Self-Report Method as a Strategy to Identify the Consumers Emotional Response

Abstract

This research is developed in the field of market research focused on visual perception and emotionalresponse. For the present case, the study on brands is not focused on the consumption of products, but on the perception of the participants when observing images that are produced to promote specific brands. A survey was conducted using a self-report method to measure their emotional response within the marketing context. It was observed that there are modifying factors in the perception of those who were surveyed that could determine the application of effective strategies. In addition, by understanding what the emotional response of consumers is like, it is possible to provide useful contributions to achieve the differentiation of a brand or product.