IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v6y2014i1p8-15n1002.html
   My bibliography  Save this article

No Motion without Emotion: Getting Started with Hard Facts on a Soft Topic

Author

Listed:
  • Gröppel-Klein Andrea

    (Chair of Marketing and Director of the Institute of Consumer and Behavior Research at Saarland University, Saarbrücken, Germany)

Abstract

The power of emotions is evident in almost all areas of marketing and consumer behavior. Consumers often strive for "affect optimization": At the end of the day, they want their emotional balance to be positive. That means products, advertisements and other people - anything that can make us happy - all have a high potential for success. Hundreds of empirical studies demonstrate the importance of emotions in marketing and consumer behavior. But emotions are very diverse and can be researched from different perspectives. Methods for measuring emotions are as diverse as the various theoretical approaches. They range from verbal self-evaluation and picture-based scales to neuroscientific measures like heart rate, electrodermal reactions or regional brain response. Other popular approaches include observational methods that attempt to capture emotional facial expressions. Which method fits best needs to be decided on a case-by-case basis.

Suggested Citation

  • Gröppel-Klein Andrea, 2014. "No Motion without Emotion: Getting Started with Hard Facts on a Soft Topic," NIM Marketing Intelligence Review, Sciendo, vol. 6(1), pages 8-15.
    • Handle: RePEc:vrs:gfkmir:v:6:y:2014:i:1:p:8-15:n:1002
    DOI: 10.2478/gfkmir-2014-0002
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/gfkmir-2014-0002
    Download Restriction: no
    File URL: https://libkey.io/10.2478/gfkmir-2014-0002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:6:y:2014:i:1:p:8-15:n:1002. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.