5. Which
would
you
choose?
Professor
Timothy
Wilson’s
experiment
Source:
Brain.
Behavior.
Story.
6. Merely
asking
people
to
explain
why
they
prefer
one
item
over
another
leads
them
to
make
poor
choices
because…
No
one
wants
to
feel
stupid
defending
his
or
her
choice
7. …all
decision
making
is
founded
in
the
emo<ons,
that
most
of
what
is
stored
in
our
brains
and
influences
our
behavior
is
not
easily
accessible
to
consciousness,
and
that
our
‘adap<ve
unconscious’
(Wilson
2002)
is
con<nually
responsive
to
signals
of
which
we
remain
consciously
unaware.
8. My
favorite
moderator’s
verba&m
“Consumers
in
the
South
are
very
“hời
hợt”
(when
watching
adver<sing)
That’s
why
I
love
running
crea<ve
tes<ng
FGDs
with
consumers
in
the
North
beQer”
–
Anonymous
well-‐known
local
researcher
10. The
informa6on
processing
model
of
adver6sing
Based
on
following
assump&ons:
• For
any
ad
to
be
effec&ve,
it
must
communicate
informa&on
about
the
product
• Respondents
must
be
able
to
play
back
the
correct,
verbal
‘message’
• To
be
successful,
any
ad
must
be
‘believed’
and
‘understood’
Source:
50
Years
using
the
wrong
model
of
TV
adver<sing
13. The
scary
list
of
ques&ons/requests
• What
are
the
things
you
DON’T
like
about
the
idea/commercial?
• How
would
you
like
to
fix
or
improve
the
commercial?
• Please
tell
us
what
is
your
overall
liking
toward
the
background
music
(also
character’s
hair
style,
color
of
the
ice
cream
scoop
that
the
character
is
holding,
the
font
type
used
for
the
slogan…)
in
this
ad?
• Why
do
you
like
the
commercial?
• Can
you
choose
the
commercial
you
like
best
(among
the
ones
you
were
shown)
and
explain
why?
• Can
you
test
a
stealoma<c
(which
costs
about
300-‐500usd)?
Oh,
btw,
please
take
out
all
narra&on
in
the
stealoma<c
and
make
it
30-‐sec
long.
(stealoma<c
≠
anima<c)
• Make
the
brand
appear
in
the
first
5
seconds
of
the
TVC
to
enhance
branding!
• …
14. Give
consumers
what
(they
think)
they
want
OR
“Don’t
give
them
what
they
want,
give
them
what
they
never
believed
was
possible”
–
Orson
Welles
16. “Measuring
responses
to
adver<sing
cannot
be
a
maQer
of
asking
people
what
they
remember,
or
what
they
think
about
the
adver<sing,
because
overtly
conscious
responses
like
these
are
likely
to
be
misleading.
Research
interpreta<ons
must
be
based
less
on
what
people
say,
and
more
on
how
they
behave,
ranging
from
whether
they
smile,
laugh,
or
chat
animatedly
about
the
ad,
to
whether
the
show
an
increased
preference
for
the
brand.”
–
Robert
Heath
&
Paul
Feldwick
2007
17. Saleability
People
may
like
the
TVC
a
lot
but
they
(especially
non-‐users)
will
NOT
run
to
a
store
and
buy
the
product
immediately
-‐>
the
role
of
adver&sing
is
mainly
to
enhance
brand’s
saleabilty
18. How
to
move
forwards
together
• Make
sure
you’ve
already
used
research
to
iden&fy
more
powerful
&
insighgul
things
to
say
about
your
brand
instead
of
using
it
to
tweak
crea&ve
execu&ons
that
don’t
say
anything
worthwhile
• Be
clear
about
the
role
of
the
adver&sing
and
think
long-‐term
• Make
sure
your
research
agency
clearly
understanding
the
crea&ve
work,
which
can
only
be
achieved
through
discussing
with
your
ad
agency
before
the
research
happens
• FINALLY,
stay
open-‐minded
19. Reference
Books
Descartes’
Error:
Emo<on,
Reason,
and
the
Human
Brain
by
Antonio
Damasio
Tes<ng
to
Destruc<on:
A
Cri<cal
Look
at
The
Uses
of
Research
in
Adver<sing
by
Alan
Hedges
Ogilvy
&
Mather
Publishing
Brain.
Behavior.
Story.
by
Christopher
Graves
2014
Papers
50
Years
of
Using
the
Wrong
Model
of
Adver<sing
by
Dr
Robert
Heath
and
Pau
Feldwick
Is
Research
Killing
Adver<sing?
by
Simon
Silvester