Developing unbiased measures of customer likes and dislikes

Nov 02, 2011

Companies around the world rely on various marketing strategies to make their brands more appealing to customers, and now, according to a study published in the online journal PLoS ONE, they may have an actual physiological method they can use to test their success.

Many rely on self-reporting by consumers, which can be biased and unreliable. To combat these shortcomings, the authors of the recent work, led by Peter Walla of University of Newcastle in Australia, showed that the brains' emotional and motivational reaction accurately reflect whether a study subject likes or dislikes a particular brand.

Strikingly, the brains' reaction is measured without requiring any explicit verbal responses. "Self-reported measures of emotion are cognitively polluted", says Dr. Walla, and based on these results, the authors suggest that companies may be able to improve their product development by introducing such measures.

Explore further: Performance measures for CEOs vary greatly, study finds

More information: Walla P, Brenner G, Koller M (2011) Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing. PLoS ONE 6(11): e26782. doi:10.1371/journal.pone.0026782

add to favorites email to friend print save as pdf

Related Stories

A 'brand' new world: Attachment runs thicker than money

Nov 04, 2010

Can you forge an emotional bond with a brand so strong that, if forced to buy a competitor's product, you suffer separation anxiety? According to a new study from the USC Marshall School of Business, the answer is yes. In ...

MRI shows brains respond better to name brands

Nov 28, 2006

Your brain may be determining what car you buy before you've even taken a test drive. A new study gauging the brain's response to product branding has found that strong brands elicit strong activity in our brains. The findings ...

When will a message of social responsibility backfire?

Jul 14, 2011

Consumers don't react positively to all messages of corporate social responsibility, according to a new study in the Journal of Consumer Research. The message needs to line up with consumers' mindsets and understanding of the ...

Recommended for you

Performance measures for CEOs vary greatly, study finds

7 hours ago

As companies file their annual proxy statements with the U.S. Securities and Exchange Commission (SEC) this spring, a new study by Rice University and Cornell University shows just how S&P 500 companies have ...

Investment helps keep transport up to speed

11 hours ago

Greater investment in education and training for employees will be required to meet the future needs of the transport and logistics industry, according to recent reports by Monash University researchers.

Sharing = Stealing: Busting a copyright myth

Apr 11, 2014

Consumers copy and share digital files. This has been blamed for a potentially catastrophic decline in certain markets. But why do consumers copy? And is it as economically harmful as often thought?

User comments : 1

Adjust slider to filter visible comments by rank

Display comments: newest first

hush1
not rated yet Nov 02, 2011
"Self-reported measures of emotion are cognitively polluted" - Peter

The filters for 'pollution' are absolute.
Not.
The bias to sell is a bias, is it not?

More news stories

Down's chromosome cause genome-wide disruption

The extra copy of Chromosome 21 that causes Down's syndrome throws a spanner into the workings of all the other chromosomes as well, said a study published Wednesday that surprised its authors.

Simplicity is key to co-operative robots

A way of making hundreds—or even thousands—of tiny robots cluster to carry out tasks without using any memory or processing power has been developed by engineers at the University of Sheffield, UK.