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It is difficult to measure emotions. This is because directly asking respondents about their emotions requires them to cognitively retrieve their feelings. While this is not necessarily disastrous, it has the potential to impose a cognitive filter over the construct.
While emotions have been related to behavioural intent extensively using regression and structural equations approaches, there is little research that has considered non-linearities and interactions.
It can however be argued that incorporating emotions in models of evaluation and choice may both improve predictive ability and increase their diagnostic capability.
This webinar will address:
Webinar Time: 1-hour webinar
Speaker: Professor John Roberts, Australia
John Roberts researches in the areas of marketing strategy, consumer response modelling and branding. He is a Professor at the University of New South Wales and a Fellow of the London Business School and Fudan University.
He has won the American Marketing Association’s Award for the top Doctorate in the U.S., its William O’Dell Award for the most influential piece of research published in the Journal of Marketing Research and its Advanced Research Techniques Forum Best Paper Award.
John sits on the Editorial Boards of the Journal of Marketing, the Journal of Marketing Research, Journal of Forecasting, Marketing Science, International Journal of Research in Marketing, Quantitative Abstracts in Marketing and Review of Marketing Science.
He is the winner of the Australian and New Zealand Academy of Marketing Distinguished Researcher and Distinguished Educator Awards, as well as winning its Best Paper Award three times.