ABSTRACT
Researchers and practitioners frequently rely on information they gather from self-report measures to gauge consumers' emotional responses to advertising stimuli and consumptionrelated experiences. However, the drawback of this technique is that cognitive bias often shades the consumer feedback. Therefore, recent research highlights the demand for methods of evaluating emotion that go beyond self-report measures and calls for cooperation with other fields of research in order to advance the study of consumer emotion. This area contains much room for improvements and this paper presents just one of the new possibilities: the Slogan Validator. The findings show that the Slogan Validator measures were a more sensitive discriminator between advertising slogans than self-report measures. The preliminary results reveal that our approach takes the first steps on a path leading to the increased effectiveness of advertising copy strategy.
