1. bookVolume 6 (2014): Issue 1 (May 2014)
    Emotions in Marketing
Journal Details
License
Format
Journal
eISSN
2628-166X
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English
access type Open Access

Writ Large on Your Face: Observing Emotions Using Automatic Facial Analysis

Published Online: 10 Jul 2014
Volume & Issue: Volume 6 (2014) - Issue 1 (May 2014) - Emotions in Marketing
Page range: 52 - 58
Journal Details
License
Format
Journal
eISSN
2628-166X
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English
Abstract

Emotions affect all of our daily decisions and, of course, they also influence our evaluations of brands, products and advertisements. But what exactly do consumers feel when they watch a TV commercial, visit a website or when they interact with a brand in different ways? Measuring such emotions is not an easy task. In the past, the effectiveness of marketing material was evaluated mostly by subsequent surveys. Now, with the emergence of neuroscientific approaches like EEG, the measurement of real-time reactions is possible, for instance, when watching a commercial. However, most neuroscientific procedures are fairly invasive and irritating. For an EEG, for instance, numerous electrodes need to be placed on the participant's scalp. Furthermore, data analysis is highly complex. Scientific expertise is necessary for interpretation, so the procedure remains a black box to most practitioners and the results are still rather controversial. By contrast, automatic facial analysis provides similar information without having to wire study participants. In addition, the results of such analyses are intuitive and easy to interpret even for laypeople. These convincing advantages led GfK Company to decide on facial analysis and to develop a tool suitable for measuring emotional responses to marketing stimuli, making it easily applicable in marketing research practice.

Keywords

Ekman, P. and Friesen, W. (1978): Facial Action Coding System: A Technique for the Measurement of Facial Movement. Palo Alto: Consulting Psychologists Press.10.1037/t27734-000 Search in Google Scholar

Scherer, K. (2005): “What Are Emotions? And How Can They Be Measured?” Social Science Information, Vol. 44, No. 4, pp. 695 - 729. Search in Google Scholar

Garbas, J.-U.; Ruf, T.; Unfried, M. and Dieckmann, A. (2013): Towards Robust Real-time Valence Recognition from Facial Expressions for Market Research Applications. Proceedings of the 5th International Conference on Affective Computing and Intelligent Interaction, pp. 570 - 575.10.1109/ACII.2013.100 Search in Google Scholar

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