Continuous measurement of self‐report of emotional response

Abstract There has been substantial recent interest in measurement of emotional responses to advertising. One of the promising methods recently introduced has been the continuous measurement of specific feelings through a “warmth monitor” introduced by Aaker, Stayman, and Hagerty (1986). This article reports research extending the work of Aaker, Stayman, and Hagerty (1986) in two ways. First, it tests whether the warmth monitor method distinguishes feelings from the global reactions that are more commonly measured with continuous self‐report measures. Second, it tests the extension of the method to a general emotion monitor that measures feelings other than warmth. Support is found for discrimination between feelings and overall liking and for the validity of a humor, but possibly not irritation, monitor. © 1993 John Wiley & Sons, Inc.