Hearts & Minds (& the rest)

Jack Blog

January 3rd, 2014 By Caspar Mason

Butterflies in the stomach, cold feet, a shiver down the spine – emotions are visceral things. Part of the power of Brand Experience is the physical effect on emotions, and vice versa.

Now new research has mapped the embodied feelings associated with emotions, showing how powerful and universal they are:


Across groups of Western European and East Asian respondents (picked for their distinct cultural and linguistic environments), the similarities in responses far outweighed the differences.

So we’ll continue our mission to win over hearts and minds…but we won’t stop there.