...Monica D. Hernandez; Michael S. Minor Purpose Previous work examining the effect of emotional responses (arousal) in the online context has addressed one type of emotional data, relying only on self‐reporting. This paper aims to investigate the effect of arousal on short‐term brand memory...

... response tendencies in closed questions and ranking tasks. In qualitative market research, however, one has not yet come across a comparable overview of the various psychological mechanisms that are relevant to open questions. © Emerald Group Publishing Limited 2009 Interviews Memory...