How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising
Karolien PoelsGhent UniversitySiegfried DewitteCatholic UniversityINTRODUCTION
No advertising researcher, be it a practitioner or an academic, doubts that emotions are an important factor in the advertising process. In models on "how advertising works," emotions have never been completely absent. According to the earliest advertising model AIDA, introduced by Strong (1925), an emotional reaction (here: desire) occurred only after consumers had experienced interest for the advertisement or the product. This led to the widespread conception that...