Emotional Beta Factor

June, 2020

The Emotional Beta Factor is Horizon Media’s proprietary metric to decode people’s risk-taking propensity amid COVID-19. This report provides an in-depth look into Americans and their perceptions of risk and reward in the “new normal.”

The Emotional Beta Factor was inspired by the world of finance where “Beta” measures the risk of an investment relative to the market as a whole. In the context of our new normal, Horizon looked beyond the practical matter of the risk of different activities to understand, at a gross level, the deeper emotional motivations for taking a risk, thereby providing brands and businesses with more specific counsel.

This report explores questions such as:

  • What activities are the riskiest?
  • What drives people’s risk-taking decisions?
  • How much weight does emotional reward carry in risk-taking decisions?
  • How should brands and advertisers tailor their communication strategies to the offerings people are most likely to embrace?

Click ‘Download PDF’ below to access the full report.

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