Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese
- PDF / 693,441 Bytes
- 19 Pages / 439.37 x 666.142 pts Page_size
- 101 Downloads / 239 Views
Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese Wan-Chen Wang & Charles S. Chien & Luiz Moutinho
# Springer Science+Business Media New York 2015
Abstract Self-reported measures are widely used to measure consumers’ emotional responses to advertising stimuli or consumption-related experiences, and are a consistently popular method for practitioners and researchers. There is, however, a problem known as Bcognitive bias^ which often arises from self-reported measures. Consequently, several researchers highlight the demand for the measurement of emotion to go beyond self-reported measures, and call for collaboration with other research fields to advance consumer behavior research in the study of emotion. This research collaborates with researchers in the field of human-computer interaction and suggests an alternative method: the Voice Emotion Response in Mandarin Chinese, which is one of the most widely spoken languages in the world. The findings show that the Voice Emotion Response, as compared to self-report, is more strongly related to recall. Preliminary outcomes reveal that this approach can potentially enhance the effectiveness of measuring emotions. Keywords Marketing research . Emotional response . Self-reported measures . Psychophysiological measures . Human-computer interaction
1 Introduction Does what you think correspond to what you feel? Psychological and physiological studies (e.g., Baggett et al. 1996; Calvo and Eysenck 1998) reveal substantial variations depending upon whether one is giving a cognitive or emotional response. Calvo and W.
Data Loading...
