Attributes > Emotional Reponse
How Does The Market Feel?
Affect is a rich measure of the emotional tone of the significant content. Understanding of the emotional drivers of the market allows you to better drive preference and desirability.
In these charts, positive emotions are highlighted in green, whereas negative emotions are red.
If there is a clear tonality to the emotions expressed, such as expectation or apprehension, that is shown in purple.
The intensity of the colour indicates the intensity of each emotion.
The width of each arc reflects the degree to which the named emotion contributes to the overall emotional response.
Broad emotions, such as fear and love, are closer to the centre of the chart. The more subtle emotions, which contribute to those broad emotions, are shown in the concentric rings further out. Moving out from the centre, each ring shows a further level of detail.