Research agency claims ANZ ads ‘elicit shame’ in minds of consumers

A market research agency claims it can measure how people really feel about ads by moving a virtual character with a mouse to represent their reaction.

Forethought Research claims consumer decisions are significantly influenced by unconscious reactions to advertising but that consumer research and neuroscience doesn’t currently measure those responses.

Forethought Research calls its unusual methodology “Prophecy Feelings.” The agency carried out a study which it says shows how people really feel about the television advertisements of some of Australia’s leading banks.

Prophecy FeelingsIt claimed the study shows that the NAB ‘Honesty’ TVC  created positive emotions such as happiness and surprise in survey participants, while the ANZ ‘The Mentalist’ TVC created negative feelings, scoring particularly highly for feelings of anger and shame amongst existing customers. The sample size was 226.

NAB vs ANZ Prophecy Feelings

NAB vs ANZ findings from Prophecy Feelings

Forethought Research said it created the methodology because physiological measures like EEG or MRI scans can measure the strength of a response, but  cannot measure the separate emotions people feel.

Rachel Edwardes, director of marketing and international at Forethought Research, told Mumbrella: “There are nine emotions which drive consumption. Only a small amount of what we actually feel becomes known to us but unconscious thought affects our decisions. We know, for examples that anger promotes switching behaviour.”

The Prophecy Feelings methodology was the 2012 Winner of the Research Industry Council of Australia’s Innovation in Methodology Award.


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