The present chapter outlines how selected psychophysiological methods can help to study affective processing in brand co-creation. As a basis for further methodological suggestions, emotions and affective processing are discussed from an evolutionary perspective. Moreover, the chapter provides an overview of which methods in contemporary consumer neuroscience may contribute to a better understanding and measurement of affective processing. Two empirical examples are presented to showcase how to apply selected psychophysiological methods to study attitudes towards brands. This provides fundamental knowledge, which can be translated into further research on attitudes in brand co-creation.
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