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Research at the University of Bath demonstrating that emotion exerts a powerful influence on brand choice has benefited advertising practice through the development of a market research tool known as the Cognitive Emotive Power Test. Major multinationals (for example: Wal-Mart, General Motors, Ford Europe, Nestle, Kraft, Procter & Gamble, Disney, Starbucks) have used this system to pre-test advertisements and to select from among competing ads those that score highest on the emotional response scale. Since 2011 Ipsos ASI, the largest advertising pre-testing company in the world has licensed CEP®Test to support up to 10,000 advertising tests annually, resulting in greater brand marketing effectiveness. As a result of the research, companies can improve the ability of their advertising to build a strong brand.
This research provided the first evidence that long-chain polyunsaturated fatty acids (LCPUFAs) added to infant formula improve the development of specific cognitive abilities. Manufacturers of infant formula have included the research in their submissions to regulatory authorities to justify inclusion of LCPUFAs in infant formula. The research is also included in information and advice on infant feeding provided by manufacturers for the general public. Between 2008 and 2013, the research has been cited by national and international organisations in connection with recommendations for dietary intakes of LCPUFAs and policy on infant nutrition. Formulas enriched with LCPUFA are now available in most countries, and the formula-fed infants worldwide receive the benefits of LCPUFAs.