In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used...

In this paper, we present a procedure to apply the social labeling technique as a social marketing tool. With four studies, we tested its potential for the promotion of pro-environmental consumer behavior. The procedure first provokes an environmentally friendly act and, subsequently, invites...