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Measuring Emotional Responses to TV Commercials: The Warmth Monitor Modernized

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  • Marc Roy

    (Professeur, Sciences de Gestion, Université du Québec à Rimouski, Canada,)

Abstract

Recently there has been a lot of interest in measuring emotional responses to advertising. This study focuses on the measurement of a specific emotional response to television advertising; warmth. Nearly thirty years ago, (Aaker, Stayman and Hagerty, 1986) developed a procedure they called the Warmth Monitor; “paper and pencil†self-report process recording method. The Warmth Monitor has been used in a large number of empirical studies in marketing since, but the most recent versions of the procedure are computerized. The two methods of administering the Warmth Monitor are compared in this research.

Suggested Citation

  • Marc Roy, 2014. "Measuring Emotional Responses to TV Commercials: The Warmth Monitor Modernized," International Journal of Business and Social Research, LAR Center Press, vol. 4(12), pages 63-69, December.
    • Handle: RePEc:lrc:larijb:v:4:y:2014:i:12:p:63-69
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    References listed on IDEAS

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    More about this item

    Keywords

    Advertising effectiveness; commercial breaks; emotional response; felt mood; warmth monitor.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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