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Emotionally competent stimuli based on evolutionary psychology

Serena D'Hooge (UGent) and Patrick Vyncke (UGent)
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Abstract
Marketers frequently use emotional appeals in their ads to attract the attention of consumers and to effectively persuade them to buy the advertised product. There is, however, no content overview yet of strong emotionally competent stimuli. Previous research has found that people have evolutionary goals that we all (consciously or unconsciously) try to achieve. Images of success in achieving or failure to achieve these goals might work as strong emotionally competent stimuli. Out of a first exploratory study, we revealed six general evolutionary goals: survival, short term mating, long term mating, parental investment, kin investment and social investment. In a second experimental study, we confirmed that pictures that illustrate success in achieving or failure to achieve these goals evoke respectively strong positive or negative primary affective reactions. In addition, differences across gender and life stages are discussed.
Keywords
Emotional appeal, Emotionally Competent Stimuli, Primary affective reaction, Evolutionary Psychology, Human goals

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Please use this url to cite or link to this publication:

Chicago
D’Hooge, Serena, and Patrick Vyncke. 2019. “Emotionally Competent Stimuli Based on Evolutionary Psychology.” In Proceedings of ICORIA 2019.
APA
D’Hooge, S., & Vyncke, P. (2019). Emotionally competent stimuli based on evolutionary psychology. Proceedings of ICORIA 2019. Presented at the ICORIA 2019.
Vancouver
1.
D’Hooge S, Vyncke P. Emotionally competent stimuli based on evolutionary psychology. Proceedings of ICORIA 2019. 2019.
MLA
D’Hooge, Serena, and Patrick Vyncke. “Emotionally Competent Stimuli Based on Evolutionary Psychology.” Proceedings of ICORIA 2019. 2019. Print.
@inproceedings{8615621,
  abstract     = {Marketers frequently use emotional appeals in their ads to attract the attention of consumers and to effectively persuade them to buy the advertised product. There is, however, no content overview yet of strong emotionally competent stimuli. Previous research has found that people have evolutionary goals that we all (consciously or unconsciously) try to achieve. Images of success in achieving or failure to achieve these goals might work as strong emotionally competent stimuli. Out of a first exploratory study, we revealed six general evolutionary goals: survival, short term mating, long term mating, parental investment, kin investment and social investment. In a second experimental study, we confirmed that pictures that illustrate success in achieving or failure to achieve these goals evoke respectively strong positive or negative primary affective reactions. In addition, differences across gender and life stages are discussed.},
  author       = {D'Hooge, Serena and Vyncke, Patrick},
  booktitle    = {Proceedings of ICORIA 2019},
  keywords     = {Emotional appeal,Emotionally Competent Stimuli,Primary affective reaction,Evolutionary Psychology,Human goals},
  location     = {Krems},
  title        = {Emotionally competent stimuli based on evolutionary psychology},
  year         = {2019},
}