Abstract
The paper is concerned with the measurement of emotions and the study of the role ofemotions in consumer choice. Contemporary neurological findings suggest that emotionsmay play a role in its own right, quite different from the way in which they have beenconsidered in traditional consumer choice behaviour theory. A large-scale study including800 respondents, covering 64 brands, provide findings on emotional response tendenciesfor the brands, and relate these to involvement, type of need gratification, purchasingbehaviour, etc.
| Original language | English |
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| Place of Publication | København |
| Number of pages | 34 |
| ISBN (Electronic) | x645152632 |
| Publication status | Published - 2004 |