Emotion, Attention and Memory in Advertising
How can brand campaigns leverage the interplay of attention, memory and emotion to influence people's choices?
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotionbased advertising can be highly effective, but to be truly effective it needs to be more than just a good story.
This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people's brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotionlinked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes.
Looking for diamonds
The Diamond Producers Association recently released a new set of ads. They aim to reintroduce the idea of diamonds to the relationships and aspirations of millennials. This is a group for whom "forever" is a meaningless concept along with tradition, eternity and commitment. Their focus is the journey, not the destination.
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