The video starts out well with happiness. The happiness declines and contempt sets in, but is that bad? We don’t think so. Have a look at the eye tracking and you will see that people looked at the investor when the contempt came up. This is exactly what the story wants to achieve by showing the difficulty of raising capital. After that, happiness and contempt stay around 0 until at 47 seconds we get a quick response of happiness. At that moment the video shows ‘the chance to grow your business’, which is directly seen as something positive. The next big peak of happiness comes when ‘the possibility of cashing out at any point’ is mentioned. From the data we can see that this is a strong point that leads to quite a positive reaction by the viewers.