Emotions are the very heart of people's experiences. Moreover, emotions determine people's focus because they influences people's interests and define dimensions of people's worlds across cultures. However, past research on emotions has argued about the meaning of basic emotions being relative or universal cross cultures. It seems as if researchers are avoiding the issues regarding the meaning of negative and positive emotions and how these emotions are expressed within a cross–cultural context. One of the biggest concerns is that if the descriptions of people's positive and negative emotions are not understood, it becomes difficult for people from different cultural backgrounds to maintain healthy relationships and relate their emotions with one another. Apart from the lack of research regarding the meaning of emotions across cultures, emotion and emotion experiences in the extrinsic and intrinsic level to the employee, especially within the cross cultural context, is also an under researched topic in South African organisations. The reason for this is that organisations view emotions as a complicated subject to understand and tend to focus more on maintaining positive emotions at work rather than creating a stable emotional climate in an organisation for employees. The lack of creating a stable emotional climate within an organisation and addressing adverse discrete emotions and emotional experiences could have harmful effects on employees' mental health and physical well–being. Furthermore, the absence of measuring instruments to investigate the emotions and emotional experiences of employees may result into experiencing painful personal incidents, lack of pride in one's accomplishments, lack of engagement and commitment, negative behaviour and attitudes, and intentions to quit. These experiences might trigger any negative emotions such as anger, hate, irritation, disappointment, despair and frustrations. The above problem statement gave a reason to investigate whether the meaning of emotions differs across cultures or is the same cross culturally, to identify the meaning structure of emotions and to identify the emotions and emotion experience of the employees within the work environment's extrinsic and intrinsic level experience to the individual. Therefore, the Componential Emotions Theory was a relevant theory to determine the meaning of emotions within the Tswana speaking group. The theory of determining emotions and emotion episodes by the Affective Events Theory was followed as a way of determining emotions and emotion experiences comprehensively in the Setswana speaking language group. The Componential Emotion Theory was adapted to provide a clarification of how people across cultures describe their emotion terms. According to the Componential Emotion Theory, emotion terms across cultures can be described through cognitive appraisal, subjective feelings, facial expressions, verbal expressions, gesture, bodily sensations, action tendencies and emotion regulation. Regarding the Affective Events Theory (AET), the theory suggests that emotion episodes at work can cause or be generated by either positive or negative emotions at work. The theory represents an understanding of how employees emotionally respond to certain emotion episodes that occur in various organisational settings. The following research objectives were formulated based on the above–mentioned description of the research problem. The research objectives were addressed into two research articles where study 1 (the meaning of emotion) was the first research article and study 2 (studying the emotion episodes and associated emotions) was the second research article. The objectives of study 1 were to determine the meaning of emotions as conceptualised in a literature review with specific reference to emotion dimensions; to determine how emotions and culture are conceptualised in a literature review with specific reference to the Setswana language group; to describe the Componential Emotion Theory in the literature as an approach to study the meaning of emotion in cultural contexts; to determine if the 24 emotion terms as measured by the Grid instrument, will refer to all components by revealing the meaning of an emotion structure in Setswana; to determine if the Meaning Grid will display acceptable alpha coefficients when compared with internationally studies having a value of 0, 80 and higher; to determine if the meaning of emotion (as measured in the context of the Componential Emotion Theory approach) in a Setswana–speaking students sample will include the evaluation–pleasantness dimension; to determine if the meaning of emotion (as measured in the context of the Componential Emotion Theory approach) in a Setswana–speaking students sample will include the potency–control dimension; to determine if the meaning of emotion (as measured in the context of the Componential Emotion Theory approach) in a Setswana–speaking students sample will include the activation–arousal dimension; to determine if the meaning of emotion (as measured in the context of the Componential Emotion Theory approach) in a Setswana–speaking students sample will include the unpredictability dimension; and to draw conclusions and suggest future research about the meaning of emotion in the Setswana language group. In this part of the study, the sample consisted of (N=122) and was taken from a higher education institution in the North–West Province. A Setswana translated version of the shortened form of the Meaning Grid instrument was administered. Four pilot studies were conducted (Meaning Grid) which consisted of (N=28) and the data gathering was held in a higher education institution in the North West Province. After all four pilot studies had been conducted, the shortened form of the GRID (Translated in Setswana) was then administered using the paper and pencil method (61 emotion features). Furthermore, by utilising the SPSS program, Principal Component Analysis (PCA) was executed to determine the number of factors and indicate the emotion dimensions present in the Setswana language group. In terms of inter–rater reliability, the cronbach–alpha for each respondent was calculated on their rating of emotion terms. A cut–off point for each item – total correlations of at least 0,20 – was used for inclusion for the final determination of reliability. In essence, it means that unreliable raters were dropped in order to keep the reliability high. The Componential Emotion Theory of Scherer (1987) was applied and indicated a four–factor model that should first be extracted namely: evaluation–pleasantness, activation–arousal, potency–control and unpredictability. However, examination of a three and four factorial extraction was not interpretable. The two emotion words, namely sadness and shame, were eliminated because they were outliers in the rotations done. Further inspection of the Scree–plot indicated that a two factor solution should be extracted. A principal component analysis (PCA) (done on the mean corrected scores) were therefore computed for two factors after a varimax rotation - which was interpretable as Evaluation–pleasantness and potency–control dimensions. The results and the interpretation of the two components (dimensions) are based on their relationship with the 61 emotion features. A further analysis was done to determine the component loadings of the 24 Grid emotion term on each factor. This gave an indication of the position of the emotion terms on the specific factors (evaluation–pleasantness and potencycontrol dimensions). Furthermore, the positions of each emotion term in relation with other emotions were graphically represented in a scatter plot. The objectives of study 2 were to conceptualise emotions at work as from a literature research; To determine the relevance of discrete emotions, emotion episodes and the use of the Affective Events Theory for the work context as presented in the research literature; to determine emotion episodes that are experienced in the workplace by Setswana employees; to determine emotion episodes and associated emotions reported on an extrinsic level of Setswana speaking working adults; to determine emotion episodes and associated emotions reported on an intrinsic level of Setswana speaking working adults; and to draw conclusions and make suggestions for future research about the emotion episodes and related emotions of Setswana employees. Within this part of the study a non–probability availability sample (N= 120) was taken from the mining industry, tourism industry, and community services including the government, manufacturing, agriculture, construction and the infrastructure industry. A pilot study was utilised as a prerequisite for the successful execution, and completion of this research study allowed the researcher to acquire thorough background knowledge about specific problems that the researcher intended to investigate. Thereafter, the Tswana employees understood the questions and could report without effort on emotion episodes at work that they experienced. Data collection was done through the Episode Grid, and two questions on emotion episodes were used for collecting emotion episodes in Setswana namely: the participants had to report their most intense emotion episode that they have experienced within their workplace in detail, for example, what happened? How did the episode begin? How did it evolve? How did it end? Secondly, the participants were asked to describe the three most important emotions or feelings that were experienced in the particular event. The described episodes were then categorised into different categories on intrinsic and extrinsic level experienced to the individual. Furthermore, the specific episodes were divided into two types of category levels namely extrinsic emotion episodes and intrinsic emotion episodes. The categories that were found on the extrinsic level concerning emotion episodes at work were acts of management, acts of colleagues, company procedure/company policy, acts of customers, work procedure, external environment and acts of subordinates. Concerning the intrinsic level about emotion episodes at work, the categories that were found included task problems/making mistakes, personal incidents, goal achievement, receiving recognition, physical incidents, discrimination, workload and lack of control. The emotions that were experienced on the extrinsic level comprised emotion terms such as anger, disappointment, anxiety, hurt, irritation, disgust, annoyance, fear, sadness, despair, worry, frustration, embarrassment, shame, hate, stress and anxiety. Regarding the emotions experienced on the intrinsic level, the emotion terms that were described included anger, disappointment, anxiety, hurt irritation, fear, sadness, despair, frustration, hate, pride, stress, compassion, guilt and happiness. Recommendations for the organisation and future research were made. / Thesis (M.Com. (Human Resource Management))--North-West University, Potchefstroom Campus, 2011.

Emotions are the very heart of people's experiences. Moreover, emotions determine people's focus because they influences people's interests and define dimensions of people's worlds across cultures. However, past research on emotions has argued about the meaning of basic emotions being relative or universal cross cultures. It seems as if researchers are avoiding the issues regarding the meaning of negative and positive emotions and how these emotions are expressed within a cross–cultural context. One of the biggest concerns is that if the descriptions of people's positive and negative emotions are not understood, it becomes difficult for people from different cultural backgrounds to maintain healthy relationships and relate their emotions with one another. Apart from the lack of research regarding the meaning of emotions across cultures, emotion and emotion experiences in the extrinsic and intrinsic level to the employee, especially within the cross cultural context, is also an under researched topic in South African organisations. The reason for this is that organisations view emotions as a complicated subject to understand and tend to focus more on maintaining positive emotions at work rather than creating a stable emotional climate in an organisation for employees. The lack of creating a stable emotional climate within an organisation and addressing adverse discrete emotions and emotional experiences could have harmful effects on employees' mental health and physical well–being. Furthermore, the absence of measuring instruments to investigate the emotions and emotional experiences of employees may result into experiencing painful personal incidents, lack of pride in one's accomplishments, lack of engagement and commitment, negative behaviour and attitudes, and intentions to quit. These experiences might trigger any negative emotions such as anger, hate, irritation, disappointment, despair and frustrations. The above problem statement gave a reason to investigate whether the meaning of emotions differs across cultures or is the same cross culturally, to identify the meaning structure of emotions and to identify the emotions and emotion experience of the employees within the work environment's extrinsic and intrinsic level experience to the individual. Therefore, the Componential Emotions Theory was a relevant theory to determine the meaning of emotions within the Tswana speaking group. The theory of determining emotions and emotion episodes by the Affective Events Theory was followed as a way of determining emotions and emotion experiences comprehensively in the Setswana speaking language group. The Componential Emotion Theory was adapted to provide a clarification of how people across cultures describe their emotion terms. According to the Componential Emotion Theory, emotion terms across cultures can be described through cognitive appraisal, subjective feelings, facial expressions, verbal expressions, gesture, bodily sensations, action tendencies and emotion regulation. Regarding the Affective Events Theory (AET), the theory suggests that emotion episodes at work can cause or be generated by either positive or negative emotions at work. The theory represents an understanding of how employees emotionally respond to certain emotion episodes that occur in various organisational settings. The following research objectives were formulated based on the above–mentioned description of the research problem. The research objectives were addressed into two research articles where study 1 (the meaning of emotion) was the first research article and study 2 (studying the emotion episodes and associated emotions) was the second research article. The objectives of study 1 were to determine the meaning of emotions as conceptualised in a literature review with specific reference to emotion dimensions; to determine how emotions and culture are conceptualised in a literature review with specific reference to the Setswana language group; to describe the Componential Emotion Theory in the literature as an approach to study the meaning of emotion in cultural contexts; to determine if the 24 emotion terms as measured by the Grid instrument, will refer to all components by revealing the meaning of an emotion structure in Setswana; to determine if the Meaning Grid will display acceptable alpha coefficients when compared with internationally studies having a value of 0, 80 and higher; to determine if the meaning of emotion (as measured in the context of the Componential Emotion Theory approach) in a Setswana–speaking students sample will include the evaluation–pleasantness dimension; to determine if the meaning of emotion (as measured in the context of the Componential Emotion Theory approach) in a Setswana–speaking students sample will include the potency–control dimension; to determine if the meaning of emotion (as measured in the context of the Componential Emotion Theory approach) in a Setswana–speaking students sample will include the activation–arousal dimension; to determine if the meaning of emotion (as measured in the context of the Componential Emotion Theory approach) in a Setswana–speaking students sample will include the unpredictability dimension; and to draw conclusions and suggest future research about the meaning of emotion in the Setswana language group. In this part of the study, the sample consisted of (N=122) and was taken from a higher education institution in the North–West Province. A Setswana translated version of the shortened form of the Meaning Grid instrument was administered. Four pilot studies were conducted (Meaning Grid) which consisted of (N=28) and the data gathering was held in a higher education institution in the North West Province. After all four pilot studies had been conducted, the shortened form of the GRID (Translated in Setswana) was then administered using the paper and pencil method (61 emotion features). Furthermore, by utilising the SPSS program, Principal Component Analysis (PCA) was executed to determine the number of factors and indicate the emotion dimensions present in the Setswana language group. In terms of inter–rater reliability, the cronbach–alpha for each respondent was calculated on their rating of emotion terms. A cut–off point for each item – total correlations of at least 0,20 – was used for inclusion for the final determination of reliability. In essence, it means that unreliable raters were dropped in order to keep the reliability high. The Componential Emotion Theory of Scherer (1987) was applied and indicated a four–factor model that should first be extracted namely: evaluation–pleasantness, activation–arousal, potency–control and unpredictability. However, examination of a three and four factorial extraction was not interpretable. The two emotion words, namely sadness and shame, were eliminated because they were outliers in the rotations done. Further inspection of the Scree–plot indicated that a two factor solution should be extracted. A principal component analysis (PCA) (done on the mean corrected scores) were therefore computed for two factors after a varimax rotation - which was interpretable as Evaluation–pleasantness and potency–control dimensions. The results and the interpretation of the two components (dimensions) are based on their relationship with the 61 emotion features. A further analysis was done to determine the component loadings of the 24 Grid emotion term on each factor. This gave an indication of the position of the emotion terms on the specific factors (evaluation–pleasantness and potencycontrol dimensions). Furthermore, the positions of each emotion term in relation with other emotions were graphically represented in a scatter plot. The objectives of study 2 were to conceptualise emotions at work as from a literature research; To determine the relevance of discrete emotions, emotion episodes and the use of the Affective Events Theory for the work context as presented in the research literature; to determine emotion episodes that are experienced in the workplace by Setswana employees; to determine emotion episodes and associated emotions reported on an extrinsic level of Setswana speaking working adults; to determine emotion episodes and associated emotions reported on an intrinsic level of Setswana speaking working adults; and to draw conclusions and make suggestions for future research about the emotion episodes and related emotions of Setswana employees. Within this part of the study a non–probability availability sample (N= 120) was taken from the mining industry, tourism industry, and community services including the government, manufacturing, agriculture, construction and the infrastructure industry. A pilot study was utilised as a prerequisite for the successful execution, and completion of this research study allowed the researcher to acquire thorough background knowledge about specific problems that the researcher intended to investigate. Thereafter, the Tswana employees understood the questions and could report without effort on emotion episodes at work that they experienced. Data collection was done through the Episode Grid, and two questions on emotion episodes were used for collecting emotion episodes in Setswana namely: the participants had to report their most intense emotion episode that they have experienced within their workplace in detail, for example, what happened? How did the episode begin? How did it evolve? How did it end? Secondly, the participants were asked to describe the three most important emotions or feelings that were experienced in the particular event. The described episodes were then categorised into different categories on intrinsic and extrinsic level experienced to the individual. Furthermore, the specific episodes were divided into two types of category levels namely extrinsic emotion episodes and intrinsic emotion episodes. The categories that were found on the extrinsic level concerning emotion episodes at work were acts of management, acts of colleagues, company procedure/company policy, acts of customers, work procedure, external environment and acts of subordinates. Concerning the intrinsic level about emotion episodes at work, the categories that were found included task problems/making mistakes, personal incidents, goal achievement, receiving recognition, physical incidents, discrimination, workload and lack of control. The emotions that were experienced on the extrinsic level comprised emotion terms such as anger, disappointment, anxiety, hurt, irritation, disgust, annoyance, fear, sadness, despair, worry, frustration, embarrassment, shame, hate, stress and anxiety. Regarding the emotions experienced on the intrinsic level, the emotion terms that were described included anger, disappointment, anxiety, hurt irritation, fear, sadness, despair, frustration, hate, pride, stress, compassion, guilt and happiness. Recommendations for the organisation and future research were made. / Thesis (M.Com. (Human Resource Management))--North-West University, Potchefstroom Campus, 2011.

Anxiety and socio-emotional functioning were examined in a single case study of a girl with autism. The objective was to determine the effect of visualization on the experience of anxiety during social interaction, and three target situations that triggers anxiety responses were therefore selected. The ATEC checklist, personal observations and adapted behavior during the specified target behaviors, measured reduced levels of anxiety. The results and conclusions indicate that visualization, as intervention, may be successful in promoting the social and emotional functioning of a child with autism by reducing the high levels of anxiety associated with social interaction. Additionally, increased levels in general functioning, as indicated by the ATEC checklist, and of functioning in different developmental areas were observed. / Dissertation (MEd (Educational Psychology))--University of Pretoria, 2007. / Educational Psychology / unrestricted

Thesis (Ph.D. (Liturgics))--North-West University, Potchefstroom Campus, 2005.

Chapter 1 emphasizes the central position that the worship service occupies in the life of the believer, but then the whole person of the believer. The atmosphere is therefore vital. This is researched in part 2 by an exegetical study of 1 Corinthians 1-14, as well as the rest of Scripture. The variations through history are also studied. The atmosphere in the worship service should be such that the worshipper meets God with the necessary awe and respect. The service must also create an atmosphere of love, warmth, friendliness, and joy. All present must be invited and made welcome by the service. The atmosphere must further encourage and create room for everybody to participate and use their specific gifts. It can therefore change from service to service and within a single service. Important instruments in the atmosphere are the liturgical space, symbols, rituals, physical movement, gestures, music, song and the senses. Part 3 studies the contribution of adjacent sciences, like the theory of communication, cognitive science, symbolism, music, architecture and multimedia. These sciences support the principles of part 2 and give important perspectives for the practical application thereof. The situation in practice is studied by empirical research. The atmosphere is clearly not sufficiently integrated in the worship service. Although some elements are present, they are purely coincidental. A specific aimed strategy is lacking. Part 4 tries to bridge the gap between the base theory (part 2) and the practice (part 3) by suggesting practical guidelines. Because every congregation is in a unique context, a model is given to realize the principles. The image of the 'house of God is used to summarize and explain the principles. The final conclusion is that atmosphere plays a vital role in the worship service. In practice very little is made hereof. If the Atmosphere in the worship service is adjusted to what it should (and can!) be, the worship service will come closer to the purpose for which it is there and will it become even more of a meeting of the total person with the totality of God and with the totality of the fellow believer and the world. / Thesis (Ph.D. (Liturgics))--North-West University, Potchefstroom Campus, 2005.

The theme in this study is: Communicative channeling of repressed anger in the Christian life: A pastoral study. The focus is on the pastoral guidance through communicative channeling of the person who struggles with the destructive effects of repressed anger, including hidden forms of expression and denial of anger. From the interpretive task which consists of perspectives on anger from adjacent sciences (Chap. 2) the basic function of anger, as a starting point, is shown as psychological survival. Due to the functioning of the brain, anger as an emotion is experienced in the subconscious. Anger must be named and identified in order to accept responsibility for behaviour. Only when responsibility regarding behaviour is accepted can anger be expressed within the will of God. From the empirical research (Chap. 3) information was obtained by means of a case study where a co-worker is involved. Relevant information regarding the family of origin was obtained and the processing thereof is outlined in a geneagram. Additional information relating to what can be regarded as her current family was acquired. The tremendous void left when basic needs are not met, was identified. The fact that the co-worker was able to express repressed anger without prejudice was continuously conducive to the therapeutic process. This resulted in a decrease in destructive discharges of anger. The normative task provides the opportunity for base theoretical research (Chap. 4) where it is clear that Scripture does not encourage one to be without anger as such. Anger provides the opportunity to promote ‘life’, which implies that the value of anger should be clearly realised, especially from the pastorate. On the other hand, Scripture clearly provides warnings that anger makes people vulnerable to sin. Consequently, clear guidelines regarding anger and around expression of anger is spelled out for man created in the image of God. From a pastoral approach to the emotion of anger (Chap. 5), it is clearly evident that without anger there really can be no moral concern, which would make the word a terrrible place. Love, which is regarded as the greatest commandment from the Christian context, requires empathy and forgiveness. Both empathy and forgiveness is however not a possibility in the presence of anger. With regard to the pragmatic task a number of practice theoretical guidelines was formulated regarding the emotion of anger (Chap. 6). From this it is clear that healing can only be done through God’s Word, which is His truth. The act of “listening to anger” can be regarded as the primary therapeutic principle in respect of anger. Man was created with the ability to think, which makes choices expected – choices that could lead to True Life. The most important question that may be asked to the counsellee is: “What do you choose, death or true life?” / PhD (Pastoral studies), North-West University, Potchefstroom Campus, 2013

The theme in this study is: Communicative channeling of repressed anger in the Christian life: A pastoral study. The focus is on the pastoral guidance through communicative channeling of the person who struggles with the destructive effects of repressed anger, including hidden forms of expression and denial of anger. From the interpretive task which consists of perspectives on anger from adjacent sciences (Chap. 2) the basic function of anger, as a starting point, is shown as psychological survival. Due to the functioning of the brain, anger as an emotion is experienced in the subconscious. Anger must be named and identified in order to accept responsibility for behaviour. Only when responsibility regarding behaviour is accepted can anger be expressed within the will of God. From the empirical research (Chap. 3) information was obtained by means of a case study where a co-worker is involved. Relevant information regarding the family of origin was obtained and the processing thereof is outlined in a geneagram. Additional information relating to what can be regarded as her current family was acquired. The tremendous void left when basic needs are not met, was identified. The fact that the co-worker was able to express repressed anger without prejudice was continuously conducive to the therapeutic process. This resulted in a decrease in destructive discharges of anger. The normative task provides the opportunity for base theoretical research (Chap. 4) where it is clear that Scripture does not encourage one to be without anger as such. Anger provides the opportunity to promote ‘life’, which implies that the value of anger should be clearly realised, especially from the pastorate. On the other hand, Scripture clearly provides warnings that anger makes people vulnerable to sin. Consequently, clear guidelines regarding anger and around expression of anger is spelled out for man created in the image of God. From a pastoral approach to the emotion of anger (Chap. 5), it is clearly evident that without anger there really can be no moral concern, which would make the word a terrrible place. Love, which is regarded as the greatest commandment from the Christian context, requires empathy and forgiveness. Both empathy and forgiveness is however not a possibility in the presence of anger. With regard to the pragmatic task a number of practice theoretical guidelines was formulated regarding the emotion of anger (Chap. 6). From this it is clear that healing can only be done through God’s Word, which is His truth. The act of “listening to anger” can be regarded as the primary therapeutic principle in respect of anger. Man was created with the ability to think, which makes choices expected – choices that could lead to True Life. The most important question that may be asked to the counsellee is: “What do you choose, death or true life?” / PhD (Pastoral studies), North-West University, Potchefstroom Campus, 2013

Chapter 1 emphasizes the central position that the worship service occupies in the life of the believer, but then the whole person of the believer. The atmosphere is therefore vital. This is researched in part 2 by an exegetical study of 1 Corinthians 1-14, as well as the rest of Scripture. The variations through history are also studied. The atmosphere in the worship service should be such that the worshipper meets God with the necessary awe and respect. The service must also create an atmosphere of love, warmth, friendliness, and joy. All present must be invited and made welcome by the service. The atmosphere must further encourage and create room for everybody to participate and use their specific gifts. It can therefore change from service to service and within a single service. Important instruments in the atmosphere are the liturgical space, symbols, rituals, physical movement, gestures, music, song and the senses. Part 3 studies the contribution of adjacent sciences, like the theory of communication, cognitive science, symbolism, music, architecture and multimedia. These sciences support the principles of part 2 and give important perspectives for the practical application thereof. The situation in practice is studied by empirical research. The atmosphere is clearly not sufficiently integrated in the worship service. Although some elements are present, they are purely coincidental. A specific aimed strategy is lacking. Part 4 tries to bridge the gap between the base theory (part 2) and the practice (part 3) by suggesting practical guidelines. Because every congregation is in a unique context, a model is given to realize the principles. The image of the 'house of God is used to summarize and explain the principles. The final conclusion is that atmosphere plays a vital role in the worship service. In practice very little is made hereof. If the Atmosphere in the worship service is adjusted to what it should (and can!) be, the worship service will come closer to the purpose for which it is there and will it become even more of a meeting of the total person with the totality of God and with the totality of the fellow believer and the world. / Thesis (Ph.D. (Liturgics))--North-West University, Potchefstroom Campus, 2005.

Emotions have become an important research topic in both the behavioural sciences and advertising. Nowadays, emotions are acknowledged as an important mediator of cognitive and behavioural consumer responses to advertising. Consequently, researchers in marketing and advertising have emphasised the need to consider emotions as a crucial factor in the advertising process. To test the viability of this assumption, an empirical research study was conducted at the Behavioural and Communication Research Division of the Bureau of Market Research (BMR). More specifically, the research study used a three–dimensional approach to measure generational differences in consumers’ emotional response to television advertisements. To capture immediate, positive and negative emotive responses towards a pre–selected test advertisement, the study used three research instruments, namely AdSAM, PrEmo (both non–verbal measurement instruments) and the List of Emotions (LoE) (verbal measurement instrument). Gauteng consumers (n = 102) who view television participated in the study, which revealed that ageing appears to be a significant antecedent in measuring emotive response to advertisements. In this regard, the study showed, among others, that Baby Boomers (older generation) were inclined to react to the advertisement in a different manner than younger generations (Millennials and Xers). For example, Baby Boomers found it easier to acknowledge higher levels of engagement with the test advertisement, as was noted in the high Arousal ratings. No significant differences were, however, evident between generations on the Pleasure dimension as all generations seem to have felt positively towards the test advertisement. Furthermore, although all generations felt positive emotive reactions when viewing the test advertisement, Millennials feel more Comfortable, whereas the Xers and Baby Boomers feel stronger Warmed emotions. Overall, older people tend to purposefully seek to experience positive emotions and avoid or limit negative emotions. In summary, both non–verbal and verbal measures reflected generational differences that seem to be more apparent when analysing negative emotions. The study also revealed that the AdSAM instrument appears to be advantageous when measuring emotions in television advertising due to its non–verbal properties. However, greater generational differences seem to be evident when emotions are measured with a verbal rather than non–verbal instrument. Against this background, certain recommendations for future research were made, amongst others, the need for further research on emotive reaction to television advertisements and the need for innovative research models that are customised for the diverse South African consumer market. / Thesis (M.A. (Research Psychology))--North-West University, Potchefstroom Campus, 2012.

Emotions have become an important research topic in both the behavioural sciences and advertising. Nowadays, emotions are acknowledged as an important mediator of cognitive and behavioural consumer responses to advertising. Consequently, researchers in marketing and advertising have emphasised the need to consider emotions as a crucial factor in the advertising process. To test the viability of this assumption, an empirical research study was conducted at the Behavioural and Communication Research Division of the Bureau of Market Research (BMR). More specifically, the research study used a three–dimensional approach to measure generational differences in consumers’ emotional response to television advertisements. To capture immediate, positive and negative emotive responses towards a pre–selected test advertisement, the study used three research instruments, namely AdSAM, PrEmo (both non–verbal measurement instruments) and the List of Emotions (LoE) (verbal measurement instrument). Gauteng consumers (n = 102) who view television participated in the study, which revealed that ageing appears to be a significant antecedent in measuring emotive response to advertisements. In this regard, the study showed, among others, that Baby Boomers (older generation) were inclined to react to the advertisement in a different manner than younger generations (Millennials and Xers). For example, Baby Boomers found it easier to acknowledge higher levels of engagement with the test advertisement, as was noted in the high Arousal ratings. No significant differences were, however, evident between generations on the Pleasure dimension as all generations seem to have felt positively towards the test advertisement. Furthermore, although all generations felt positive emotive reactions when viewing the test advertisement, Millennials feel more Comfortable, whereas the Xers and Baby Boomers feel stronger Warmed emotions. Overall, older people tend to purposefully seek to experience positive emotions and avoid or limit negative emotions. In summary, both non–verbal and verbal measures reflected generational differences that seem to be more apparent when analysing negative emotions. The study also revealed that the AdSAM instrument appears to be advantageous when measuring emotions in television advertising due to its non–verbal properties. However, greater generational differences seem to be evident when emotions are measured with a verbal rather than non–verbal instrument. Against this background, certain recommendations for future research were made, amongst others, the need for further research on emotive reaction to television advertisements and the need for innovative research models that are customised for the diverse South African consumer market. / Thesis (M.A. (Research Psychology))--North-West University, Potchefstroom Campus, 2012.