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Measurement of emotional reactions to television advertisements – A state of the art review
(2012)
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Christian Wolterink
- Human emotions and their measurement present a complex and intricate affair
which perpetuates an ongoing discourse in marketing research. Since emotions
play a pivotal role in the success of advertisements, the exploitation of tools for
their precise measurement is crucial to researchers and practitioners alike. Yet,
there is no single gold standard instrument existent that enables a comprehensive
detection of all emotion facets at once. This thesis therefore focuses on the theoretical
conceptualization of emotion, and afterwards presents a variety of measurement
methods that address different emotion components. Thereby, particular
emphasis is placed on their applicability as regards television commercials.
