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Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese

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  • Wan-Chen Wang
  • Charles Chien
  • Luiz Moutinho

Abstract

Self-reported measures are widely used to measure consumers’ emotional responses to advertising stimuli or consumption-related experiences, and are a consistently popular method for practitioners and researchers. There is, however, a problem known as “cognitive bias” which often arises from self-reported measures. Consequently, several researchers highlight the demand for the measurement of emotion to go beyond self-reported measures, and call for collaboration with other research fields to advance consumer behavior research in the study of emotion. This research collaborates with researchers in the field of human-computer interaction and suggests an alternative method: the Voice Emotion Response in Mandarin Chinese, which is one of the most widely spoken languages in the world. The findings show that the Voice Emotion Response, as compared to self-report, is more strongly related to recall. Preliminary outcomes reveal that this approach can potentially enhance the effectiveness of measuring emotions. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Wan-Chen Wang & Charles Chien & Luiz Moutinho, 2015. "Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese," Marketing Letters, Springer, vol. 26(3), pages 391-409, September.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:3:p:391-409
    DOI: 10.1007/s11002-015-9357-y
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    References listed on IDEAS

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    1. Charles S Chien & Wan-Chen Wang & Luiz Moutinho & Yun-Maw Cheng & Tsang-Long Pao & Yu-Te Chen & Jun-Heng Yeh, 2007. "Applying Recognition Of Emotions In Speech To Extend The Impact Of Brand Slogan Research," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 115-132.
    2. Davis, Donna F. & Golicic, Susan L. & Boerstler, Courtney N. & Choi, Sunny & Oh, Hanmo, 2013. "Does marketing research suffer from methods myopia?," Journal of Business Research, Elsevier, vol. 66(9), pages 1245-1250.
    3. Nenycz-Thiel, Magda & Beal, Virginia & Ludwichowska, Gosia & Romaniuk, Jenni, 2013. "Investigating the accuracy of self-reports of brand usage behavior," Journal of Business Research, Elsevier, vol. 66(2), pages 224-232.
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    Cited by:

    1. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.

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