Measuring Emotions in Marketing and Consumer Behavior : Is Face Reader an applicable tool?

Abstract

This thesis investigates the topic of measuring emotions in marketing and consumer research. An overview of existing implicit and explicit methods of measuring emotions is presented in the thesis, followed by a literature review of methods used in empirical research during the last decade. The last part of the thesis focuses on automatic facial expression analysis as a tool for measuring emotional responses. A pilot study conducted by the Center of Service Innovations in the Norwegian School of Economics is presented in the thesis and illustrates the possibility of using FaceReader software to measure emotions in consumer research.