In physiology, a relatively brief, coordinated response of the human nervous system in reaction to a stimulus of relevance. Emotions play a substantial role in the human decision-making process, and as such, play an important role in advertising and marketing. Emotional responses include different components, including the subjective experience on a conscious level (often referred to as a feeling, behavioral expressions (see “Facial Coding”), and neurological and physiological changes on a nonconscious level. Consumers’ emotions can be measured using a variety of conscious and nonconscious methodologies. (See also “Core/Basic Emotions”).