Measurement of Emotions Elicited By Advertising

Andrea Groeppel-Klein, Saarland University, Germany
Oliver Hupp, GfK, Germany
Philipp Broeckelmann, Saarland University, Germany
Anja Dieckmann, GfK, Germany
Emotions elicited by advertising affect the advertising’s success (Keller, 2008a; Bagozzi et al. 1999). Thus, it is highly important to gain insights into consumers’ emotional reactions to advertising and to measure them in a valid way. However, defining and measuring emotions cause “notorious problems” (Scherer, 2005). This article summarizes the perspective of different emotional theories and the development of a picture-based scale that is tested in different formats and against a simple verbal scale with respect to scale validity, scale handling, ease of use, enjoyment of the survey and expert judgments. It concludes by presenting initial applications in advertising effectiveness research.
[ to cite ]:
Andrea Groeppel-Klein, Oliver Hupp, Philipp Broeckelmann, and Anja Dieckmann (2010) ,"Measurement of Emotions Elicited By Advertising ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 497-498 .