Mapping & Measuring Emotional Experiences

Recent research in cognitive and affective sciences, as well as linguistics, has shown that while emotions are not universal, they follow a similar dimensional structure across cultures and languages.

The author(s)

  • Manuel Garcia-Garcia, PhD Global Lead of Neuroscience, Global Science Organization
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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, has shown that while emotions are not universal, they follow a similar dimensional structure across cultures and languages. 

Revisit our on demand 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.

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.

The author(s)

  • Manuel Garcia-Garcia, PhD Global Lead of Neuroscience, Global Science Organization

Consumer & Shopper