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    <pubDate>Wed, 20 Mar 2013 11:08:28 +0100</pubDate>
    <lastBuildDate>Wed, 20 Mar 2013 11:08:28 +0100</lastBuildDate>
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      <title>Measurement of emotional reactions to television advertisements – A state of the art review</title>
      <link>http://opus4.kobv.de/opus4-ubbayreuth/frontdoor/index/index/docId/1121</link>
      <description>Human emotions and their measurement present a complex and intricate affair&#13;
which perpetuates an ongoing discourse in marketing research. Since emotions&#13;
play a pivotal role in the success of advertisements, the exploitation of tools for&#13;
their precise measurement is crucial to researchers and practitioners alike. Yet,&#13;
there is no single gold standard instrument existent that enables a comprehensive&#13;
detection of all emotion facets at once. This thesis therefore focuses on the theoretical&#13;
conceptualization of emotion, and afterwards presents a variety of measurement&#13;
methods that address different emotion components. Thereby, particular&#13;
emphasis is placed on their applicability as regards television commercials.</description>
      <author>Christian Wolterink</author>
      <category>bachelorthesis</category>
      <guid>http://opus4.kobv.de/opus4-ubbayreuth/frontdoor/index/index/docId/1121</guid>
      <pubDate>Wed, 20 Mar 2013 11:08:28 +0100</pubDate>
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