%0 Journal Article %A Anca Cristina Micu %A Joseph T. Plummer %T Measurable Emotions: How Television Ads Really Work %B Patterns of Reactions to Commercials Can Demonstrate Advertising Effectiveness %D 2010 %R 10.2501/S0021849910091300 %J Journal of Advertising Research %P 137-153 %V 50 %N 2 %X Emotional responses are complex and should be measured against a variety of metrics. Five advertising research companies spanning three physiological (GSR, HRT, and facial EMG), one symbolic (ZMET), and three self-report (verbal, visual, and moment-to-moment) measures tested the effectiveness of the same four television commercials. This study compared and contrasted the physiological, symbolic, and self-report measure results and found they should be used in combination, depending on the information needed. Traces from the physiological measures indicate the peaks of lower-order emotions. Self-report measures capture conscious emotional reactions using preset labels. Symbolic measures provide a mental map of the brand. The authors suggest brand managers could use different criteria in setting the advertising objectives and reorient the creative briefing process. Emotional experiences are co-created, and advertising planning should link the “brand story” with a consumer's “life story.” %U https://www.journalofadvertisingresearch.com/content/jadvertres/50/2/137.full.pdf