Natural Kinds or Conceptual Constructions: Determining Emotion Measurement
Th. March 8 11:15 AM 'The Glass House'

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Two emotion theories – Natural Kinds and Conceptual Constructions – have been batted around in the behavioral sciences. In the past, these emotion theories were hardly even considered when it came to consumer research. It wasn’t until the early 90s that whispers started about the usefulness of consumer research, followed by a more recent full-scale focus by neuromarketing experts on consumer emotions studies. Since then psychologists and neuroscientists have shown that emotion is a critical, if not a primary, driver of human (consumer) behavior.

This new focus on emotion differentiation calls for an effective way to measure it. You can pick from an entire array of measurement approaches: self-report surveys; brain scanning, biometrics and facial coding; metaphor analysis; natural language processing (NLP); and implicit affective priming. But before determining how to measure emotion, it’s important to take a minute and reflect on what emotions really are.

During this session, Paul Conner will lead a discussion about the difference between Natural Kinds, where emotions are seen as naturally pre-existing neurophysiological and/or behavioral reactions to stimuli, and Conceptual Constructions, seen as cognitively constructed in the context of every situation. Are the emotions of a specific consumer group led by an innate, reliable brain and body “fingerprint” (i.e. Natural Kinds)? Or is that group basing their actions on what they similarly learn, as opposed to the brain and body fingerprints they’re born with?

Audience takeaways:

- Gain knowledge about the existing differences in emotion theory
- Attain clarity about the different theories
- Learn how to measure emotion and choose an approach that applies to the theory

« review the Neuromarketing World Forum 2018 agenda