The Measurement of Consumer’s Feel Data Using Neuromarketing and a Scoring Board: Conceptual Model

Abstract

By considering the consumer’s emotion as a separate data, we are now talking about Feel Data, which Neuromarketing provides us with the necessary tools and technologies to observe and measure in real time. It would be interesting to see and measure the emotion caused by the persuasive messages included in digital advertising, even better, to predict it. In this article, and based on the emotion theories with successful use in marketing, we propose a theoretical model of a scoring board, which would allow the analyst to assign a score to the emotion experienced by the consumer, to make a prediction of its nature (positive or negative), before checking its validity by Neuromarketing tools.