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How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising
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...
Paper Details
Title
How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising
Published Date
Jan 1, 2006
Journal
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Notes
History