLAYFUL -.370

Recommend Preference 0.138 0.047 xPLAYFUL -.371

Television Preference 0.159 0.032 xPLAYFUL -.399



Average Overall Preference 0.172 0.025 xPLAYFUL -.415

Average Non-Product Preference 0.145 0.042 xPLAYFUL -.380



Sony Multiple Regression Results - Implicit Emotions Only


General Preference No significant predictors

Recommend Preference No significant predictors

Television Preference 0.197 0.016 iBETRAYED -.444



Average Overall Preference No significant predictors

Average Non-Product Preference No significant predictors



Sony Multiple Regression Results - Explicit and Implicit Emotions


General Preference 0.137 0.048 xPLAYFUL -.370

Recommend Preference 0.138 0.047 xPLAYFUL -.371

Television Preference 0.197 0.016 iBETRAYED -.444



Average Overall Preference 0.172 0.025 xPLAYFUL -.415

Average Non-Product Preference 0.145 0.042 xPLAYFUL -.380



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.

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COMPARING SAMSUNG AND SONY

SAMSUNG

• Moderate brand preference (except high for cell phone).

• Stronger overall positive emotions.

• Explicitly, more excited, but also more disgusted.

• Implicitly, more impressed, excited, confident, and playful, but also more betrayed and bored.

• Non-product (image) brand preference driven by feeling implicitly playful and explicitly cared for.

• Product brand preference driven by feeling implicitly impressed and implicitly confident.

SONY

• High brand preference.

• Strong overall positive emotions, but mixed implicit and explicit.

• Explicitly, more confident, impressed, and cared for, but also more annoyed, betrayed, bored, and worried.

• Implicitly, more cared for, but also more worried and annoyed.

• Non-product (image) brand preference driven by feeling explicitly playful.

• Product brand preference driven by feeling explicitly playful and implicitly betrayed.

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COMPETITIVE RECOMMENDATIONS FOR SAMSUNG AND SONY

STRATEGY SAMSUNG SONY

Explicitly Leverage... Explicitly excitedExplicitly confident,

impressed, and playful

Implicitly Leverage…Implicitly playful and

cared for

Investigate/address…Explicitly disgusted /

Implicitly betrayed and bored

Explicitly annoyed, betrayed, bored, worried/ Implicitly worried and

annoyed

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Note: These recommendations are “competitive” in that they emphasize emotions that are stronger or weaker relative tothe 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.

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 ([email protected] or

314-752-0564).

5. Receive a detailed proposal from experiEmotive® analytics.

6. Agree on proposal and conduct the study.

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mailto:[email protected]

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.)

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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.”

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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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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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Emotional Profiles Of Samsung And Sony Presentation

Business

implicit emotions

implicit feelings task

hidden emotions

evident emotions

specific emotions

emotional profiles of

importance of emotions

brand ownership