During the past decade, there has been an increased interest in the industry on measuring emotion and its effects on behavior; and consumer researchers could benefit from a comprehensive approach and framework around the emotional experience. Recent research in cognitive and affective sciences, as well as linguistics, have shown that while emotions are not universal, they follow a similar dimensional structure across cultures and languages.
Join us for a complimentary webinar to hear highlights from foundational research Ipsos conducted across six markets (U.S., Mexico, Brazil, France, China and Saudi Arabia) which resulted in the development of a measurement system of the emotional experience. Based on academic empirical evidence, our pragmatic and scalable solution evaluates consistency of the dimensions across cultures while building a database of emotional constructs that are mapped to such dimensions.
Attendees will learn more about:
- Emotional constructs are not universal but can be mapped onto emotional dimensions and integrated with the measurement of the emotional experience to address empirical questions.
- Emotion dimension ratings are consistent but differ across countries, showing an impact of culture and language on the experienced emotion for each dimension.
- The words you use in your questions matter a lot. Test to avoid question word-driven bias.
- Ratings show valuable similarities and differences across cultures when databasing emotional constructs.
Manuel Garcia-Garcia, PhD, Global Lead Neuroscience, Global Science Organization, Ipsos, USA