COM

Abstract

TILCOM was established to measure consumer emotion directly and specifically and to follow its effect on consumer behavior over time. Consumers are asked to what degree they experience fifteen emotions (among them, fear, optimism, anger and pride) if they imagine what their household’s financial situation will look like over the coming twelve months. This was the basis for compiling the so-called Ecomotion-index (see Figure). Questions are also asked about intended purchases, consumer behavior, financial behavior and current topics. The study has a complementary value for research that measures emotions indirectly, such as research into consumer expectations and consumer confidence. By measuring emotions directly, the specific role of emotions can be examined during purchasing and decision-making behavior.