White paper: Jane Raymond, Professor of Experimental Consumer Psychology at the University of Wales, tackles the combined effects of visual perception and emotion and how consumers evaluate images, brands and advertising. Jane talks about the importance of emotion in deciding what we attend to and how the iKyp has emotional advantages over traditional media.
- The brain uses emotions to determine the priority of information in the “mental queue”.
- Avoiding information requires “active ignoring”. This needs effort and can create a negative attitude to the message/ brand.
- iKyps promote feelings of ownership and attachment. Items that “belong” to us get information priority over items that don’t.
- iKyps are useful beyond the advertising message.
- iKyps are substantial enough to avoid being thrown away.
- iKyps invite manual interaction.
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