Cross-cultural Applications of Emotion Measurement
Friday, September 30 - Main Stage
Emotions are fundamental for understanding consumers’ attitudes and behavior. While widely acknowledged, measuring the underlying dimensions of emotion has been shown to be more precise to define consumers’ emotional experiences and better at explaining attitudes and behaviors than the expressed constructs.
The construction of emotion is so connected to the cultural experience that, even emotional constructs that were once believed universal, such as fear and anger, may differ in meaning across languages and some emotional concepts, such as schadenfreude in Germany, awumbuk in Papua New Guiden, gezellig in Dutch, etc...are known to be unique to a culture and a language.
Manuel Garcia-Garcia will present a new dimensional system of stated emotional response based on valence, arousal, and control (VAC) aiming for consistent measures across the world.
What the audience can learn:
- How to map emotional words across languages and cultures
- An empirical framework where different complex emotional constructs can be measured and compared.
- Consequences for global brands
See the full agenda for September 29
See the full agenda for September 30
Register now »
Friday, September 30 - Main Stage
Emotions are fundamental for understanding consumers’ attitudes and behavior. While widely acknowledged, measuring the underlying dimensions of emotion has been shown to be more precise to define consumers’ emotional experiences and better at explaining attitudes and behaviors than the expressed constructs.
The construction of emotion is so connected to the cultural experience that, even emotional constructs that were once believed universal, such as fear and anger, may differ in meaning across languages and some emotional concepts, such as schadenfreude in Germany, awumbuk in Papua New Guiden, gezellig in Dutch, etc...are known to be unique to a culture and a language.
Manuel Garcia-Garcia will present a new dimensional system of stated emotional response based on valence, arousal, and control (VAC) aiming for consistent measures across the world.
What the audience can learn:
- How to map emotional words across languages and cultures
- An empirical framework where different complex emotional constructs can be measured and compared.
- Consequences for global brands
See the full agenda for September 29
See the full agenda for September 30
Register now »