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Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing

Walla, Peter and Brenner, Gerhard and Koller, Monika (2011) Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing. PLoS ONE, 6 (11). e26782. ISSN 1932-6203

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Abstract

With this study we wanted to test the hypothesis that individual like and dislike as occurring in relation to brand attitude can be objectively assessed. First, individuals rated common brands with respect to subjective preference. Then, they volunteered in an experiment during which their most liked and disliked brand names were visually presented while three different objective measures were taken. Participant's eye blinks as responses to acoustic startle probes were registered with electromyography (EMG) (i) and their skin conductance (ii) and their heart rate (iii) were recorded. We found significantly reduced eye blink amplitudes related to liked brand names compared to disliked brand names. This finding suggests that visual perception of liked brand names elicits higher degrees of pleasantness, more positive emotion and approach-oriented motivation than visual perception of disliked brand names. Also, skin conductance and heart rate were both reduced in case of liked versus disliked brand names. We conclude that all our physiological measures highlight emotion-related differences depending on the like and dislike toward individual brands. We suggest that objective measures should be used more frequently to quantify emotion-related aspects of brand attitude. In particular, there might be potential interest to introduce startle reflex modulation to measure emotion-related impact during product development, product design and various further fields relevant to marketing. Our findings are discussed in relation to the idea that self reported measures are most often cognitively polluted. (authors' abstract)

Item Type: Article
Additional Information: Conceived and designed the experiments: PW GB MK. Performed the experiments: GB MK. Analyzed the data: PW GB MK. Contributed reagents/materials/analysis tools: PW GB MK. Wrote the paper: PW GB MK.
Divisions: Departments > Marketing > Marketing und KonsumentInnenforschung
Departments > Marketing > Marketing-Management
Version of the Document: Published
Variance from Published Version: None
Depositing User: Elena Simukovic
Date Deposited: 19 Apr 2016 12:00
Last Modified: 19 Apr 2016 13:16
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/55912/
URI: http://epub.wu.ac.at/id/eprint/4998

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