How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising
回顾了20年来广告中测量情感的不同方法，讨论其有效性和适用性，并分析情感与传统广告效果指标的关系，为研究者选择测量方法提供建议。
<h3>ABSTRACT</h3> In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used for measuring emotions in advertising and to discuss their validity and applicability. We further draw conclusions on the relation between emotions and traditional measures of advertising effectiveness. We finally formulate recommendations on the use of the different methods and make suggestions for future research.