%0 Journal Article %1 Abeele1994 %A Abeele, Piet Vanden %A MacLachlan, Douglas L. %D 1994 %I The University of Chicago Press %J The Journal of Consumer Research %K PT %N 4 %P 586--600 %T Process Tracing of Emotional Responses to TV Ads: Revisiting the Warmth Monitor %V 20 %X Because of the transient nature of some emotions stimulated during TV commercials, measurement of emotional reactions at various points during an ad requires process tracing. This research discusses the analysis of process-tracing data using the Warmth Monitor as an illustration We show that the establishment of the reliability and validity of process-tracing measures hinges on a suitable choice of the relevant domain of (co)variance in the data. The Warmth Monitor is shown to provide a reliable measure of warmth, but questions remain regarding the construct's meaning and valid measurement

@article{Abeele1994, abstract = {Because of the transient nature of some emotions stimulated during TV commercials, measurement of emotional reactions at various points during an ad requires process tracing. This research discusses the analysis of process-tracing data using the Warmth Monitor as an illustration We show that the establishment of the reliability and validity of process-tracing measures hinges on a suitable choice of the relevant domain of (co)variance in the data. The Warmth Monitor is shown to provide a reliable measure of warmth, but questions remain regarding the construct's meaning and valid measurement}, added-at = {2009-10-13T14:06:45.000+0200}, author = {Abeele, Piet Vanden and MacLachlan, Douglas L.}, biburl = {https://www.bibsonomy.org/bibtex/2fdacfddc686cf51152527813144f05e9/schultem}, file = {Abeele1994.pdf:a\\Abeele1994.pdf:PDF}, interhash = {a1cddc50bc9e79d5a55707dc2088b3f7}, intrahash = {fdacfddc686cf51152527813144f05e9}, journal = {The Journal of Consumer Research}, keywords = {PT}, number = 4, pages = {586--600}, publisher = {The University of Chicago Press}, timestamp = {2009-10-13T14:06:46.000+0200}, title = {Process Tracing of Emotional Responses to TV Ads: Revisiting the Warmth Monitor}, volume = 20, year = 1994 }