Analysis of physiological and non-contact signals to evaluate the emotional component in consumer preferences

Abstract

Emotions are an essential drive in decision making and may influence consumer preference. In this study we assessed the influence of brands in product preference after tasting 2 soft-drinks (Coca Cola vs. Cola beverage), by using physiological measurements, namely the skin conductance, the respiratory rate and heart rate variability (HRV) extracted using contactless sensors. The experimental protocol enrolled twenty-five young subjects which were asked to taste 2 soft drinks in random order, without knowing the brand (blind condition) and then knowing the brand (not blind condition). After each phase the subject was asked to choose the preferred beverage. Our main hypothesis is that if the subject knows the brand there is an arousal effect, independently from the absolute appreciation of the product. In order to evaluate the emotional components, the skin conductance, respiratory and Video-Photoplethysmographic (PPG) signals were continuously recorded throughout the experiment. The Video-PPG was then processed to extract HRV parameters. We observed that the arousal levels changed among beverages and conditions, going from higher arousal for Coca-Cola in the blind condition, to higher arousal for Cola in the not blind condition. Moreover, 44% of the subjects changed their preference when the brand was uncovered: from blind to not blind conditions, 6 subjects went from Cola to Coca-Cola as preferred drink and 5 went from Coca-Cola to Cola. Opposite results were found for the two beverages when comparing the physiological response when the beverage was/was not preferred. Finally, differences were found also between consumers and not consumers of Coca-Cola and the blind/not blind comparison. We conclude that the brand is a fundamental element in a request for choice and it can affect the first emotional response of a subject.