| Autor: |
T. Tim A. Höfling, Georg W. Alpers |
| Jazyk: |
angličtina |
| Rok vydání: |
2023 |
| Předmět: |
|
| Zdroj: |
Frontiers in Neuroscience, Vol 17 (2023) |
| Druh dokumentu: |
article |
| ISSN: |
1662-453X |
| DOI: |
10.3389/fnins.2023.1125983 |
| Popis: |
IntroductionConsumers’ emotional responses are the prime target for marketing commercials. Facial expressions provide information about a person’s emotional state and technological advances have enabled machines to automatically decode them.MethodWith automatic facial coding we investigated the relationships between facial movements (i.e., action unit activity) and self-report of commercials advertisement emotion, advertisement and brand effects. Therefore, we recorded and analyzed the facial responses of 219 participants while they watched a broad array of video commercials.ResultsFacial expressions significantly predicted self-report of emotion as well as advertisement and brand effects. Interestingly, facial expressions had incremental value beyond self-report of emotion in the prediction of advertisement and brand effects. Hence, automatic facial coding appears to be useful as a non-verbal quantification of advertisement effects beyond self-report.DiscussionThis is the first study to measure a broad spectrum of automatically scored facial responses to video commercials. Automatic facial coding is a promising non-invasive and non-verbal method to measure emotional responses in marketing. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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