20. October 2009 by John Schinnerer.

ScienceDaily (Oct. 19, 2009) — Most of us won’t respond to the call of adventure while soaking in a relaxing bath. According to a new study in the Journal of Consumer Research, we’re more likely to book a weekend at a spa. 

“Imagine you are sitting in a bathtub, listening to calm music with gentle candlelight. Add lavender aroma. Then as you flip through a magazine, you come across an advertisement from an amusement park, promising you an exciting place full of adventurous offerings. How appealing would you find the prospect of visiting this amusement park?” write authors Hakkyun Kim (University of Concordia, Canada), Kiwan Park (Seoul National University, Korea), and Norbert Schwarz (University of Michigan). 

The authors found that people evaluate vacation products with adventurous appeals more favorably when they feel excited rather than peaceful, and vice versa. They found that processing advertising claims depends much on the consistency between the message and the consumer’s mood. 

The authors explain that people who see an advertisement that promises an exciting vacation ask themselves, “Would this vacation really make me feel that way?” They are more likely to think a vacation will really be exciting when they currently feel excited rather than peaceful. In other words, incidental emotions influence the perceived likelihood that the product will deliver on its emotional promises: When the current emotions match the promises of the product, people infer that it may really make them feel that way; but when the current emotions mismatch the promises, the discrepancy between their current feelings and the promises suggests that the product may fail to deliver what it promises. 

The researchers’ results suggest that marketers can facilitate the impression that products will deliver on their promises by displaying them in contexts in which consumers’ pre-existing feelings are likely to match the product’s claims. “Exciting sports events are a better arena for advertising exciting vacations than for advertising serene vacations, not only because an exciting vacation may match the audience’s general preferences, but also because an exciting vacation will match the audience’s current feelings,” the authors conclude.

For full article, please click here.

I suppose this makes accurate emotional measurement all the more important. Check out the work I’ve been doing with Resonance Strategies. Great work for marketing, branding, and change initiatives for those who aren’t too fearful. In the consulting work I’ve done, I’ve foudn that dealing with emotions in a business climate sends most business people running for the hills. It’s not rational, it’s emotional! Despite their fears, emotion is still a larger part of the human mind that reason (roughly 90-10%) and dominates most decision-making.

The next step will be matching internal branding campaigns to employee emotions to ensure greater employee productivity. Do I hear individualized internal branding calling? What about individualized external branding and advertising to match ads to consumer emotions and moods?

Savor the day!

John Schinnerer, Ph.D.

Posted in National speakers, Organizational psychology, Emotional mind, Danville CA, Emotion & productivity, Executive coach, Subliminal messages, Employee engagement, Rational mind, Customer Engagement, Guide to Self, Dr. John Schinnerer, Measuring emotions, Innovative brand research, Unique marketing research, Brand Equity, Chief Marketing Officer, Positive Psychology | Print | No Comments »

20. October 2009 by John Schinnerer.

From ScienceDaily (Oct. 20, 2009) — Overweight women’s self-esteem plummets when they view photographs of models of any size, according to a new study in Journal of Consumer Research. And underweight women’s esteem increases, regardless of models’ size.

Authors Dirk Smeesters (Erasmus University, the Netherlands), Thomas Mussweiler (University of Cologne, Germany), and Naomi Mandel (Arizona State University) researched the ways individuals with different body mass indexes (BMIs) felt when they were exposed to thin or heavy media models.

“Our research confirms earlier research that found that normal body mass index (BMI) females’ self-esteem can shift upwards or downwards depending on the model they are exposed to,” the authors write. “Normal BMI females (with BMIs between 18.5 and 25) have higher levels of self-esteem when exposed to moderately thin models (because they feel similar to these models) and extremely heavy models (because they feel dissimilar to these models). However, they have lower levels of self-esteem when exposed to moderately heavy models (because they feel similar) and extremely thin models (because they feel dissimilar).”

This research provides important new insights into how media exposure affects the self-esteem of overweight and underweight women. “Underweight women’s self-esteem always increases, regardless of the model they look at,” the authors explain. “On the other hand, overweight women’s self-esteem always decreases, regardless of the model they look at.” Perhaps surprisingly, overweight and underweight women showed comparable levels of self-esteem when they weren’t looking at models.

Advertisements also affected participants’ eating behavior and intentions to diet and exercise. For example, overweight participants ate fewer cookies and had higher intentions to diet and exercise when exposed to heavy models than when exposed to thin models.

Turn off the TV. Smile. Hang out with friends.

Have a happy day!

John Schinnerer, Ph.D.

Guide To Self, Inc.

Positive psychology coach

Posted in Emotion & learning, Awareness, Emotional management, Danville CA, Emotion & productivity, Executive coach, Subliminal messages, Depression, Happiness, Dr. John Schinnerer, Managing stress, Life coach, Guide to Self, Unique marketing research, Innovative brand research, Positive Psychology | Print | No Comments »

19. October 2009 by John Schinnerer.

This Is Your Brain on Kafka

By: Tom Jacobs  |  September 16, 2009  |  08:55 PM (PDT)  |

Absurdist literature, it appears, stimulates our brains.

Does absurdist literature make you smarter? Giraffe carpet cleaner, it does!

The befuddled tramps in Samuel Beckett’s Waiting for Godot are a poetic personification of paralysis. But new research suggests the act of watching them actually does get us somewhere.

Absurdist literature, it appears, stimulates our brains.

That’s the conclusion of a study recently published in the journal Psychological Science. Psychologists Travis Proulx of the University of California, Santa Barbara and Steven Heine of the University of British Columbia report our ability to find patterns is stimulated when we are faced with the task of making sense of an absurd tale. What’s more, this heightened capability carries over to unrelated tasks.

In the first of two experiments, 40 participants (all Canadian college undergraduates) read one of two versions of a Franz Kafka story, The Country Doctor. In the first version, which was only slightly modified from the original, “the narrative gradually breaks down and ends abruptly after a series of non sequiturs,” the researchers write. “We also included a series of bizarre illustrations that were unrelated to the story.”

The second version contained extensive revisions to the original. The non sequiturs were removed, and a “conventional narrative” was added, along with relevant illustrations.

All participants were then shown a series of 45 strings of letters, which they were instructed to copy. They were informed that the strings, which consisted of six to nine letters, contained a strict but not easily decipherable pattern.

They were then introduced to a new set of letter strings, some of which followed the pattern and some of which did not. They were asked to mark which strings followed the pattern.

Those who had read the absurd story selected a higher number of strings as being consistent with the pattern. More importantly, they “demonstrated greater accuracy in identifying the genuinely pattern-congruent letter strings,” the researchers report. This suggests “the cognitive mechanisms responsible for implicitly learning statistical regularities” are enhanced when we struggle to find meaning in a fragmented narrative.

[snip]

To Prolux and Heine, these finds suggest we have an innate tendency to impose order upon our experiences and create what they call “meaning frameworks.” Any threat to this process will “activate a meaning-maintenance motivation that may call upon any other available associations to restore a sense of meaning,” they write.

So it appears Viktor Frankl was right: Man is perpetually in search of meaning, and if a Kafkaesque work of literature seems strange on the surface, our brains amp up to dig deeper and discover its underlying design.

For full article, please click here.

Smile, you’re alive!

John Schinnerer, Ph.D.

A Curious Guy

Guide To Self, Inc.

Danville CA 94526

Posted in Corporate Culture, Emotion & learning, Curiosity, Employee engagement, San Ramon CA, Meaning-making, Unsconscious mind, Executive coach, Awareness, Consciousness, Guide to Self, Creativity, Dr. John Schinnerer, Unique marketing research, Chief Marketing Officer, Rational mind, Customer Engagement, Business & psych | Print | No Comments »

1. October 2009 by John Schinnerer.

Science Daily

‘Today, the journal Emotion publishes a study by a UCL team led by Professor Nilli Lavie, which provides evidence that people are able to process emotional information from subliminal images and demonstrates conclusively that even under such conditions, information of negative value is better detected than information of positive value.

In the study, Professor Lavie and colleagues showed fifty participants a series of words on a computer screen. Each word appeared on-screen for only a fraction of second – at times only a fiftieth of a second, much too fast for the participants to consciously read the word. The words were either positive (e.g. cheerful, flower and peace), negative (e.g. agony, despair and murder) or neutral (e.g. box, ear or kettle). After each word, participants were asked to choose whether the word was neutral or ‘emotional’ (i.e. positive or negative), and how confident they were of their decision.

The researchers found that the participants answered most accurately when responding to negative words – even when they believed they were merely guessing the answer.

‘There has been much speculation about whether people can process emotional information unconsciously, for example pictures, faces and words,’ says Professor Lavie. ‘We have shown that people can perceive the emotional value of subliminal messages and have demonstrated conclusively that people are much more attuned to negative words.’

‘Clearly, there are evolutionary advantages to responding rapidly to emotional information. We can’t wait for our consciousness to kick in if we see someone running towards us with a knife or if we drive under rainy or foggy weather conditions and see a sign warning ‘danger’.’

This is a favorite subject of mine - the unconscious mind and things that affect it. Priming is an amazing example where the unconscious mind is influenced by messages that are flashed for less than .33 seconds (the point at which a stimulus is too quick for our eyes to consciously pick up and be aware of). The unconscious mind can be dramatically influenced by subliminal messages, and even sentences in which the words are mixed up.

When I present, I make a point of using such techniques to lead the audience to a more positive emotional state (e.g., joy, contentment, curiosity, awe, surprise, pride, happiness, or interest). I always tell the audience what I am doing and why. Then I let them know just how easy it is to influence the mind by way of these techniques. The scariest part, to me, is that Madison Avenue is aware of such techniques as well. And while there are laws to prevent the use of subliminal messages in advertising. There are no laws of which I know that prohibit techniques such as scrambling the words in a sentence or the letters in a word as was recently done in a Kaiser Permanente Thrive campaign ad. Fortunately, the word that is scrambled is ‘thrive’ so, in my mind, there is little or no negative impact on viewers.

However, it is to our benefit that we be mindful, cautious and aware of these techniques that speak to the unconscious mind as they do influence our behaviors, often outside of our conscious awareness.

Stay awake!

John Schinnerer, Ph.D.

Guide To Self, Inc.

Positive Psychology Coach

Posted in Awareness, Mindfulness, National speakers, Emotion & learning, Subliminal messages, Danville CA, Subconscious mind, Consciousness, Innovative brand research, Dr. John Schinnerer, Unique marketing research, Brand Equity, Emotional management, Emotional mind, Positive Psychology | Print | No Comments »

6. July 2009 by John Schinnerer.

More and more, advances in technology are enabling emotion-sensing technologies with greater sophistication and accuracy. While software has monitored voices for agitation and pacing of voice in call centers for some time, we are nearing an age of gadgets that sense our moods, emotions, degree of agitation, stress, depression, and more.

Imagine your car sensing you are getting highly frustrated in a traffic jam, so the GPS suggests an alternative route with less traffic.

Picture an entertainment center that reads cues of depression and adjusts your entertainment to pick up your mood (e..g, changing the channel from drama to comedy).

Think of an iPhone that measures galvanic skin response (perspiration) and alters your playlist to calm you down when you show sign of stress or anger.

Computer programs are able to correctly identify the six universal emotions (via Ekman) at a rate of 88%. The average human correctly identifies the same emotions at roughly 49% (slightly less than pure chance).

 So how does the thought of emotion-sensing robots or computer gadgets make you feel?

Think about it from a perspective of interest and curiosity.

Then think about it from a feeling of paranoia and fear.

You may arrive at two completely separate conclusions based simply on your emotional starting point.

Here is the complete story from New Scientist

http://www.newscientist.com/article/mg20327151.400-emotional-robots-will-we-love-them-or-hate-them.html?full=true

Cheers,

Dr. John Schinnerer

Positive Psychology Coach and  Author

www.GuideToSelf.com

Posted in The human brain, Emotional mind, Music psychology, Curiosity, Emotion and technology, Depression, Unique marketing research, Dr. John Schinnerer, Guide to Self, Emotional IQ, Innovative brand research, Measuring emotions | Print | No Comments »