The more I look at the patterns of response to advertising revealed by facial imaging the more I’m convinced that the old “Men are from Mars, Women from Venus” chestnut has validity. (Facial Imaging is the direct measurement of emotion via webcams – see www.nviso.ch if you want to know how it works). In essence major contrasts in reaction are the norm in the ads we’ve studied and this seems to hold across cultures and is not confined to the obvious categories like cars or alcohol. Yes, MR studies have often noted gender differences, but I’m not referring merely to broad reaction to the ad but the fact that the level, pattern and type of emotional reaction to specific elements of the commercial can differ wildly.
Even when the overall response of males and females is pretty similar (e.g. as measured by self-reported liking, impact etc.) the norm is that you’ll find that the build of emotion and reaction to specific scenes diverges markedly. While I’d be the first to admit we need to do a lot more systematic analysis to back up my initial assessments, I’m increasingly of the view that this has huge implications for advertising and research. Read the rest of this entry »