1、EMOTIONS AROUND THE WORLDAUTHORSManuel Garcia-Garcia,Ph.D.Davide BaldoRich Timpone,Ph.D.A cross-cultural framework for emotion measurementSeptember 2023IPSOS VIEWSDue to its critical role in customer experience,advertising effectiveness,brand building and other drivers of business growth,great atten

2、tion has been placed on emotions in recent decades.New advances in cognitive sciences and neuroscience have also ushered in new insights and approaches for their measurement.During this time,researchers have explored different approaches to capture the emotional response of the consumer,including me

3、asuring physiological signals of respondents(i.e.physical bodily sensations)and looking at the brains electrical responses.While valuable advances have been made,there is still a need for clarifying what is meant by emotions and how to capture this in valid,scalable cost-effective ways.The disruptio

4、n of human lab studies during Covid accelerated progress on this front.This paper provides an overview of the Ipsos Emotion Framework-which builds on academic research-and clarifies how we are approaching the domain of emotions,and how this can be measured in valid,comprehensive,scalable,and afforda

5、ble ways.This framework can be applied to help us understand commonalities and differences between cultures and in turn help us predict reactions to marketing stimuli,as well as experiences and social events.Bringing these pieces together allows for planning more impactful action based on the insigh

6、ts around emotion.IPSOS EMOTION FRAMEWORK WHAT IS EMOTION?Everyone has an understanding of what emotions are,but when we move to measuring them,it is revealed that each of us are viewing them differently from each other.This can be seen by comparing several definitions found in respected dictionarie