{"id":824326,"date":"2025-03-11T09:11:38","date_gmt":"2025-03-11T13:11:38","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/can-cleaning-feel-as-good-as-petting-puppies-new-neuroscience-research-from-clorox-says-it-can\/"},"modified":"2025-03-11T09:11:38","modified_gmt":"2025-03-11T13:11:38","slug":"can-cleaning-feel-as-good-as-petting-puppies-new-neuroscience-research-from-clorox-says-it-can","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/can-cleaning-feel-as-good-as-petting-puppies-new-neuroscience-research-from-clorox-says-it-can\/","title":{"rendered":"Can Cleaning Feel as Good as Petting Puppies? New Neuroscience Research from Clorox Says It Can"},"content":{"rendered":"
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PR Newswire<\/p>\n<\/p><\/div>\n

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\n Clorox launches new brand platform, Clean Feels Good, that looks to inspire individuals to rethink what feels good<\/i>\n <\/p>\n

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\n OAKLAND, Calif.<\/span>
\n <\/span>, March 11, 2025<\/span><\/span> \/PRNewswire\/ — Today, Clorox announced a new brand platform, Clean Feels Good, that reimagines what brings small moments of satisfaction into people’s daily lives. The platform includes innovative research comparing the emotional responses during common feel-good activities to a Clorox clean.<\/p>\n

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Clorox knows the act of cleaning can spark joy. According to an online survey from Clorox, one in five Americans (21%) said they clean all the time to improve their mood. But can clean feel as good as other popular ways to treat yourself, like playing with puppies or indulging in a latte?<\/p>\n

To find out, Clorox teamed up with global neurotech leader, Emotiv, to test the feeling of clean compared to other feel-good activities, uncovering that 37% of participants felt better cleaning the toilet than they did petting puppies**. Participants also enjoyed wiping coffee rings off the kitchen counter as much as getting their nails done or having their favorite latte or chai tea**.<\/p>\n

“It may not come as a surprise at Clorox we believe clean feels good. But finding out through neurotechnology that for some cleaning felt as good as petting puppies? Now that was unexpected,” said Tad Kittredge<\/span>, vice president of marketing and innovation at The Clorox Company. “Through our new brand platform, we’re hoping to inspire individuals to rethink what feels good and embrace the small moments of satisfaction cleaning can bring to their daily lives.”<\/p>\n

\n Measuring How Good Clean Feels
<\/b>Emotiv used electroencephalography (EEG) technology to measure brain activity reflecting positive emotions, enthusiasm and approach motivation, a.k.a. good feelings. The experiment was conducted among 30 participants as they engaged in various cleaning and feel-good activities.<\/p>\n

“Using EEG, we got a glimpse into what the brain is doing while a participant took part in different activities, from wiping up coffee rings on the kitchen counter to relaxing in a massage chair. From there, we measured the differences in activation between the two sides of the brain, which gives us an indication of how much an individual enjoyed an activity,” said Emotiv Senior Research Scientist Dr. Nik Williams<\/span>.<\/p>\n

The experiment results revealed that clean feels good \u2013 really good, in fact.<\/p>\n