ABSTRACT
Affective tests are used mainly by producers of consumer goods, but also by providers of services such as hospitals and banks, and even the Armed Forces, where many tests were first developed (see Chapter 1, p. 1). Each year, consumer tests are used more and more. They have proven highly effective as a principal tool in designing products or services that will sell in larger quantity and/or attract a higher price. The companies that prosper are seen to excel in consumer testing know-how and consequently in knowledge about their consumers.
