Measuring Emotions

Emotions are ephemeral, psychological states. 

Measurement is quantification of attributes. 

Yet scientists claim to be able to measure human emotions in various ways.

How? 

If we push the definition of emotions a little, emotions are neuro-physical responses to stimuli that prompt our bodies to react to threats, rewards, etc. 

The physical parts of the responses can be observed and measured in test subjects through eye movement, skin conductance, brain activity, heart rate and facial expressions. 

Academic researchers use such measurements and data to understand the fundamental characteristics of attention, learning, memory, behavior and so forth.

Marketing researchers use it for similar ends, but are more purposeful about its application to optimizing content, brand experiences, digital products, and so forth.

Some worry that this type of research can be misused to manipulate consumers, to trick them into thinking, feeling and doing things that are not in their self interest. 

Stories of large-scale, nonconsensual experiments on platforms stoke these concerns, but they appear to be few and far between. 

Applied properly, this type of measurement has a valuable role in uncovering insights that can be used to develop better, more-engaging media products and marketing experiences.

What does “applied properly” mean?

For example, it means adhering to codes of conduct for ethical research and data collection (such as the Advertising Research Foundation's CoC) can make it safe and effective for participants, the profession and the public.

Are you feeling better about it?

How about now?

Now?