The paper is concerned with the measurement of emotions and the study of the role of
emotions in consumer choice. Contemporary neurological findings suggest that emotions
may play a role in its own right, quite different from the way in which they have been
considered in traditional consumer choice behaviour theory. A large-scale study including
800 respondents, covering 64 brands, provide findings on emotional response tendencies
for the brands, and relate these to involvement, type of need gratification, purchasing
behaviour, etc
