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Licensed Unlicensed Requires Authentication Published by De Gruyter November 19, 2015

Towards Alternative Ways to Measure Attitudes Related to Consumption: Introducing Startle Reflex Modulation

Monika Koller and Peter Walla


Evolution provided us with the important feature of affective information processing, which is designed to detect potentially harmful and appetitive sources in a dynamic environment. Transferred into the modern world of consumption research, we are interested in studying this particular approach versus avoidance behavior. We call it affective information processing which is the underlying basis of all emotions and a significant part of attitudes relevant to consumption. This paper provides conceptual and measurement-related reflections on our understanding of attitudes and emotions relevant to consumption.


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Published Online: 2015-11-19
Published in Print: 2015-1-1

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