Abstract
This study discusses the trend in emotion research within marketing during 2002 to 2011. Employing a content analysis method, this study investigated 19 marketing journals. With increasing interest on emotion, this study is expected to help scholars seeking guidance, selecting research partners and universities, and designing emotion related research.
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Herjanto, H., Gaur, S.S. (2016). Research on Emotions By Marketing Scholars in Last 10 Years. In: Campbell, C., Ma, J. (eds) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-24184-5_10
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DOI: https://doi.org/10.1007/978-3-319-24184-5_10
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