Purpose – The purpose of this paper is to examine consumer emotions and the social science and observation measures that can be utilised to capture the emotional experiences of consumers. The paper is not setting out to solve the theoretical debate surrounding emotion research, rather to...

Purpose – To introduce the contents of the special issue, and provide an integrative overview of the development of observational methodologies in marketing research, as well as some directions for the future. Design/methodology/approach – A historical review of the development of...

Purpose: To grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field’s parameters. This paper aims to examine whether the existing body of neuromarketing literature can support such growth....