![]() ![]() It is about the ability to quantify the exact emotion that consumers are feeling, understand what it means, and act upon it accordingly. The above highlights one of the key points about the Spark Emotional Wheel – that there is no right or wrong place to be on the wheel. We, therefore, worked with our client to try and raise shoppers’ levels of arousal, whilst reducing their feelings of control, with the aim of shifting the emotion that they felt when exposed to the brand towards the exciting emotion within the broader ‘Anger’ emotional group. To simplify the complex nature of emotion, and show it in a meaningful way, we worked alongside Academia to create our ‘wheel’ of emotion, that contains all 140+ specific emotions within the structure of the 7 basic emotions. The more pleasure we experience, the more gleeful and out of control we become etc. The more in control we are, the less fearful we are. It is the relationship between these levels of Pleasure, Arousal and Control we experience when engaging with something, (such as people, products, or situations) that determines the exact emotion that we feel. We are then able to identify more than 140 specific emotions that sit within this framework.Įach emotion we experience contains different levels of 3 key measures: Pleasure, Arousal (stimulation), and Control. We work on the principle that there are 7 basic emotions: Happiness, Fear, Sadness, Disgust, Contempt, Surprise, and Anger. However, at Spark Emotions, we are lucky enough to work with a brilliant team of Consumer Psychologists (click here to meet the team), whose mission it is to take the complex and make it simple and actionable for our business partners. There is no doubt that being able to accurately measure human emotion is a complicated business. We are then able to measure how that emotion changes over time, and how it can be influenced by external forces, like something as simple as a marketing message, right up to the major cultural changes we are all experiencing at the moment. This bespoke tool allows us to plot the exact emotion that people are feeling towards something, whether that be a brand, a store, or even the current state of the entire world around them. ![]()
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