Measuring Emotions A comparison of the PAD scale, Premo and checklist
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چکیده
The emotional feelings evoked by advertisements/products exert a powerful influence on consumer and decision making (Isen at al. 1982; Clark & Isen 1982). For instance, several studies provide evidence for the strong effect of emotions on brand attitudes (e.g., Williams & Aaker 2002). For practitioners and researchers, knowledge about how consumers’ emotions influence their behavior and brand attitudes can be of considerable importance. As a result, it is of major concern that emotions are reliably measured so that one can predict the effect of the evoked emotions on advertisement/product acceptability. In this regard, this study compares three often used self-report measurement techniques: two verbal-based techniques, namely the PAD-scale (Pleasure –Arousal – Dominance scale) (Russell & Mehrabian 1977; Mehrabian 1995), and the Checklist (which consists of a list of emotions from which respondents choose the emotion which expresses their feeling the closest) (Russell & Mehrabian 1977), and a visual-based technique, namely the Product Emotion Measure (PrEmo) (Desmet, Hekkert & Jacobs 2000; Desmet 2003).
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Measuring Emotion
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