Emotion Research: A Primer of the Underlying Psychology

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Researchers fundamentally agree that emotions and rational thought are primary influencers of behavior. When it comes to emotion-based research, there are many perspectives for what approach one might take.

While marketing research has recognized the value of emotions for some time, every new research project tends to open more questions about appropriate methods, strategies and interpretation of results. To that end, it can be quite confusing for the “beginner” in carving their way through the plethora of research options. Likewise, listening to consultants discuss various approaches can be difficult without a basic understanding of the psychology underlying different approaches.

To assist the researcher in assessing different approaches, this white paper provides a short overview of the psychology underlying different approaches to applying emotive research to solve consumer product and marketing research problems.

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