Emotions as a Booster for Advertising Impact

In their new study “Follow the Feelings”, our eye square experts Stefan Schoenherr and Marvin Vogt, in collaboration with Screenforce, demonstrate that emotions are a key success factor for effective advertising.

Using AI-supported measurement methods, the study analyzed over 40 emotional reactions. The results make it clear that it is not the quantity of emotions that matters, but rather the type of feelings triggered. The study shows that certain emotional patterns, suitable platforms, and creative design elements can measurably enhance advertising effectiveness.

Want to learn more? Read the full study here: 

W&V Interview with Our Experts

To coincide with the release of the new “Follow the Feelings” study, an interview with our eye square experts Stefan Schoenherr and Marvin Vogt was also published in W&V

In it, our experts provide a practical interpretation of the study’s findings and explain why emotions are not just a creative device, but play a decisive role in whether an ad is remembered, liked, and ultimately influences purchasing decisions.

Are you interested in gaining deeper insights into the new study? Read the full W&V interview here.

Stefan Schoenherr
Executive Vice President Brand & Media Experience und Partner

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Marvin Vogt
Senior Research Consultant

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