The practice and potential of heritage emotion research: an experimental mixed-methods approach to investigating affect and emotion in a historic house

ABSTRACT

Concerned with understanding emotion and visitor responses through both self-report and wearable physiological sensors, this paper examines the affective relationships enacted at a historic house within two distinct visitor routes. First, it looks at the growing interest in emotion and covers a compatible approach to physiology, emotion and affect drawing on the work of psychologists, neuroscientists and social psychologists. Subsequently, the paper offers an analysis and exploratory discussion of physiological and self-report survey data in determining the emotional and affective component of heritage visitation. This is presented within the context of research conducted in collaboration with the National Trust, UK. Through a discussion of the limitations of such a method, it offers a nuanced understanding of both emotional experience and the potential of technological tools.

KEYWORDS:

• Visitor studies
• emotion
• affect
• electrodermal activity
• physiological data
• National Trust

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Funding

This work was supported by the Economic and Social Research Council under Grant [1800639].

Notes on contributors

Jessica Hoare

Jessica Hoare is currently in receipt of an ESRC collaborative doctoral award. The partnership between Cardiff University and National Museums Wales explores potential methodologies, methods and tools for understanding affective experiences and using wearable technologies in the heritage and cultural sectors.

Previously, Jess ran the Digital Innovation Fund for Wales on behalf of the UK’s National Endowment for Arts, Science and Technology (NESTA) and sat on the Digital Innovation Board of the UK’s Office for National Statistics. She has worked at the intersection of public arts and technology since 2012 and has collaborated with leading public institutions across the UK, including Tate, Watershed, Arts Council England, Arts Council Wales, National Theatre Wales, Shakespeare’s Globe, the Guardian, and the British Council. She currently teaches research methods and social theory within the School of Social Sciences at Cardiff University.