The Notion of Emotion

LRWAs marketers and researchers, we know that emotions often drive behavior. However, what emotions are and how to measure them is not well understood. In this talk, Dr. Eccleston will dispel some myths about emotions, such as “emotions are non-conscious”; “real” emotions are those that we can see and “people can’t articulate their emotions.” Explore the implications of each of these myths in terms of understanding consumer behavior and typical approaches to measure of emotion.

Tuesday, Feb. 23 | 10:00 a.m. – 10:30 a.m. | Room 2

Takeaways from this presentation:

  • Emotions are non-conscious and conscious.
  • “Real” emotions are complex and not always easily read biologically.
  • We need thoughtful approaches to measuring consumer emotions.

Presentation type:

Thought Leadership


Subjects covered:

  • Emotion
  • Non-conscious
  • Measurement of emotion
  • Consumer behavior
Collette Eccleston, Ph.D.

Collette Eccleston, Ph.D.

Senior Director, Pragmatic Brain Science, LRW

Collette Eccleston, Ph.D., has over 15 years of experience conducting behavioral science research. She specializes in applying behavioral science theory and methods to market research. Prior to her career in market research, Collette was a professor of psychology at Syracuse University where her work addressed stereotypes, attitudes, identity and group interaction. Collette received a B.A. in psychology from Columbia University and a Ph.D. in social psychology from the University of California, Santa Barbara.