Page 7 - index
P. 7
RESEARCH, ANALYSIS & TRENDS
Creators should worry less about “When we looked at both arousal She concluded, hitting the nail on
whether the video content contains and valence, content that elicited a the head: “In our supercharged
a baby, a dog or a celebrity, and high-arousal positive emotional re- world, funny isn’t enough—only
instead invest in pre-testing to en- sponse was shared around 70% hilarious will do. Happiness is okay,
sure the material makes the viewer more often on average than the but exhilarating is what we want.
laugh, gasp or get goose bumps.” next highest sharing arousal– Negative high-arousal emotions
valence group, high-arousal nega- can also prompt us to share, but
Similar to Berger and Milkman find- tive,” said Karen Nelson-Field, em- which marketer is brave enough to
ings, her team could prove that phasizing therefore to “focus less risk offending their customers?
“high-arousal positive” emotions on creative appeal and more on Positive emotions are a much safer
were shared more often than those emotional appeal.” bet.” ◊
that drew any other emotional re-
sponse - in fact around twice as By Daniela La Marca
often.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Creators should worry less about “When we looked at both arousal She concluded, hitting the nail on
whether the video content contains and valence, content that elicited a the head: “In our supercharged
a baby, a dog or a celebrity, and high-arousal positive emotional re- world, funny isn’t enough—only
instead invest in pre-testing to en- sponse was shared around 70% hilarious will do. Happiness is okay,
sure the material makes the viewer more often on average than the but exhilarating is what we want.
laugh, gasp or get goose bumps.” next highest sharing arousal– Negative high-arousal emotions
valence group, high-arousal nega- can also prompt us to share, but
Similar to Berger and Milkman find- tive,” said Karen Nelson-Field, em- which marketer is brave enough to
ings, her team could prove that phasizing therefore to “focus less risk offending their customers?
“high-arousal positive” emotions on creative appeal and more on Positive emotions are a much safer
were shared more often than those emotional appeal.” bet.” ◊
that drew any other emotional re-
sponse - in fact around twice as By Daniela La Marca
often.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
