Previous literature has examined the
significance of emotional consumer experiences increasingly pursued by
consumers. However, the current knowledge of emotional responses in real-time
and real-world consumption settings is still limited. Emotions have previously
been measured with observation, self-report, and physiological methods.
Digitalization and technological development have, however, advanced these
methods as individuals now engage in various self-tracking practices. The
chapter introduces emotion tracking as an additional means for measuring
emotions. One application, the Emotion Tracker®, was tested by students (n=19)
who tracked their emotions (n=617) related to various consumer experiences and
reported their user experiences in research diaries. Emotion tracking
facilitated real-time and real-world emotion measurement by partly combining
the strengths and diminishing the weaknesses of traditional methods. The future
of emotion measurement is likely to lie in the combination of subjective and objective
self-tracking practices embedded in individuals’ everyday lives.