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| Author: | Morris, J. |
| Title: | The self-assessment manikin - an efficient cross-cultural measurement of emotional response |
| Journal: | Journal of Advertising Research
1995 : NOV-DEC, VOL. 35:6, p. 63-68 |
| Index terms: | ADVERTISING MEASUREMENT ASSESSMENT CENTRES PSYCHOLOGY |
| Language: | eng |
| Abstract: | Although consumer research began focusing on emotional response to advertising during the 1980s, perhaps one of the most practical measures of affective response has only recently emerged. Part of the difficulty in developing measures of emotional response stems from the complexity of emotion itself. Researchers have explored several different measurement formats including: verbal self-reports (adjective checklists), physiological techniques, photodecks, and dial-turning instruments, claims the author. |
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