WARC paper: optimising emotional responses to advertising using VR research.

WPP media company Kinetic turned to the Mere Exposure Effect and Gorilla in the room’s VR technology to gain a better understanding of how to apply behavioural science to today’s advertising industry. The paper published in WARC details the methodology and findings which have transformed how marketers plan and buy media campaigns:

• Ads ‘wear in’ and ‘wear out’, have a saturation point and can reach peak effectiveness.
• VR technology recreates a ‘real-life’ environment without forcing exposure, inducing an authentic reaction from participants.
• The participants favoured ads up to the point of nine exposures, but between nine to 12 exposures, the emotional response peaked and then began to decrease.
• Marketers can use the findings to tailor their campaigns to maximise a positive emotional connection associated with a particular product or brand for consumers.

For a limited time you can download a free copy of the WARC paper and – if you’d like to add VR technology to your research study feel free to get in touch.