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

SSRN Electronic Journal
2006
  • 12
    Citations
  • 10,706
    Usage
  • 86
    Captures
  • 0
    Mentions
  • 0
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

  • Citations
    12
    • Citation Indexes
      12
  • Usage
    10,706
    • Abstract Views
      8,023
    • Downloads
      2,683
  • Captures
    86
  • Ratings
    • Download Rank
      10,264

Article Description

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.

Bibliographic Details

Karolien Poels; Siegfried Dewitte

Elsevier BV

Research; Emotions; Science; Advertising; Methods; Effectiveness; Recommendations

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