chapter
Warmth Meter
Pages 3

The concept behind the warmth meter is that warm, positive feelings may be directed toward an ad or a product. Warmth is measured by subjects manipulating ajoystick while watching an advertisement. The movements track reactions to an ad by making marks on a sheet of paper containing four lines. The four lines are labeled

1. absence of warmth, 2. neutral, 3. warmhearted/tender, and 4. emotional.