Quotation Walla, Peter and Brenner, Gerhard and Koller, Monika. 2011. Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing. PLoS ONE 6 (11): S. 1-7.


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Abstract

With this study we wanted to test the hypothesis that individual like and dislike as occurring in relation to brand attitude can be objectively assessed. First, individuals rated common brands with respect to subjective preference. Then, they volunteered in an experiment during which their most liked and disliked brand names were visually presented while three different objective measures were taken. Participant's eye blinks as responses to acoustic startle probes were registered with electromyography (EMG) (i) and their skin conductance (ii) and their heart rate (iii) were recorded. We found significantly reduced eye blink amplitudes related to liked brand names compared to disliked brand names. This finding suggests that visual perception of liked brand names elicits higher degrees of pleasantness, more positive emotion and approach-oriented motivation than visual perception of disliked brand names. Also, skin conductance and heart rate were both reduced in case of liked versus disliked brand names. We conclude that all our physiological measures highlight emotion-related differences depending on the like and dislike toward individual brands. We suggest that objective measures should be used more frequently to quantify emotion-related aspects of brand attitude. In particular, there might be potential interest to introduce startle reflex modulation to measure emotion-related impact during product development, product design and various further fields relevant to marketing. Our findings are discussed in relation to the idea that self reported measures are most often cognitively polluted.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal PLoS ONE
Citation Index SSCI
Language English
Title Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing
Volume 6
Number 11
Year 2011
Page from 1
Page to 7
Reviewed? Y
URL http://www.plosone.org/article/info:doi/10.1371/journal.pone.0026782
DOI http://dx.doi.org/10.1371/journal.pone.0026782

Associations

People
Koller, Monika (Details)
External
Brenner, Gerhard (Austria)
Walla, Peter (University of Newcastle, Australia)
Organization
Marketing Management IN (Details)
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