Our own experiments suggest that there is much to be learned from the cross/within quadrant combinations. In one series of experiments we conducted with brain waves (see Exhibit 3), we found them to be a strong predictor of our Attention Score, but that they are not strongly correlated with our Flow of Attention® picture sort, which itself is a strong predictor of Attention. Upon investigation, one of several hypotheses we identified was that in some commercial scenes, brain waves peak with the arousal of curiosity in the Experiencer Self at the beginning, while the picture sort memory peaks from the Remembered Self occur at the resolution of meaning, falling at the end of the scene.
In another series of experiments we conducted with online facial response, we found some interesting similarities and differences with our picture sort diagnostics. The total positive and negative facial response graphs from the Experiencer Self were quite similar to the Flow of Emotion® we obtained from the Remembered Self (see Exhibit 4). This was similar to our experience with a number of client tests comparing remembered feelings to heart rate/skin conductance for a dozen or so ads. It seems the ability of a respondent to accurately recall their positive or negative feelings from ads may not be as hard as we think.
However, the situation was quite different when we looked at the memory of particular types of emotions recalled (see Exhibit 5). In a test of a Super Bowl ad, we found that the audience memory of the “happiest” moment in the ad was most strongly associated with an outcome shown in the ad (a physically fit dog), whereas the happiest moments measured by facial response during the experience of the ad was associated with the process of working out (the dog exercising). This reminds us that our Remembered Self is constantly updating and revising its version of what we just experienced.
Join us next week as we conclude this series by ‘looking forward.’
For a copy of the complete paper, please contact Sonya Duran (firstname.lastname@example.org)