Title: How to capture the heart? Reviewing 20 years of emotion measurement in advertising
Authors: Poels, K ×
Dewitte, Siegfried #
Issue Date: Mar-2006
Publisher: Advertising res foundation
Series Title: Journal of advertising research vol:46 issue:1 pages:18-37
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.
ISSN: 0021-8499
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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