University of Bath School of Management University of Bath School of Management

Measuring the Power of Emotion in Advertising

Measuring the Power of Emotion in Advertising

Research at the University of Bath demonstrating that emotion exerts a powerful influence on brand choice has benefited advertising practice through the development of a market research tool known as the Cognitive Emotive Power Test. Major multinationals (for example: Wal-Mart, General Motors, Ford Europe, Nestle, Kraft, Procter & Gamble, Disney, Starbucks) have used this system to pre-test advertisements and to select from among competing ads those that score highest on the emotional response scale. Since 2011 Ipsos ASI, the largest advertising pre-testing company in the world has licensed CEP®Test to support up to 10,000 advertising tests annually, resulting in greater brand marketing effectiveness. As a result of the research, companies can improve the ability of their advertising to build a strong brand.