...–affect–behavior model (Engel et al., 1978 ; Bettman, 1979). However, one of the main weaknesses of this model lies in the limited attention given to emotions. Specifically, affective states here are only considered a preference or a residue of cognitive activities. In response to this model...

...Stéphane Ganassali; Justyna Matysiewicz Purpose This paper aims to present the assessment of different self-reported approaches that can be used to identify and measure consumers’ emotional responses towards brands. The goal is to determine whether visual and spontaneous protocols are able...