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Process Tracing of Emotional Responses to TV Ads: Revisiting the Warmth Monitor

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  • Vanden Abeele, Piet
  • MacLachlan, Douglas L

Abstract

Because of the transient nature of some emotions stimulated during TV commercials, measurement of emotional reactions at various points during an ad requires process tracing. This research discusses the analysis of process-tracing data using the Warmth Monitor as an illustration. We show that the establishment of the reliability and validity of process-tracing measures hinges on a suitable choice of the relevant domain of (co)variance in the data. The Warmth Monitor is shown to provide a reliable measure of warmth, but questions remain regarding the construct's meaning and valid measurement. Copyright 1994 by the University of Chicago.

Suggested Citation

  • Vanden Abeele, Piet & MacLachlan, Douglas L, 1994. "Process Tracing of Emotional Responses to TV Ads: Revisiting the Warmth Monitor," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 586-600, March.
    • Handle: RePEc:oup:jconrs:v:20:y:1994:i:4:p:586-600
    DOI: 10.1086/209372
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    Cited by:

    1. 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.
    2. Sam K. Hui & Tom Meyvis & Henry Assael, 2014. "Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing," Marketing Science, INFORMS, vol. 33(2), pages 222-240, March.
    3. So Young Song & Youn-Kyung Kim, 2019. "Doing Good Better: Impure Altruism in Green Apparel Advertising," Sustainability, MDPI, vol. 11(20), pages 1-20, October.
    4. Cornelissen, Gert & Pandelaere, Mario & Warlop, Luk & Dewitte, Siegfried, 2008. "Positive cueing: Promoting sustainable consumer behavior by cueing common environmental behaviors as environmental," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 46-55.
    5. Marc Roy, 2014. "Measuring Emotional Responses to TV Commercials: The Warmth Monitor Modernized," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 4(12), pages 63-69, December.
    6. Hoang, Chi & Knöferle, Klemens & Warlop, Luk, 2023. "Using different advertising humor appeals to generate firm-level warmth and competence impressions," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 741-759.
    7. Bruno, Pascal & Melnyk, Valentyna & Völckner, Franziska, 2017. "Temperature and emotions: Effects of physical temperature on responses to emotional advertising," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 302-320.
    8. Francisco Barbosa Escobar & Carlos Velasco & Kosuke Motoki & Derek Victor Byrne & Qian Janice Wang, 2021. "The temperature of emotions," PLOS ONE, Public Library of Science, vol. 16(6), pages 1-28, June.
    9. Caruelle, Delphine & Gustafsson, Anders & Shams, Poja & Lervik-Olsen, Line, 2019. "The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action," Journal of Business Research, Elsevier, vol. 104(C), pages 146-160.

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