1. Brand Relationships: Strengthened by Emotion, Weakened by Attention by Robert Heath, David Brandt and Agnes Nairn (2006) Maria Park 07016946 2009

2. Agenda Pure Affect Models The Article:  Methodology  Findings  Implications  Applications  Limitations Conclusion

3. Pure Affect Models Holbrook (1986) – Affective Affective responses to advertising include:  Formation of an attitude toward the brand.  Formation of an attitude toward the ad. ´´Mere exposure`` theories:  Response competition  Optimal arousal  Two-factor theory Sheth (1999):   ads  brand preference (classical conditioning).

4. Brand Relationships: Strengthened by Emotion, Weakened by Attention

5. Methodology Quantify:  Strength of the brand relationship – favourability expanded semantic scale  Communication – Emotive Power TM CEP TM Test  Metacommunication – Cognitive Power TM (Cognitive Emotive Power Test) If Watzlawick et al.’s 5 axioms are applicable to advertising, then Emotive Power TM should correlate with strong brand relationships rather than the Cognitive Power TM. 43 TV adverts: United States - 23 & United Kingdom – 20 Identical studies in both countries Online surveys 2 independent samples of respondents

6. Findings Stepwise multiple regression Results consistent across the two countries Watzlawick et al.’s theory applicable in advertising:  Emotional creativity  brand relationships Emotionally persuasive adverts work Focus on emotional metacommunication – the creativity

7. Implications Watzlawick et al. (1967):  Rational content of advertising fades quickly.  Emotional content endures. Damasio (2000):  Emotions and feelings are formed precognitively & preattentively. Bornstein (1992):  Nonconsciously processed emotional content processed consciously, weakens its effectiveness. Bornstein (1992):  Less aware consumers are of emotional elements, the better they to work.

8. Applications TfL - 'Safer Travel at Night‘ by M&C Saatchi Campaign Live Àuthentic Caribbean Rum - 'The True Rum‘

9. Limitations Alternative explanations to strong brand relationships are not considered. Attention is hard to measure and the test used was relatively new. Stepwise multiple regression can only ascertain relationships, but not the underlying causal mechanism. Most authors recommend 10 to 20 times as many observations as one has variables. Otherwise the estimates of the regression line are unstable and unlikely to replicate if one were to do the study over. For best results 60 respondents should have been questioned. The study does not give out the number of the sample and the number of cases is just 43.

10. Conclusion Advertising that needs to get factual message over works best if high attention is paid to it. If advertising wishes to build strong brand relationships, it needs to incorporate high levels of emotional content, and this emotional content will be most effective if less attention is paid to it.

11. References Heath, R., Brandt, R. and Nairn, A. (2006) Brand Relationships: Strengthened by Emotion, Weakened by Attention. Journal of Advertising Research, Vol 46 (4),pp.410-419 Blackston, M. (1992) ´´Observations: Building Brand Equity by Managing the Brand’s Relationships``, Journal of Advertising Research, Vol 32 (3), pp.79-83 Gordon, W. (2006) ´´What Do Consumer Do Emotionally with Advertising?`` Journal of Advertising Research, Vol 46 (1), pp.2-10 Bornstein, R.F. (1992) ´´Subliminal Mere Exposure Effects`` in Perception Without Awareness: Cognitive, Clinical, and Social Perspectives, R.F. Bornstein and T.S. Pittman, New York: The Guilford Press. Transport for London – Latest 'Safer Travel at Night' campaign to tackle illegal cabs and touting, 23.09.2008 [www] tfl.gov.uk/corporate/media/newscentre/archive/9410.aspx (03.12.2009) visit4info – True Rum [www] visit4info.com/sitecontent/LG/fullZZZZZZPRW090524232557PIC.jpg (03.12.2009) visit4info – True Rum [www] visit4info.com/sitecontent/LG/fullZZZZZZPRW090424003630PIC.jpg (03.12.2009) visit4info – True Rum [www] visit4info.com/sitecontent/LG/fullZZZZZZPRW090921010442PIC.jpg (03.12.2009) Statsoft.com – Multiple Regression [www] statsoft.com/TEXTBOOK/stmulreg.html#assumptions (04.12.2009)

12. Thank you for the attention! Any questions?