Social Engineering Blogs

An Aggregator for Blogs About Social Engineering and Related Fields

Emotional Advertising

TV and video analytic firm Ace Metrix has introduced a new Emotional Sentiment Index (ESI) metric for determining the level of emotional engagement consumers have with ads.

According to Research.com Marketers are measuring the emotional engagement of consumers to better market their products.

How are they doing this ?

They add up the positive and negative words used by consumers in response to a particular ad. Each ad is given a score to aid advertisers in how well a particular ad engages emotionally with its intended audience.

“We are dedicated to developing new and better metrics that allow brands to effectively measure the ad creative as it relates to their specific objectives. For some campaigns the objective is rational, for others – emotional,” said Peter Daboll, Ace Metrix CEO.

Want to Know Who Ranks Where?

The Dawn soap campaign, “Dawn Saves the Wildlife” (pictured), depicting ducks, penguins and otters being rescued and cleaned ranks the highest on the index  It has emotional index scores of 96 and 100. However, an ad for pest terminator Terminix – called “Tentacles Over Cupcakes” – holds one of the lowest places on the index at 12. It features up-close animations of bugs and critters invading the home.

 What are your thoughts on the Evolution of Advertising ?
Do you know of any new tools being used or developed ?

Guilt: A Time Bound Emotion?

Guilt seems to be an emotion that affects a person only outside of the present moment.  That is, it seems to have a grave effect on either the past or the future or both.  Due to this anomaly The Huffington Post has reports Guilt is a Time-Bound Emotion.

 What Does that Really Mean ?

When a person expresses guilt about indulging in sweets, in anger, or in infidelity, they are directing attention to the negative effects that will occur in some future time, i.e., gain of weight, pimples,etc.  The article goes on to point out that you can also feel guilty for something you’ve already done.

One might feel guilty about the way they treated their friend, wife or neighbor.  This type of retrospective guilt is time-bound, but it is not motivated by the fear of punishment or reprisal.  Whatever has happened has already happened, and you are filled with a kind of remorse for your behavior.

Whether an individual is feeling guilty or feeling in danger of being guilty as charged,  they effectively remove themselves from the present tense and are fixated on the future or the past.

Therefore, the avoidance of the present is one of the functions of guilt.

 Share your Insights on the time-bound emotion Guilt with the Humintell Community

Self Deception – The Power of Expectation and Belief

Michael Shermer debunks myths, superstitions and urban legends, and explains why we believe them.

In his insightful TED talk on self deception he delves into the cognitive and psychological science behind delusional, irrational and unconscious self deceiving thought that attempts to manifest itself as a category of reality in the world.

“We have association learning and naturally find patterns in the things around us” Shermer states.

He goes on to note, there is a danger to pseudo science and believing in that science.  “We evolved there was a natural selection for a propensity for our belief engines, our pattern seeking brain processes to always find meaningful patterns.”

The “Kissing” experiment at the end of this 19 min video is worth the watch.

 

Click here to view the embedded video.