Measurement of Emotions Elicited By Advertising

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.


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 .


Andrea Groeppel-Klein, Saarland University, Germany
Oliver Hupp, GfK, Germany
Philipp Broeckelmann, Saarland University, Germany
Anja Dieckmann, GfK, Germany


NA - Advances in Consumer Research Volume 37 | 2010

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