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How we perceive marketing messages depending on our mood17 Jun

I’ve just come across an article Happy People See More on the Neuromarketing blog. According to it, the results of a new study by the University of Toronto suggest that our mood influences what we see:

΅Participants were shown images designed to affect their mood in a good, neutral, or bad way. Then they were shown images, each with a face in the middle and surrounded by a place, such as a house. Participants were asked to identify the gender of the face. When in a bad mood, participants only took in information about the face. When in a good mood, participants also took in information about the surroundings.” (Source: www.webmd.com)

This is a very interesting conclusion because it relates to the article on Prevage Body by Elizabeth Arden that I posted yesterday. Personally, I got into a bad mood while looking at this, in my view, sad ad and reading the accompanying text. As a result of the bad mood, I also intuitively rejected the product in question.

The University of Toronto research is not going beyond the analysis of what people actually see while in a certain mood. The research does not make any conclusions as to what would happen next after our vision has excluded some elements of an image we are exposed to. However, I can imagine that if we’re exposed to an ad, we would hardly make a purchase it intends to trigger if we’re in a bad mood. Which might or might not be the result of the ad itself!

As a counter-example to Prevage Body, I am posting a video by Dove which ran a campaign of its Pro-age line giving the theme of self-esteem a positive tone:

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About Olga

Olga Slavkina is an international brand and marketing strategy expert based in Brussels and managing partner of SCHMOOZY FOX. Originally from Latvia, Olga was educated in the United States, where she was a Fulbright student at The Fletcher School (Tufts University), and Spain. She holds an MBA from IE Business school in Madrid, which holds the No. 1 position in the 2012 Financial Times ranking of European business schools.

Fluent in several European languages, Olga works with companies around the world to help them launch new products and services, reposition existing ones, and make them relevant and meaningful to their customers.

Olga’s expert opinion on branding and marketing has been featured in Financial Times, TechCrunch, Personal Branding Blog and other publications. Olga’s concept of Funky Brands™ has been nominated for the Accenture Innovation Award 2011. Olga tweets as @schmoozyfox.

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