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Hearts or Minds?
Do your communications connect on a conscious
and subconscious level?
Viv Farr, Managing Director (London) & Avanti Ananthram (NY) Narrative Health
System 1
Fast
Intuitive
Automatic
Subconscious /
implicit
Low effort
Large capacity
System 2
Slow
Deliberate
Considered
Conscious /
explicit
High effort
Low capacity
FEEL
THINK ACT FEEL
ACT THINK
More
Accessible
Less
Obtrusive
Lower Cost More
Experience
John Wanamaker
Famous
Industrialist
Half my
advertising
is wasted –
but which half?
EXPLICIT MEASURES
Self reported verbal or visual rating
IMPLICIT MEASURES
RED BLUE GREEN PURPLE BLACK
RED BLUE GREEN PURPLE BLACK
Implicit association test (IAT)
Eye Tracking
Courtesy of SensoMotoric Instruments (SMI), www.smivision.com”
Electrodermal activity (EDA)
BaselineBaseline Advert
EEG
Courtesy of Mindlabs
Facial action coding (FACs)
EXPERIMENT
Do we get different results between
explicit emotional (visual & verbal) and
implicit evaluation of 2 concepts?
Experiment: 2 award winning concepts evaluated
Focus on
empathy for situation(n=50)
Focus on
benefits of therapy(n=50)
Explicit & implicit disconnect evident!
JoyMotivating
Rejuvenati
ngHopeful
JoyMotivating
Rejuvenati
ngHopeful
TastelessSad
ProvokedConcern
TastelessSad
ProvokedConcern
Explicit & implicit disconnect evident!
SadWorried
Uneasy
SadWorried
Uneasy
Explicit & implicit disconnect evident!
LiberatingUplifting
MotivatingJoy
LiberatingUplifting
MotivatingJoy
Explicit & implicit disconnect evident!
FINAL THOUGHTS
1.
Empirical evidence has shown the importance of
subconscious processing in decision making &
communication effectiveness…
2. 3.
Why do we
score
communication
rationally
when we want
them to tap
into
customers’
subconscious?
Do we risk just
ending up with
safe adverts
that don’t
challenge –
merely selecting
the winner of a
beauty parade?
We can better
assess whether
communications
are really
connecting to
avoid
misallocation
of resources.
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