Reading Emotions: Appreciation

Gus has just been reminded of one of his favourite products and he looks down and smiles to himself, nodding approval.

(Note: The silent video for “Appreciation” comes second after “Sadness”)

You see the smile staying on his face as he thinks about the brand. Then he looks up and gives a direct look and smile, sharing his positive feelings.

It’s confirmed again by another smile and look down. This time we see his mouth close and the right corner pulled up, followed by a pout, as if he’s relishing the thought, almost tasting it.

In “Affection” we see more ‘eye time’ as the object of affection captures the person’s attention. Here we see more ‘thinking time’. He wants to take time and reflect on why he likes this product, or perhaps even more the sheer enjoyment of thinking about it and the good memories it brings.

Signs to note

  • looks down and has a private smile
  • looks up with a smile and keen gaze
  • nods steadily
  • looks down and reflects again
  • compresses his lips, pulling up one corner
  • purses his lips

By John Habershon

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Dr John Habershon has spent many hundreds of hours conducting in-depth interviews during his career in consumer and social research. Over the last eight years he has analysed the nonverbal responses captured on video on a wide range of topics, ranging from favorite products and advertising on TV, to bereavement and stress at work. He became involved in work for those on the autism spectrum through friends with Asperger's in the family and has created Emotions Reader, ( an interactive program with quizzes to help users identify facial expressions. John has a long standing interest in understanding emotions, having gained his PhD on the psychological effects of unemployment at Imperial College, London University. He has been elected a Fellow of the Royal Society of Arts.

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