MediaScience is the leading provider of lab-based media and advertising research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin, MediaScience is discovering actionable insights in advertising, technology, media, and consumer trends.
Dr. Duane Varan, the global authority of neuromarketing research, founded Audience Labs (formerly the Interactive Television Research Institute) during his tenure at Murdoch University in Perth, Australia, in 2001. In 2005, he launched the Beyond: 30 Project, a consortium exploring the changing media and advertising landscape, and in 2008, he was approached by Disney Media Networks to set up a dedicated custom research lab on a broader scale – and so MediaScience was born. Though he officially left Murdoch in 2015, he continues to maintain some research links with the University of South Australia and has been widely recognized for his innovative contributions to teaching and the neuromarketing industry as evidenced by a long list of awards and over 90 published academic papers in his field.
Below is an abstract from one of his papers about how Emotional Branding Pays off: How Brands Meet Share of Requirements through Bonding, Companionship, and Love, from the Journal of Advertising Research.
Emotional branding is defined here as the consumer’s attachment of a strong, specific, usage-relevant emotion such as Bonding, Companionship, or Love to the brand. The present large-scale survey of buyers of frequently purchased consumer products finds that, for such products, full-strength emotional branding is attained among, at most, only about 25 per cent of the brand’s buyers but that, if attained, it pays off massively in terms of personal share of purchases. Emotional branding may well be more widely effective for high involvement, positively motivated products (not surveyed here). It seems that advertising can generate the expectancy of strong, specific, emotional attachment, but very favorable brand usage experience must follow if this approach is to be successful. In general, the traditional benefit-based “USP” advertising strategy seems less risky with lesser though more widespread effectiveness.
Rossiter, J. & Bellman, S. (2012).
Emotional Branding Pays Off: How Brands Meet Share of Requirements through Bonding, Companionship, and Love.
Journal of Advertising Research, 52 (3), 291-296.