Measuring Emotion In Brand Communication

Peter Cooper and John Pawle

Our main purpose is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contribution to innovation? We first clarify what we mean by 'emotions', establish their importance in the consumer-brand relationship, and review how to measure them based upon latest thinking including those from neuroscience, psychology, and sociology.

Measuring Emotion In Brand Communication

Peter CooperCRAM International Ltd., United Kingdom

John PawleQiQ International Ltd., United Kingdom

INTRODUCTION

No aspect of our mental life is more important to the quality and meaning of our existence than emotions. They are what make life worth living, or sometimes ending. Emotions are the source of inspiration, creativity and innovation, and central to understanding brands, the consumer-brand relationship and how to use emotion to benefit brand communication.'Emotion', however, is a complex and slippery term which we tend to take for granted. Marketing, social, psychological, and philosophical literature abounds with argument about what...

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