Physiological and self-report methods to the measurement of emotion in tourism

Abstract

There is strong growth in research on tourist emotion, with a substantial scholarly debate emerging surrounding approaches to measurement. Recently objective physiological methods for measurement of emotion have been applied in the tourism field. However, there are few studies which explore the benefits and limitations of applying physiological and self-report methods to measure emotions. This research aims to compare and contrast physiological and self-report methods to assess emotional responses to tourism marketing stimuli where music was manipulated. This research assessed emotional responses from 37 participants to three tourism advertisements of Iran using four key methods; specifically, FaceReader™, skin conductance, self-report surveys and post hoc interviews. This research found that the light rhythmic music tends to evoke positive emotions and a higher level of emotional arousal in participants than does the traditional Iranian music or a video without music. Physiological and self-report measures of emotional arousal were inconsistent, but both techniques found similar results for assessing the valence of emotions. Thus, results highlight the importance of applying physiological techniques in combination with self-report surveys and post hoc interviews to provide a better and more accurate understanding of emotional experiences.

How Does Music-Message Congruency in Online Video Advertisements Enhance Consumers’ Behavior Intentions? A Serial Multiple Mediator Model

“…In spite of the the controversies about whether music has a significant impact on arousal, we support the mainstream view that music will have a significant impact [6], [41]- [42] rather than no significant impact [40]. Hadinejad et al [41] found that in video advertisements, music with light rhythm was more likely to evoke positive emotions and participants would have a higher level of emotional arousal in the presence of music than in the absence of music. Ding and Lin [42] found that background music tempo could positively affect consumer arousal.…”

“…Because of its wide use and ability to enhance the audience's arousal and affection, music is considered to be an important background feature in advertising [18]. In spite of the the controversies about whether music has a significant impact on arousal, we support the mainstream view that music will have a significant impact [6], [41]- [42] rather than no significant impact [40]. Hadinejad et al [41] found that in video advertisements, music with light rhythm was more likely to evoke positive emotions and participants would have a higher level of emotional arousal in the presence of music than in the absence of music.…”

Emotions in Tourism: Theoretical Designs, Measurements, Analytics, and Interpretations

“…They show that self-report overestimates the effect of pleasure on advertising effectiveness. In another study, Hadinejad et al (2019) conclude that combining verbal (self-report), nonverbal (skin conductance, FaceReader TM ), and indirect qualitative (post hoc interview) provides a more accurate account of ad-evoked emotional reactions.…”

Destination Image as Means of Branding and Marketing: Evidence from a Mountainous City Destination in Greece

“…Tourism marketers use advertisements to position a brand against its competitors and hence influence destination selection (Hadinejad, Moyle, Kralj, & Scott, 2019;Li, Walters, Packer, & Scott, 2019). The immediate goals are to promote the destination image and enhance the virtual experience, (Kong, Huang, Scott, Zhang, & Shen, 2019) and to emotionally influence their actions that are predictive of positive attitude and intention to buy (Hadinejad et al, 2019).…”

“…Tourism marketers use advertisements to position a brand against its competitors and hence influence destination selection (Hadinejad, Moyle, Kralj, & Scott, 2019;Li, Walters, Packer, & Scott, 2019). The immediate goals are to promote the destination image and enhance the virtual experience, (Kong, Huang, Scott, Zhang, & Shen, 2019) and to emotionally influence their actions that are predictive of positive attitude and intention to buy (Hadinejad et al, 2019). There is a variety of conventional marketing tools for promoting tourism products and services such as television, radio, newspapers, magazines, billboards, booklets, catalogues, brochures, and flyers (Balomenou & Garrod, 2019;Johnson & Kaye, 2016;Tan et al, 2018).…”