How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising

KUL Working Paper No. MO 0605

48 Pages Posted: 14 Nov 2006

See all articles by Karolien Poels

Karolien Poels

Ghent University - Department of Communication Studies

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB)

Date Written: April 2006

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.

Keywords: Research, Emotions, Science, Advertising, Methods, Effectiveness, Recommendations

Suggested Citation

Poels, Karolien and Dewitte, Siegfried, How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising (April 2006). KUL Working Paper No. MO 0605, Available at SSRN: https://ssrn.com/abstract=944401 or http://dx.doi.org/10.2139/ssrn.944401

Karolien Poels (Contact Author)

Ghent University - Department of Communication Studies ( email )

Ghent, B-9000
Belgium
0032-9-264.68.90 (Phone)
0032-9-264.69.92 (Fax)

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
2,345
Abstract Views
7,067
rank
8,648
PlumX Metrics