Measuring Emotional Responses to TV Commercials: The Warmth Monitor Modernized


  • Marc Roy Université du Québec à Rimouski



Advertising effectiveness, commercial breaks, emotional response, felt mood, warmth monitor.


Recently there has been a lot of interest in measuring emotional responses to advertising. This study focuses on the measurement of a specific emotional response to television advertising; warmth. Nearly thirty years ago, (Aaker, Stayman and Hagerty, 1986) developed a procedure they called the Warmth Monitor; “paper and pencil” self-report process recording method. The Warmth Monitor has been used in a large number of empirical studies in marketing since, but the most recent versions of the procedure are computerized. The two methods of administering the Warmth Monitor are compared in this research.

Author Biography

Marc Roy, Université du Québec à Rimouski

Sciences de Gestion, Professeur


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