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Measurement of emotional reactions to television advertisements – A state of the art review

URN to cite this document: urn:nbn:de:bvb:703-opus4-11210

Title data

Wolterink, Christian:
Measurement of emotional reactions to television advertisements – A state of the art review.
Bayreuth , 2012 . - 60 S. P.
( Bachelor thesis, 2012 , University of Bayreuth, Faculty of Law, Business and Economics)

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Abstract

Human emotions and their measurement present a complex and intricate affair which perpetuates an ongoing discourse in marketing research. Since emotions play a pivotal role in the success of advertisements, the exploitation of tools for their precise measurement is crucial to researchers and practitioners alike. Yet, there is no single gold standard instrument existent that enables a comprehensive detection of all emotion facets at once. This thesis therefore focuses on the theoretical conceptualization of emotion, and afterwards presents a variety of measurement methods that address different emotion components. Thereby, particular emphasis is placed on their applicability as regards television commercials.

Further data

Item Type: Bachelor thesis
Keywords: Marketing; Werbung; Fernsehen; Messung; Emotionale Reaktion; Commercial; Television Advertisement; Emotion Measurement; Emotional Reaction
DDC Subjects: 300 Social sciences > 330 Economics
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties
Faculties > Faculty of Law, Business and Economics
Language: English
Originates at UBT: Yes
URN: urn:nbn:de:bvb:703-opus4-11210
Date Deposited: 25 Apr 2014 06:09
Last Modified: 15 May 2017 10:11
URI: https://epub.uni-bayreuth.de/id/eprint/184

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