This time, we will discuss advertising and emotional intelligence quotient.
You probably see a lot of advertisements in your daily life, but what kind of advertisements catch your attention?
It's hard to say for sure, but here's a study that investigated the relationship between advertising preferences and emotional intelligence quotient.
The study
Several electroencephalography (EEG) studies have examined the Emotional Intelligence Quotient (EI), but none have examined the relationship between EI and commercial advertising messages and related consumer behavior.
This study combines brain (EEG) technology with EI psychometrics to investigate the brain's response in relation to a variety of advertisements.
A group of 45 participants (23 women and 22 men) recorded EEG while watching a series of advertisements selected from different marketing categories such as community interest, celebrity, food/drink, and social issues.
Participants were categorized as having high or low emotional intelligence (n= 34).
EEG data analysis was focused on assessing decision making to measure brain responses related to ad information processing in both groups.
The results suggest that participants with higher and lower mental intelligence quotients (EI) paid more attention to different types of advertising messages.
The two EI groups showed a preference for advertising information related to "people" or "objects".This suggests that differences in consumers' perceptions and emotions may indicate whether certain advertising materials or marketing strategies are effective or not.
Explanation
The conclusion of the study is that people with a high emotional intelligence quotient focused on "people" and preferred ads that involved community and other content.
On the other hand, people with low emotional intelligence focused more on "things" and preferred ads for food and physical products.
In this regard, the study found that people with high emotional intelligence preferred content that featured people, because they preferred to consider the combination of messages they were getting.
Those with a low emotional intelligence score interpreted the messages as they were, preferring ads with straightforward messages such as delicious, cool, and useful.
However, one of the objectives of the study, consumer behavior, required further investigation, so what was found was that the difference in response was due to differences in emotional intelligence.
And what is emotional intelligence quotient? The researchers had the participants take the Swinburne University Emotional Intelligence Test (SUEIT).
In the SUEIT, participants are asked 65 questions and answer them on a scale of 0 to 5.The test can quantify the strength of emotional qualities with emotion recognition, understanding of emotions, direct cognition, management of emotions, and statistical consistency related to emotions.
Ciorciari J, Pfeifer J, Gountas J. An EEG Study on Emotional Intelligence and Advertising Message Effectiveness. Behav Sci (Basel). 2019;9(8):88. published 2019 Aug 15. doi:10.3390/bs9080088
Conclusion
What is the emotional intelligence quotient, and how does it react to advertising? The results of this study suggest that this is the case.
As I mentioned at the beginning of this article, we only know the tendency of preferences, not the behavioral factors. So, it is possible that this is the case.
However, if you look at the advertisements of companies, you will see that only direct things are advertised on TV, etc. ・・・・
The emotional intelligence quotient can also be regarded as EQ, so if you are curious about it, please check it out.
