Food consumption is considered a hedonic experience that encompasses two reactions. The first one is the emotional reactions to the food itself, and the second one is the associated emotional reactions with the entire consumption experience. Consumers usually base their product satisfaction judgments on these emotional reactions. The key role of the emotions in changing the consumption behavior was noticed and mentioned by many researchers who reported that emotions, which are highly provoked by our sensory responses (sight, smell, taste, hearing and touch), have significant influences on desires which eventually determine the final behavior.
In the recent years, emotion measurement has received increasing attention related to sensory and food consumption research which is reflected by the growing number of the emotional measuring methods including questionnaires.
This book is considered as the
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Moreover, it tries to bridge the gap among academic, clinical, and commercial approaches to emotions, especially the emotions related to consumer behavior. The book also discusses important questions related to whether the emotions should be either measured behaviorally, physiologically, or with self-report questionnaires; If measured emotions should be mainly positive emotions or mainly negative emotions. Most importantly it discusses the how we define emotions at the most basic level.
That is why this book is titled Emotion Measurement, not just Emotion or Emotions.
In this book, each chapter has received one, two or more of reviews, but the chapters maintain the individual tone of each author and the individual point of view of each author. The reader will notice the enormous diversity of approaches which is related to emotion measurement. That expresses the strength of the field of emotion research and the strength of Emotion Measurement.
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