How does G&R measure emotional response to advertising?
G&R employs a variety of conventional self-report measures of emotions-based response to advertising. In addition to batteries of scalar questions, we maintain a highly evolved capability for using, coding and interpreting non-directed, open-ended questions about thoughts and feelings. These approaches enable us to access how a person feels about an ad or commercial using the words and cognitive processes that we have all learned to use to express our feelings. Emotions, however, go beyond cognition and words. So we also offer a unique and important physiological system to measure emotions-based response. Most conventional self-report systems are limited when the primary research questions involve emotional response. Simply, this is because, by its very nature, self-reporting requires that the respondent be able to remember and consciously express that response. Talking, writing, adjective checklists, smiley faces or dial turning all apply a cognitive filter to emotional response. Trad
