Anja, Dieckmann; Matthias, Unfried - In: GfK Marketing Intelligence Review 6 (2014) 1, pp. 52-58
Emotions affect all of our daily decisions and, of course, they also influence our evaluations of brands, products and advertisements. But what exactly do consumers feel when they watch a TV commercial, visit a website or when they interact with a brand in different ways? Measuring such emotions...