An emotion estimating method includes: acquiring first data and second data from the subject, the first data corresponding to physiology data, and the second data corresponding to one of physiology data different from the first data and non-physiology data； calculating a first value and a second value based on the acquired first data and second data, the first value indicating a degree of arousal of the subject and the second value indicating a degree of valence of the subject； estimating the emotion of the subject, by using the calculated first value and second value and based on a predetermined association of people's emotions with a degree of arousal and a degree of valence of the people, the predetermined association being pre-stored in a memory； and outputting information indicating the estimated emotion.
