What Is The Happiness Advantage?

This video highlights a new DVD program based on Shawn Achor’s “The Happiness Advantage.” To learn more about the book, please visit: http://www.happinessadvantage.com

The Happiness Advantage

The Seven Principles of Positive Psychology That Fuel Success and Performance at Work

Written by: Shawn Achor

Our most commonly held formula for success is broken.
Conventional wisdom holds that if we work hard we will be more successful, and if we are more successful, thenwe’ll be happy. If we can just find that great job, win that next promotion, lose those five pounds, happiness will follow. But recent discoveries in the field of positive psychology have shown that this formula is actually backward: Happiness fuels success, not the other way around. When we are positive, our brains become more engaged, creative, motivated, energetic, resilient, and productive at work. This isn’t just an empty mantra. This discovery has been repeatedly borne out by rigorous research in psychology and neuroscience, management studies, and the bottom lines of organizations around the globe.

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Phace 2.0 – Emotion Recognition

PHACE – 2.0

How Emotion-Detection Technology Will Change Marketing

The Power of Emotions

Many of the most successful marketing campaigns and initiatives are focused on emotions. Take Dove’s “Real Beauty” campaign, which was an attempt to change the conversation around women’s beauty. Or Nike’s “Just Do It” campaign, firing up the inner-athlete in everyone. Or MasterCard’s “Priceless” campaign, which has been powering brand success for a whopping 19+ years.

All of this marketing aims to move your heart, and then relies on the experience to build a lasting bond with the brand. What it doesn’t do is rely on feature sets, discounts, or new technology to move you to a sale. None of it speaks to the number of offices, employees, or years in business of the brand. Google Senior VP of Global Marketing, Lorraine Twohill, states, “If we don’t make you cry, we fail. It’s about emotion.”

Twohill is not alone with this sentiment. Multiple studies point to emotional marketing as more effective than other forms of marketing (e.g., product-focused marketing). Based on an analysis of 1,400 successful ad campaigns, the book Brand Immortality by Hamish Pringle and Peter Field reveals that advertising campaigns focused on emotional content performed approximately twice as well (31% vs. 16%) as those with only rational content.

The power of emotional content should not come as a surprise. After all, emotions drive us to action. As consumers, we first decide on a purchase based on emotion, and then try to justify it through the more rational parts of our brain. Longer-term, emotions are what cause people to prefer brand names, even if generic alternatives are available.

Findings from a 2015 Nielsen Consumer Neuroscience study of 100 ads across 25 brands in the consumer goods market revealed that ads with the best emotional response generated a 23% lift in sales, meaning that emotional marketing is not merely effective as an engagement vehicle but also as a true business driver.

And don’t think that emotion-based marketing is applicable to only B2C marketing and individual consumers. Business buyers are also creatures of emotion. In fact, successful B2B companies like GE, Cisco, IBM, AutoDesk, and Qualcomm all focus on emotions in their marketing. Similar to the Pringle and Field findings, the research report “From Promotion to Emotion: Connecting B2B Customers to Brands” by CES and Google explains that B2B brands achieve roughly twice the impact with a target audience when appealing to the personal value to the buyer including emotional benefits.

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How Do Emotion Recognition APIs Work?
nviso-example-2Emotive analytics is an interesting blend of psychology and technology. Though arguably reductive, many facial expression detection tools lump human emotion into 7 main categories: Joy, Sadness, Anger, Fear, Surprise, Contempt, and Disgust. With facial emotion detection, algorithms detect faces within a photo or video, and sense micro expressions by analyzing the relationship between points on the face, based on curated databases compiled in academic environments. To detect emotion in the written word, sentiment analysis processing software can analyze text to conclude if a statement is generally positive or negative based on keywords and their valence index. Lastly, sonic algorithms have been produced that analyze recorded speech for both tone and word content.