《消费情绪的测量》

整理课件Contents

1.Introduction

2.Measuresofemotion

3.sixkindsofstudy

4.Discussion整理课件IntroductionResearchconcerningemotionwithincreasingfrequencyintheliterature.TheemotionsgeneratedbytheuseofproductTherelationshipbetweenemotionsandsatisfactionAnimportantcomponentofconsumerresponseTheappropriatewaytomeasureemotionbasedonthepsychologyintheconsumerbehaviorfliedisquestionable.ComprehensivewayUsefulnessAlternativemethod

整理课件MeasuresofemotionThedefinitionofemotionisnotclearlittleconsistencyin28definitions.avalencedaffectivereactiontoperceptionofsituations,excludingNonvalencedcognition;bodilystates;subjectiveevaluationofpeople.ThebasicemotionsandtheirmeasurementEmotionsProfileIndex:(Plutchik,1980):evolutionaryperspective(8primaryemotions)HolbrookandWestwood(1989):shortermeasuresDifferentialEmotionsScale(DES):10basicemotions(Izard,1997)整理课件MeasuresofemotionMeasurementPAD(Mehrabian,1974):emotionalreactiontothemarketingstimuli.MeasuremotionalresponsestoenvironmentalstimuliAssesstheperceivedpleasure,arousal,anddominanceBatraandHolbrook(1990)andEdellandBurke(1987):Measuresofemotionresponsestoadvertisingthedifferencebetweentheemotioninducedbyadvertisingandbyconsumption.LimitationIgnoresomeoftheemotions:loveTermsisnotfamiliartomanyconsumersTheappropriatenessofusingexistingmeasureisunknownThemeasurementshould:coverfrequentlyexperiencedemotioninawiderangeofconsumptioncontext.Bebriefenoughforsurveybefamiliarandreadilyunderstoodbyconsumers整理课件sixempiricalstudiesStudy1:developapreliminarysetofdescriptorsforemotions:175emotionwordsStudy2:Reducethesetofitems(thoseunfamiliar>5%orrarelyused<0.5):129wordsStudy3:Eliminateemotionsthatrarelyoccurintheconsumption(<10%ofsample):97wordsStudy4:Reducethenumberofitemsbyco-occurrence.Multidimensionalscaling(MDS):(consumptionemotionset)16clustersCES:13cluster整理课件整理课件sixempiricalstudiesStudy5:ComparestheefficacyofCESwiththatofothermeasures整理课件sixempiricalstudiesStudy6：ExaminethepredictivevalidityoftheCESrelativetoothermeasures.整理课件整理课件ConclusionCESissuperior.Futurestudy:Examinetheapplicability