Fuel Cycle

Emotion Matters! Now What?

As the frameworks of the modern father of Behavioral Economics, Daniel Kahneman, continue to become more widespread in marketing and advertising ideology and practice, we hear “System 1” and “System 2” an awful lot now. We’ve come to understand how important of a role emotion plays in our everyday decision-making but know there’s more to understanding it than just asking consumers “how do you feel?” Putting emotional measurement to work for brands is much more complex than that.

This session will work to demystify the world of emotional measurement, breaking down the different methodologies and models put to work by researchers today.

Learning Objectives:
– How to think about the different emotional models applied to emotional measurement
– What different methods of emotional measurement tell brands
– How to decide what type of measurement is right for your needs

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