How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising

In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising.

How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising

Karolien PoelsGhent UniversitySiegfried DewitteCatholic University

INTRODUCTION

No advertising researcher, be it a practitioner or an academic, doubts that emotions are an...