NDLI: Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese

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Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese

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Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese

Content Provider	Springer Nature Link
Author	Wang, Wan Chen Chien, Charles S. Moutinho, Luiz
Copyright Year	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 “cognitive 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.
Starting Page	391
Ending Page	409
Page Count	19
File Format	PDF
ISSN	09230645
Journal	Marketing Letters
Volume Number	26
Issue Number	3
e-ISSN	1573059X
Language	English
Publisher	Springer US
Publisher Date	2015-02-08
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Marketing research Emotional response Self-reported measures Psychophysiological measures Human-computer interaction Marketing
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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