Art-based stimuli for consumer research emotion expression

Qualitative researchers are interested in consumers’ emotions and encourage participants to articulate their thoughts and feelings providing an emotional meaning that is associated with a particular phenomenon. In an attempt to facilitate participants in this process, the present research aims at testing and validating a tool to encourage consumers’ emotion expression evoked by artworks. Adopting a qualitative projective technique (i.e., an association test), we explore whether and which consumers’ emotions can be triggered by paintings and artworks.