Do you really feel happy? Some implications of voice emotion response in Mandarin Chinese

Moutinho, L., Wang, W.-C. and Chien, C. S. (2015) Do you really feel happy? Some implications of voice emotion response in Mandarin Chinese. Marketing Letters, 26(3), pp. 391-409. (doi: 10.1007/s11002-015-9357-y)

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.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Moutinho, Professor Luiz
• Authors: Moutinho, L., Wang, W.-C., and Chien, C. S.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Marketing Letters
• ISSN: 0923-0645
• ISSN (Online): 1573-059X