How Advertisers Are Using Robots to Play With Your Feelings

Measuring emotions can lead to more effective marketing


In the world of beer advertising, emotional attachment is everything. Marketers are often trying to sell consumers feelings—game-day excitement, nightclub cachet, good times with friends—as much as they are the beverage itself. But if the two aren’t intrinsically connected, the advertiser risks producing emotional ambiguity.

That was the dilemma that startup Spark Neuro’s researchers had in mind as they monitored the brain activity, heart rate and palm sweat levels of beer commercial test-viewers recently on behalf of an unnamed major brewery conglomerate.

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This story first appeared in the October 1, 2018, issue of Adweek magazine. Click here to subscribe.