Measuring Emotions: Is China Different?
Raimund WildnerGfK-Nuernberg e.V., Germany
Laena LiuGfK Custom Research, China
INTRODUCTION
Emotions are a major topic in both marketing science and practice alike (c.f. Kroeber-Riel et al 2008, p.99). Emotional experiences shape peoples' attitudes towards brands and products. The pleasure of indulging in one's favorite chocolate bar, or the pride experienced when friends admire one's new mobile phone, strengthen our brand commitment. On the other hand, a positive brand relationship can be ruined through the anger caused by an unfriendly sales person or the frustration at spending endless time in the waiting loop of...