Computational Psychology to Embed Emotions into Advertisements toDevelop Emotional Bonding

Abstract

The emotional impact of the advertisements and presentation of products on
customers/consumers is one of the most important factors in consumer psychology. Cognitive
ergonomics tries to strike the balance between work, product and environment with human needs and
capabilities. The utmost need to integrate emotions in the advertisements and product presentations
cannot be denied. The idea is that advertisement and presentation should be able to engage the
customer on emotional and behavioral platform. While achieving this objective there is need to learn
about customer/consumer behavior and use behavioral and computational psychology while
planning and presenting advertisements. This paper, based on Machine Learning tries to map
behavior of the customer/consumer with the product presentation and also provide inputs for
affective value for personalized advertisement and product presentations. This work can be used to
create impact through advertisement sequencing, use of slogans and above all to cater with
psychological needs of customers.