1. 1A consumer research company devotedto revealing the emotional dynamics ofconsumer behavior so our clients candevelop more emotionally engagingbrands, products, services, and theirmarketing.www.emotiveanalytics.com

2. 2IMPROVINGPATIENTCOMPLIANCETHROUGHIMPLICITUNDERSTANDINGIMPROVINGPATIENTCOMPLIANCETHROUGHIMPLICIT (subconscious)UNDERSTANDING 3. Yes, 5 minutes.5 Minutes?! Areyou serious?3 4. Tonto Tarzan Frankenstein10 POINTS4 5. 5TontoTarzanFrankensteinIMPROVING PATIENTCOMPLIANCE THROUGHIMPLICIT (subconscious)UNDERSTANDING 6. 6TontoTarzanFrankensteinPOINT 1:Patientcompliance isbehavior.Improving patientcompliance ischanging behavior.Image by Corbis 7. 7TontoTarzanFrankensteinPOINT 2:Behavioral science sayemotion drive behavior.People do what do, buywhat buy, becauseemotion tell to.Situation, experience,cognition trigger drivingemotion. 8. 8TontoTarzanFrankensteinPOINT 3:Emotion worklarge part insubconscious.Here mean implicit.Implicit mean muchmore, but heremean same. 9. 9TontoTarzanFrankensteinPOINT 4:Traditional researchnot find implicitemotion good. Peoplenot share what notaware or scared toshare. Need implicitemotion researchtechnique. 10. 10TontoTarzanFrankensteinPOINT 5:Some implicit emotionresearch techniquessurfacing. Good forimplicit emotionDIMENSIONS (+ or --).Not so good forDISCRETE implicitemotion (excitement,pride, embarrassment,disappointment).NOT TOOGOOD FORDISCRETEEMOTIONS 11. 11TontoTarzanFrankensteinPOINT 6:DISCRETE emotionimportant to drivebehavior.Particular KIND ofemotion oftenwork better. 12. 12TontoTarzanFrankensteinPOINT 7:Implicit priming &misattribution from social &cognitive psychology CANfind implicit discreteemotion. Work by quicklyshowing objects of interestand having people say howfeel about unrelatedstimulus. How feel aboutobjects of interest leakonto unrelated feelings.How much doesthis abstractimage conveyTRUST? 13. 13TontoTarzanFrankensteinPOINT 8:Psychodrama from clinicalpsychology is good QUALITATIVEdiscrete implicit emotionresearch technique. People re-enact consumer behavior soimplicit emotion encoded at timeof behavior show. Better thandialog-based qualitative. Actingout stronger trigger of implicitemotion originally felt.Psychodrama also identifysituations, experiences, cognitionthat trigger discrete implicitemotion. 14. 14TontoTarzanFrankensteinPOINT 9:Research show TRUST, CAREDFOR, CONFIDENT, IN CONTROLimpact patient compliance. Butmost research explicit. Implicitpriming & misattribution andpsychodrama show whatimplicit emotion drive patientcompliance and what trigger it.This how to improve patientcompliance through implicitunderstanding. 15. 15TontoTarzanFrankensteinPOINT 10:Not in healthcare?Implicit priming &misattribution andpsychodrama can helpin same way withimplicit emotionaldynamics that drive yourconsumer behavior.Also works inCPG, communications,restaurants, food service,information technology, B2B,entertainment, recreation, non-profit, etc., etc., etc., etc 16. 16TontoTarzanFrankensteinIDEA!If TRUST is implicitemotion driver, tryhandshake onmedicine bottle.Implicit prime lead tomore patientcompliance. Good. 17. 1710 POINTS FOR IMPROVING PATIENT COMPLIANCE THROUGH IMPLICIT UNDERSTANDING1. Improving patient compliance is changing behavior.2. Behavioral science says emotions drive behavior. And situations, experiences, & cognitions trigger driving emotions.3. Emotions work in large part subconsciously, a.k.a., implicitly.4. Traditional research techniques do not assess implicit emotions very well. Implicit emotional research techniques are needed.5. Implicit emotion research techniques are surfacing, like neuro and biometrics. These are good for implicit emotion DIMENSIONS (positive ornegative), but not so good for DISCRETE implicit emotions (excitement, pride, embarrassment, disappointment).6. DISCRETE emotions are important drivers of behavior. Particular discrete emotions often differentially influence behavior (vs. just positive ornegative feelings).7. Implicit priming & misattribution from social & cognitive psychology CAN assess implicit discrete emotions. They work by quickly showing objectsof interest and having people say how they feel about unrelated stimuli. How people feel about objects of interest leak onto their unrelatedfeelings.8. Psychodrama from clinical psychology is a good qualitative discrete implicit emotion research technique. People re-enact consumer behavior soimplicit emotions encoded at the time of the original behavior surface. Psychodrama is better than dialog-based qualitative because acting outis a stronger trigger of implicit emotions originally felt. Psychodrama also identifies situations, experiences, and cognitions that trigger discreteimplicit emotions.9. Research shows that TRUST, CARED FOR, CONFIDENT, and IN CONTROL impact patient compliance. But most of this research is explicit. Implicitpriming & misattribution and psychodrama can show what implicit emotions drive patient compliance and what trigger them. This how to improvepatient compliance through implicit understanding.10. Not in healthcare? Implicit priming & misattribution and psychodrama can help in the same way with implicit emotional dynamics that drive anyconsumer behavior. 18. 18A consumer research company devotedto revealing the emotional dynamics ofconsumer behavior so our clients candevelop more emotionally engagingbrands, products, services, and theirmarketing.www.emotiveanalytics.com