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This installment of Ask the Emotional Expert features Patricia Sunderland, Ph.D., anthropologist & founding partner of Practica Group, and co-author (with Rita Denny) of Doing Anthropology in Consumer Research (2007, Left Coast Press, Inc.).

Here’s what Patricia has to say about assessing consumer emotions via “anthropological ethnography.”

Conner:  More and more we are learning that emotions drive humans’, and therefore consumers’, behavior.  What are your thoughts about that?

Sunderland:  There is no question that emotions are a crucial force in human social life in general and for consumption in particular.  In fact, the notion that emotion could ever be abstracted from human thought and consumption — or that such a thing as human behavior exists in which emotion plays no role —  is in large part a result of the historical bifurcation of thought and emotion in Western intellectual traditions.  Thus also Western research traditions.  In terms of understanding consumption, it is a history best left behind.  Moreover, many of the best practices in consumer research take emotion, at least implicitly, into account.

Conner:  What are some techniques you use in your work — anthropological ethnography — to assess emotionality in consumer behavior?

Sunderland: First of all, in our work we incorporate and build on some of the established practices in qualitative research that have taken emotions implicitly into account.  For instance, we often use projective collages and other open-ended assignments as jumping off points for insight and conversation.  Second, in our ethnographic work, in our commitment to attend to the naturally-occurring, in-context unfolding of human action, we provide the space for emotion, thought, and action to naturally emerge and intertwine, and for our attention to attune to that intertwined constellation.  For us, embedded metaphors in language and nuances of word choice and ways of speaking are often among the clues we utilize for appreciating differences in emotional meanings and valence.  Finally, we have found video and audio diaries an enormously useful means of extending ethnographic inquiry in time and space, and the small size of digital audio recorders, which seems to foster a kind of intimacy for participants, has been an unexpected boost in garnering emotional details.  We have had great luck, for example, in asking participants to register tiny, tiny details of changes in moods as well as the minutiae of situations and circumstances that accompany those changes in moods with these recorders.

Conner:  What advice would you give consumer researchers who are interested in assessing consumer emotion?

Sunderland:  If there was one tip I would give, it would be to always keep the cultural and situational specificity of emotions in mind.  As a cultural anthropologist, I am deeply committed to the recognition that emotions and the expression of emotions are variable rather than universal. The sources of inspiration in the cultural terrain of emotion are the nuances and the differences, not the similarities.  Likewise, it is important to consider the context of the occurrence of emotions and the ways in which variations in emotional expression are dependent on context.  Just think about parents and children and the ways a parent’s emotions toward and for a child can depend on the moment — what the child has done as well as what is happening both for the parent and child. And even if there are overarching feelings, the emotions experienced in that moment depend on that particular moment and instance (which, as humans, includes memories of past experiences).  How experienced emotions are expressed is also context dependent. Where are the parent and child?  At school, at home, in the car, in the store?   And it is the same for brands and products.  The context in which brands and products are encountered impacts the interaction with and emotional experience of those brands and products.  I would say we have more to learn and offer our clients by keeping the nuances and specificities of emotions in the forefront than in their glossing over and backgrounding.

Conner:  In the words of Christopher Walken in a Saturday Night Live skit I saw once, “Wowie, wow, wow!”  This is fabulous information.  Thank you!

Patricia Sunderland, located in New York, is a partner of Practica Group LLC (practicagroup.com).  She can be contacted at psunderland@practicagroup.com.

In this feature Emotive® analytics seeks feedback from experts in areas related to emotional assessment.  The initial questions come from Paul Conner.  However, follow up questions can be submitted using the form below the article.

This installment of Ask the Emotional Expert features Paul Bolls, Associate Professor, Strategic Communication and Co-director of the PRIME Lab at the University of Missouri, Columbia.  The PRIME Lab is dedicated to studying consumers’ neurophysiological reactions to various forms of media.

Conner:  More and more we are learning that emotions drive humans’, and therefore consumers’, behavior.  What are your thoughts about that?

Bolls:  It’s not at all surprising that marketing researchers, particularly those working in the area of neuromarketing, are concluding that emotions are the fundamental driver of consumer attitudes, decision-making, and ultimate purchase behavior.  Neuropsychologists have discovered that human emotion, at its most basic level, consists of foundational “approach and avoidance” motivational processes. Activity within these motivational processes gets translated into specific emotions and feelings associated with products and brands. This overarching emotional process determines our more enduring attitudes towards brands which then in turn shape our decision-making and behavior towards specific brands of products. Marketers who do not grasp how critical emotional processes are in determining the degree to which consumers are willing to approach their product, and the role marketing communication plays in associating emotions with brands, are setting themselves up to lose ground to competitors that truly understand how to connect with and sell to the emotional brains of consumers.

Conner:  Tell me generally what you do in The PRIME Lab to study the issue of emotions driving consumer behavior?

Bolls:  In the PRIME Lab, which is housed within the Missouri School of Journalism, we focus on studying how different ways of producing an advertisement impacts emotional processing of the message. We primarily focus on understanding how very specific features of advertisements engage distinct emotional processes during real-time exposure to them. Basically, we study how brand messages can effectively evoke emotional processing that is likely to serve marketing objectives. We combine psychophysiological measures of emotional processing — heart rate, galvanic skin conductance, and facial EMG — with self-report measures of emotional experience, attitudes, memory, and behavioral intentions to fully understand how specific advertising executions are processed by targeted consumers.

Conner:  Can you share an example or two of studies you have conducted that have led to important insights for marketers?

Bolls: Recently, my colleagues and I have done some work examining features of health messages — specifically anti-tobacco messages. In doing this, we have studied the effectiveness of negative graphic images in TV advertisements that evoke strong aversive emotional activation. This research has provided insight into how emotionally aversive content in advertising can in some contexts, when executed appropriately, be extremely effective. The presence of disgusting visual images in anti-tobacco ads when combined with message copy focused on physical health threats resulting from tobacco use was found in our experiments to evoke strong defensive responses in viewers that can potentially decrease memory for the message. However, also including efficacy related copy that is intended to increase confidence in a smoker’s ability to stop smoking was found to dampen smokers’ defensive responses to negatively graphic messages, potentially making such messages more persuasive. It seems like the traditional school of thought in designing public health campaign messages has been to either completely steer clear of emotionally aversive messages or try to scare the daylights out of the target. Our research suggests clear strategies that reflect a more intelligent approach to the execution of negatively graphic health messages that unfortunately few public health campaigns have managed to adopt.

In the realm of radio advertising I have done some work studying how listening to radio ads produced to evoke visual mental imagery is an extremely engaging, emotional, personally relevant experience. High imagery radio ads engage visual cognition and have the potential to positively boost brand attitudes as well as purchase intentions. However, this potential is most realized when emotional images evoked by the radio ad are highly connected to the advertised product. A lot of radio advertising either completely fails to evoke emotional visual imagery or stumbles in associating evoked emotions with the advertised product. What is extremely exciting to me about this line of research is that it is applicable not only to traditional radio advertising, but to any form of audio advertising potentially delivered through podcasts, Internet radio, as well as other websites.

Conner:  What advice or direction would you give to marketers interested in employing some of these techniques?

Bolls:  I think marketers first and foremost need to fundamentally understand both the implicit and explicit emotional associations targeted consumers make with their product’s current design, packaging, as well as brand messaging. Armed with this understanding, marketers can then move towards figuring out how to elicit foundational patterns of appetitive and aversive emotional responses in targeted consumers that will promote a strong favorable emotional relationship between consumers and the brand, purchase behavior and brand loyalty.

Conner:  OK, here’s your chance!  Without getting too salesy, how would you plug your work at The PRIME Lab?  What might you be looking for from people who read this interview?

Bolls: As a research lab housed in a major university, the primary mission of the PRIME Lab is basic research into the design of emotionally powerful brand messages that are more likely to achieve marketing objectives. This is best accomplished through collaborations between academic researchers, like myself, professional marketers, and other marketing researchers. In the process of conducting our basic research we offer the opportunity for testing specific advertising executions. I thoroughly enjoy discussing how the emotional human mind processes brand messages and the implications of this for effective message design. So, if anything in this interview has piqued your interest, I would love to talk with you to discuss any questions as well as the possibility of conducting work in the PRIME Lab that meets specific research needs you might have.

Feel free to contact me at 573-884-0170 office, 573-673-5030 cell, or bollsp@missouri.edu.

Conner:  Thank you very much!

Most marketers rightly see emotions as critical to their product strategies.  They want their targets to feel a certain way.  So a fundamental question they ask is, “WHAT do I want my targeted customers to feel or not feel?”

Some marketers have a good idea of what they want their targets to feel or not feel about their product or brand.  But some do not.  In fact, believe it or not, many marketers simply stop at “I want my customers to feel good about my product and/or bad about my competitors’ products.”  (I’m not kidding.  I hear this a lot.  That’s a start, but not enough.)

This article presents some ideas to consider.

Besides just “good” or “bad,” the most fundamental set of discrete emotions I have seen is a set of four rather vernacular, poetic feelings — mad, glad, sad, or “afrad” (i.e., afraid).

Stepping it up a bit, getting into what prominent scientists think, Ekman’s set of primary emotions consists of happiness, sadness, anger, fear, disgust, contempt, and surprise.  (See Ekman, P. (2003) Emotions Revealed: Recognizing Faces and Feelings to Improve Communication and Emotional Life, Times Books.)    Plutchik’s primary list includes joy, acceptance, fear, surprise, sadness, disgust, anger, and anticipation.  (See Plutchik, R. (1980), Emotion: Theory, research, and experience: Vol. 1. Theories of emotion, 1, New York: Academic.)

(More lists are summarized at http://www.personalityresearch.org/basicemotions/plutchik.html.)

Getting into consumer emotions, Richins found the following to be psychometrically reliable: excitement, joy, pride, contentment, optimism, relief, peacefulness, love, romantic love, loneliness, envy, guilt, fear, shame, sadness, worry, discontent, anger, surprise, and eagerness.  (See Richins, M.L. (1997) Measuring Emotions in the Consumption Experience, Journal of Consumer Research, Vol. 24, No. 2., pp. 127-146.)

At this point, I hope you have a few emotions to consider for your product or brand.  However, I’d like to share another set with you — a set I’ve developed over the past several years of hearing consumers talk about how they feel.

My set, which you can download, appears within this website at Categories of Emotions and Feelings.  Let me summarize the main “factors” — Positive and Negative – within this taxonomy.

Within each of these factors exist more discrete emotions.  For instance, DESIRE includes feeling curious, interested, eager, and envious to name a few.  SADNESS includes feeling disappointed, sad, unfulfilled, and lonely to name a few.

The point here is that once you’ve come to believe that emotions are important in creating the behavior you want, you will need to investigate and choose specific emotions to include in your strategies.  I hope I’ve given you some ideas for your particular application.

If you want to discuss this more, please post a comment or contact me at pconner@experiemotive.com or 314-752-0564.  I’d be interested to hear just how you want your targets to feel.