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Emotions and Feelings

Emotions and Feelings

Copyright: © 2018 |Pages: 26
ISBN13: 9781522548348|ISBN10: 1522548343|EISBN13: 9781522548355
DOI: 10.4018/978-1-5225-4834-8.ch007
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MLA

Joana Coutinho de Sousa. "Emotions and Feelings." Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities, IGI Global, 2018, pp.101-126. https://doi.org/10.4018/978-1-5225-4834-8.ch007

APA

J. de Sousa (2018). Emotions and Feelings. IGI Global. https://doi.org/10.4018/978-1-5225-4834-8.ch007

Chicago

Joana Coutinho de Sousa. "Emotions and Feelings." In Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-4834-8.ch007

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Abstract

The neural basis of emotion is a complex subject, as it is difficult to study emotions using the techniques normally employed for the study of sensory and motor systems. If you are studying a sensory system, simply present a stimulus and look for the neurons that respond to it. You can manipulate the stimulus to determine the attributes (orientation, frequency of sound, etc.) that best evoke a response. But how can this technique be used to study emotions? It is not straightforward and straightforward to study emotions in animals that cannot tell us their subjective sensations. What we observe are the behavioral manifestations of inner emotions. Therefore, we must carefully distinguish the emotional experience from the emotional expression. What we know about the mechanisms of emotion in the brain comes from a synthesis of animal studies on the expression of emotions and clinical cases that give us glimpses of human feelings.

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