haku: @author Maclachlan, D. / yhteensä: 2
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| Tekijä: | Abeele, P. Maclachlan, D. |
| Otsikko: | Process tracing of emotional responses to TV ads: revisiting the warmth monitor |
| Lehti: | Journal of Consumer Research
1994 : MAR, VOL. 20:4, p. 586-600 |
| Asiasana: | TELEVISION ADVERTISING RESEARCH RELIABILITY |
| Kieli: | eng |
| Tiivistelmä: | 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. The authors 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. |
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