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1、,Company Logo,Contents,1. Introduction,2. Measures of emotion,3. six kinds of study,4. Discussion,Company Logo,Introduction,Research concerning emotion with increasing frequency in the literature. The emotions generated by the use of product The relationship between emotions and satisfaction An impo
2、rtant component of consumer responseThe appropriate way to measure emotion based on the psychology in the consumer behavior flied is questionable. Comprehensive way Usefulness Alternative method,Measures of emotion,The definition of emotion is not clear little consistency in 28 definitions. a valenc
3、ed affective reaction to perception of situations, excluding Nonvalenced cognition; bodily states; subjective evaluation of people. The basic emotions and their measurement Emotions Profile Index: (Plutchik , 1980): evolutionary perspective (8 primary emotions) Holbrook and Westwood (1989): shorter
4、measures Differential Emotions Scale(DES):10 basic emotions (Izard,1997),Company Logo,Measures of emotion,Measurement PAD (Mehrabian,1974): emotional reaction to the marketing stimuli. Measure motional responses to environmental stimuli Assess the perceived pleasure, arousal, and dominance Batra and
5、 Holbrook (1990) and Edell and Burke (1987):Measures of emotion responses to advertising the difference between the emotion induced by advertising and by consumption. Limitation Ignore some of the emotions :love Terms is not familiar to many consumers The appropriateness of using existing measure is
6、 unknown The measurement should: cover frequently experienced emotion in a wide range of consumption context. Be brief enough for survey be familiar and readily understood by consumers,Company Logo,six empirical studies,Study 1: develop a preliminary set of descriptors for emotions:175 emotion words
7、 Study 2: Reduce the set of items(those unfamiliar 5%or rarely used0.5):129 words Study 3: Eliminate emotions that rarely occur in the consumption (10% of sample):97 words Study 4: Reduce the number of items by co-occurrence. Multidimensional scaling(MDS): (consumption emotion set) 16 clusters CES:
8、13 cluster,Company Logo,Company Logo,six empirical studies,Study 5: Compares the efficacy of CES with that of other measures,Company Logo,six empirical studies,Study 6： Examine the predictive validity of the CES relative to other measures.,Company Logo,Company Logo,Conclusion,CES is superior. Future study: Examine the applicability of the CES in different contexts Reveal some emotion not present in the set of descriptors Four points or five points?,Company Logo,
