Observations: SAM: The Self-Assessment Manikin An Efficient Cross-Cultural Measurement Of Emotional Response 1

Jon D. Morris

436 citations0/0 files storedJournal of Advertising Research

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Emotion and Mood Recognition Psychometric Methodologies and Testing Cultural Differences and Values

Abstract

Although consumer research began focusing on emotional response to advertising during the 1980s (Goodstein, Edell, and Chapman Moore. 1990; Burke and Edell, 1989; Aaker, Stayman, and Vezina, 1988; Holbrook and Batra, 1988), perhaps one of the most practical measures of affective response has only recently emerged. Part of the difficulty in developing measures of emotional response stems from the complexity of emotion itself (Plummer and Leckenby, 1985). Researchers have explored several different measurement formats including: verbal self-reports (adjective checklists), physiological techniques, photodecks, and dial-turning instruments.

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References

1977Evidence for a three-factor theory of emotions 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1986The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior 1989The Impact of Feelings on Ad-Based Affect and Cognition

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