- Emotions drive behavior.
- Emotions occur at an unconscious level.
- The act of asking about emotions destroys the emotion.
- Emotions are biochemical reactions. These reactions can be read in the body's electrical system physiology.
Advertising Has Three Jobs:
1. Frame brand perceptions by bringing the product into the consideration set and building anticipation of product usage.
2. Enhance the sensory and social experience of actual brand use.
3. Organize memory by establishing brand cues and evoking positive memories.
These effects primarily occur at an unconscious level by stimulating an attention and arousal response that activates emotions, which become feelings of anticipation and pleasure.
This model has been extensively published in highly respected peer reviewed journals. See references in News and Views.
