| Author: | Poels, K. Dewitte, S. |
| Title: | How to capture the heart? Reviewing 20 years of emotion measurement in advertising |
| Journal: | Journal of Advertising Research
2006 : MAR, VOL. 46:1, p. 18-37 |
| Index terms: | advertising emotions |
| Language: | eng |
| Abstract: | The objective of this article is to give an overview of the different methods used for measuring emotions in advertising and to discuss their applicability and validity. The article also deduces the relation between emotions and traditional measures of advertising effectiveness, and recommendates the use of the different methods. |
SCIMA