Distinguishing between feelings and emotions in understanding communication effects

This article explores measures that may be particularly relevant in connection with peripheral or low-involvement information processing. For FMCG, peripheral information processing is dominant, but in terms of most measures used in communication research, central information processing is more efficient. The only exception relates to emotional responses. The more positive and strong effects are registered following peripheral information processing. This directs the attention towards contemporary neurophysiological research into memory and emotional processing. In addition to measuring emotional processes in terms of behavioural, glandular and autonomous responses, it is possible to infer something about underlying emotional dispositions from analyses of questions about feelings.