“Our Heads and Hearts": How Understanding Emotional Responses Helps Brands Support Vaccination Efforts

Is emotional messaging any more effective in influencing skeptical viewers? Eye square and Affectiva deep dive into the results of new research looking at what role brands can play in leading the COVID-19 vaccination efforts and how they might tailor their messaging to the context in which the advertising is shown.

● Is emotional messaging any more effective in influencing viewers?
● Is current vaccine advertising pressing the right emotional buttons?
● What role does context play for COVID-19-related communications?
● What is the position and importance of pharmaceutical brands with regard to vaccinations in a market currently dominated by a pandemic?

In the study, the emotional analysis is enhanced by typical key metrics on advertising effectiveness. It also includes a detailed investigation on implicit brand images using eye square's BrandReact.