Consumer Emotions and Feel Data in Marketing: A Comprehensive Literature Review

This paper presents a comprehensive literature review of Feel Data as an emerging concept in marketing, with a particular focus on understanding and quantifying consumer emotions. The study explores definitions of emotions within consumer psychology and details methods currently used to measure emotional responses in marketing contexts, including self-reported surveys, neuromarketing tools, and physiological monitoring techniques. Through a critical examination of these methodologies, the paper highlights both the opportunities Feel Data presents for enhancing emotional insights in marketing and the limitations of current tools. The review also identifies key research gaps, including the need for standardized approaches to Feel Data, ethical considerations in emotional data collection, and the importance of assessing emotion’s long-term impact on consumer behavior. These findings suggest pathways for future research and emphasize the potential of Feel Data to deepen marketers' understanding of consumer behavior, ultimately aiding in the creation of more resonant and effective marketing strategies. Furthermore, the paper explores the economic implications of Feel Data, such as its role in optimizing return on investment (ROI), enhancing campaign efficiency, and reducing the cost of failed marketing initiatives.