In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use:
A)copytesting.
B)ad tracking research.
C)warmth monitors.
D)test marketing.

Question

Quizplus · Accepted Answer

Using warmth monitors would be a more direct and objective way of measuring emotional reactions to an ad. Warmth monitors are devices that measure changes in skin temperature, which is an indicator of emotional response. This method would not rely on self-reported emotions, which could be subject to social desirability bias or inaccurate recall.

In Measuring Emotions, Researchers Could Use Questions to Inquire About