Title: Process tracing of emotional responses to tv ads - revisiting the warmth monitor
Authors: Vanden Abeele, Pierre ×
Maclachlan, Dl #
Issue Date: Mar-1994
Publisher: Univ chicago press
Series Title: Journal of consumer research vol:20 issue:4 pages:586-600
Abstract: Because of the transient nature of some emotions stimulated during TV commercials, measurement of emotional reactions at various points during an ad requires process tracing. This research discusses the analysis of process-tracing data using the Warmth Monitor as an illustration. We show that the establishment of the reliability and validity of process-tracing measures hinges on a suitable choice of the relevant domain of (co)variance in the data. The Warmth Monitor is shown to provide a reliable measure of warmth, but questions remain regarding the construct's meaning and valid measurement.
ISSN: 0093-5301
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
× corresponding author
# (joint) last author

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