Comparison of Methods of Measuring Emotions Using the Case of Bank Advertising

The purpose of the work is to compare the results of emotions measuring methods like Differential Emotions Scale, Scale of Emotional Reactions and Viewer Response Profile by the example of the banking sector commercials according to one-dimensional research. The sample included 300 respondents were interviewed during the online survey throughout Russia. Respondents have reached 18 years and have a monthly income which is more than 15 thousand rubles. The results are compared on such parameters as the quality of the models and the relationship of emotional evaluation and intention to use the services of the advertised Bank. For the convenience of comparison, the author's rating of scales was compiled in the work. These results are based on empirical data and averaged for three different content commercials. According to the results obtained, researcher should take into account the features of each scale and the goal that he wants to achieve by using it.