Journal of Advertising Research · 1995 · 439 citations · 8 references
Affective DesignAffective VariableEmpathyAffective NeuroscienceConsumer ResearchSelf-assessment ManikinPsychologySocial SciencesAffective ScienceEmotional ResponseManagementAffective ComputingAdjective ChecklistsConsumer BehaviorEmotional Response 1Behavioral SciencesConsumer Decision MakingDial-turning InstrumentsConsumer AppealMarketingAdvertisingEmotion ProcessingCultureEfficient Cross-cultural MeasurementInteractive MarketingCross-cultural AssessmentCross-cultural PerspectiveAdvertising EffectivenessEmotionSelf-assessmentEmotion RecognitionCultural Psychology
Although consumer research began focusing on emotional response to advertising during the 1980s (Goodstein, Edell, and Chapman Moore. 1990; Burke and Edell, 1989; Aaker, Stayman, and Vezina, 1988; Holbrook and Batra, 1988), 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 (Plummer and Leckenby, 1985). Researchers have explored several different measurement formats including: verbal self-reports (adjective checklists), physiological techniques, photodecks, and dial-turning instruments.
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