How we measure emotions
Over the past eight years a computer-based system has been developed that utilizes concepts and tools derived from nonlinear systems theory to analyze emotion interactions as well as track dynamic emotion changes occurring over time. This system, named Emogram, has been used in a variety of settings to provide interventions in areas ranging from employee burnout to traumatic stress. Emogram can be used to provide immediate insight into the emotional responses of individuals prompted by recalled events, current experiences or anticipated events. Emogram utilizes thirty-three facial images depicting three levels of eleven emotions to assess, track and report changes in the following emotions: happiness, interest, surprise, contempt, disgust, shame, fear, anger, distress, sadness, and anxiety.
The Emogram assessment process begins by entering an identifying name or number into the program. The subject then selects one of the five presenters incorporated into the system. These presenters are (1) an Anglo female, (2) a Hispanic female, (3) an African-American female, (4) an Anglo male and (5) an African-American male. In general demographic matches are made with the client although there are specific exceptions to this practice.
The client is then instructed that there will be a presentation of thirty-three facial photographs depicting various emotions. The client is not to analyze the photographs cognitively, but rather, to simply answer the following question: “To what extent do you feel the way the individual in the photograph feels?” The client is presented with a data entry screen as shown in Figure 2 and responds by clicking on any one of the response bars that range from “Very Different” to “Very Similar.”
Each time a response is entered a new photograph appears on the screen depicting another emotion. There are three photographs for each emotion that differ only in degree. An important aspect of this assessment process is that it does not rely on the client knowing the names of the emotions or having any prior instruction about emotions. The response is essentially guttural rather than cognitive. When a response has been entered for each of the thirty-three photographs the system combines the scores for each emotion mathematically to derive a specific score for each emotion.
The Emogram assessment process begins by entering an identifying name or number into the program. The subject then selects one of the five presenters incorporated into the system. These presenters are (1) an Anglo female, (2) a Hispanic female, (3) an African-American female, (4) an Anglo male and (5) an African-American male. In general demographic matches are made with the client although there are specific exceptions to this practice.
The client is then instructed that there will be a presentation of thirty-three facial photographs depicting various emotions. The client is not to analyze the photographs cognitively, but rather, to simply answer the following question: “To what extent do you feel the way the individual in the photograph feels?” The client is presented with a data entry screen as shown in Figure 2 and responds by clicking on any one of the response bars that range from “Very Different” to “Very Similar.”
Each time a response is entered a new photograph appears on the screen depicting another emotion. There are three photographs for each emotion that differ only in degree. An important aspect of this assessment process is that it does not rely on the client knowing the names of the emotions or having any prior instruction about emotions. The response is essentially guttural rather than cognitive. When a response has been entered for each of the thirty-three photographs the system combines the scores for each emotion mathematically to derive a specific score for each emotion.
Pretest- Post-test Procedure
Because each individual has a unique emotional profile we use a pretest - post-test procedure to measure the emotional response to any stimulus. The stimulus can be a product, a service experience, a print or video ad or even a recalled event.
The system measures each emotion on a scale of 1 through 6 with higher scores representing increased strength of the emotion. It also provides an overall measure of Emotional Quality (EQ). The EQ score is a composite of all the emotions and is computed as the difference between the pleasant emotions (happiness, interest, and surprise) and the unpleasant emotions (disgust, contempt, anger, fear, anxiety, shame, distress, and sadness). The EQ score ranges from -100 to +100 with positive scores being more pleasant and negative scores more unpleasant.
The system measures each emotion on a scale of 1 through 6 with higher scores representing increased strength of the emotion. It also provides an overall measure of Emotional Quality (EQ). The EQ score is a composite of all the emotions and is computed as the difference between the pleasant emotions (happiness, interest, and surprise) and the unpleasant emotions (disgust, contempt, anger, fear, anxiety, shame, distress, and sadness). The EQ score ranges from -100 to +100 with positive scores being more pleasant and negative scores more unpleasant.