Title
How to capture the heart? Reviewing 20 years of emotion measurement in advertisingHow to capture the heart? Reviewing 20 years of emotion measurement in advertising
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Publication type
article
Publication
New York, N.Y.,
Subject
Mass communications
Source (journal)
Journal of advertising research / Advertising Research Foundation [New York] - New York, N.Y., 1960, currens
Volume/pages
46(2006):1, p. 18-37
ISSN
0021-8499
1740-1909
ISI
000238440100004
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Abstract
In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used for measuring emotions in advertising and to discuss their validity and applicability. We further draw conclusions on the relation between emotions and traditional measures of advertising effectiveness. We finally formulate recommendations on the use of the different methods and make suggestions for future research.
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