Comments on: Emotion and Reason in Consumer Behavior: Chapter 1: Introduction http://robertjneal.com/2012/emotion-and-reason-in-consumer-behavior-chapter-1-introduction/ Sat, 06 Apr 2013 17:07:49 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: robertjneal http://robertjneal.com/2012/emotion-and-reason-in-consumer-behavior-chapter-1-introduction/comment-page-1/#comment-8570 robertjneal Sat, 06 Apr 2013 17:07:49 +0000 http://userexperience.robertjneal.com/?p=191#comment-8570 Hi Nasla, First, notice that they are three forms, not three competing definitions. I think one of the more useful takeaways from this chapter is Block's distinction between the three forms of emotion. When testing the emotion elicited by a product or campaign it is useful to break them into physiological responses (EI), spontaneous expressive behavior (EII), and the experience of the consumer (EIII). EI can be tested quite well as you can record physiological responses pretty easily and they aren't subject to worries such as those with self-reporting. EII is less precise, but given the right environment should be able to be captured in a measurable way. EIII is the most difficult to get at. Self-reporting is problematic for a number of reasons and we can't measure the consumer's experience directly. But I hope that helps you see how the three forms can give us insights on how to measure consumer emotions, i.e. what the metrics we should attend to are when testing a product or campaign. Best, Robert Hi Nasla,

First, notice that they are three forms, not three competing definitions. I think one of the more useful takeaways from this chapter is Block’s distinction between the three forms of emotion.

When testing the emotion elicited by a product or campaign it is useful to break them into physiological responses (EI), spontaneous expressive behavior (EII), and the experience of the consumer (EIII). EI can be tested quite well as you can record physiological responses pretty easily and they aren’t subject to worries such as those with self-reporting. EII is less precise, but given the right environment should be able to be captured in a measurable way. EIII is the most difficult to get at. Self-reporting is problematic for a number of reasons and we can’t measure the consumer’s experience directly.

But I hope that helps you see how the three forms can give us insights on how to measure consumer emotions, i.e. what the metrics we should attend to are when testing a product or campaign.

Best,
Robert

]]> By: Nasla http://robertjneal.com/2012/emotion-and-reason-in-consumer-behavior-chapter-1-introduction/comment-page-1/#comment-6458 Nasla Sat, 09 Feb 2013 23:05:29 +0000 http://userexperience.robertjneal.com/?p=191#comment-6458 The chapter provides three different definitions of emotions, how can someone use each of these definitions to research and market a product? The chapter provides three different definitions of emotions, how can someone use each of these definitions to research and market a product?

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