Frontiers in Neuroscience (May 2023)
Automatic facial coding predicts self-report of emotion, advertisement and brand effects elicited by video commercials
Abstract
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.
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