Emotions are undoubtedly essential in marketing designed to build a strong relationship to the customers. Emotions cannot be effectively managed if they cannot be measured. Therefore, a valid measurement of emotions is of extreme importance for marketing management. Most market research instruments have been developed either in Europe or in the US and may not be reliable when simply re-applied in a different culture like China. In this presentation, the audience will learn how emotions differ between the West and China and how measurements developed in a western cultural environment can be successfully adapted to the Chinese culture. The presentation will answer questions like: Should different sets of emotions be used in China? And: Would a Chinese picture set work better than the international picture set, and how much better?