Measuring Emotion In Brand Communication

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....