Measuring Emotion: Development and Application of an Instrument to Measure Emotional Responses to Products

Abstract

This chapter introduces the Product Emotion Measurement instrument (PrEmo), an instrument to assess emotional responses to consumer products. The non-verbal self-report instrument measures a set of 14 emotions. Each emotion in this set is portrayed with an animated cartoon character by means of dynamic facial, bodily, and vocal expression, and presented on a computer interface. Participants can report their responses by selecting those animations that correspond with their felt emotion(s). The chapter discusses the development of PrEmo in the context of existing instruments. In addition, an illustrative cross-culture study is reported, in which emotions evoked by car models have been measured in Japan and in The Netherlands.