Research topic "Emotions in Marketing"
Emotions, Affect and Decision-Making
In today's sensory overload, emotions act as indicators of relevance. They signal that an event is personally important. Therefore, the growing interest in the topic of emotions is not surprising. It is important for companies to know with which emotions consumers react to their advertising or their products. For many years, NIM has been dealing with the challenging question of how emotions can be captured, and it has developed two innovative methods to reliably measure consumers' emotions.