Applicability of “ REM ”, Revised Emotions Measurement, to Marketing Analysis

Abstract

In this article, the author investigates two points of view. The first one is that “ REM (Revised Emotions Measurement) ” is able to improve discrimination in emotions compared with SAM (Self-assessment Manikin) by Lang (1980). And the other is to test applicability of REM to marketing analysis. The result shows that REM can measure emotions more adequately than SAM, and can distinguish deferent emotional responses to deferent expression of commercial advertisements. It implies that REM has applicability to marketing analysis.