1. How to apply
neuromarketing?
Leon Zurawicki
Profesor del Departamento de Gestión y
Marketing de la Universidad de Massachusetts-
Boston. Experto en comportamiento
del consumidor
Docente encargado:
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http://www.springer.com/business+%26+management/marketing/book/978-3-540-77828-8
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What is neuromarketing? What does it mean?
New science which represents a mixed bag of the most advanced high-tech
methodologies but also using Long-established techniques (such as EEG) and bio-
feedback recording physiological functions (some purists exclude it from
neuromarketing).
Hence, a diverse field and like the “traditional” can be applied in the observational and
experimental (behavior) format.
Often juxtaposed to the survey method so popular in the classical consumer research.
The quality of neuro lies in that the responses obtained are not biased as might be the
case of verbally expressed judgments (principle of the “lie detector”—remember
objections to its validity). They might be also more accurate as well. (temperature
analogy).
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What is neuromarketing?
Blend of techniques documenting neuronal reactions in the brain/rest of the body to
assure deeper insight relative to traditional research methods.
Numerous studies on brand significance, perception, preference, cognitive processing,
persuasion .
Examples: research on the effectiveness of advertising, product attributes and
positioning, consumer satisfaction.
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Neuromarketing in a broader context
Neuroscience adds to the understanding of:
• What makes us human
• How we are conditioned to be who we are
It is not a philosophical consideration, everything we do in life represents a form
of consumption. Better understanding of the human condition leads to a better grasp
of the consumer behavior.
Marketing is not the only discipline benefitting as we learn why we are competitive,
power thirsty, wish to win, altruistic, moral, lazy etc.
These forays are useful in education, management and political science.
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In order to advance, marketers and neuroscientists need
to communicate better with each other.
Typically, they do not know well enough about their
respective disciplines.
That impacts 2 aspects:
• Legitimacy of research questions/hypotheses
• Suitability of the methodology/technology used
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Today, approximately 200 (and more to come) companies worldwide conduct neuromarketing
research for the clients.
Most are using EEG, biometric devices and eye-tracking.
Advances in medicine and other fields produce better technologies to be applied also in
social and behavioral sciences (for example, the voters’ behavior).
Two-dimensional progress :
1/ greater accuracy,
2/ portability (i.e. escape from the lab)
Neuromarketing helps better understand the nuances of cognitive processing (fluency, effort,
credibility)
AND
Neuromarketing promises to measure the unconscious processing. People do not always
interpret their emotions accurately and may not even be aware of them (no feelings).
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NEUROMARKETING PRODUCES NEW KNOWLEDGE IN 2
WAYS
• Shows how the stimuli affect nervous system in a pattern typical
for all consumers
• Shows the individual and group differences suggesting new
clustering formats
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NEURO—not for marketers alone
Neuropolitics
Neuroaesthetic
Neurolinguistics
Neuropedagogy
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What do we call “traditional” research methods?
Today’s marketing research technology uses:
• video cameras
• ability to collect data on shopping patterns,
• web browsing
• texting
• word mining
• tracking smart phone usage
and produces a lot of big observational data which if used intelligently offers a lot of valuable info
suitable for prospecting, profiling, persuasion and customization.
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Jointly or separately?
The answer is a function of the research questions
If the question is clear-cut and relatively simple, even small-scale neuro might be
sufficient (at the risk of defying the laws of statistics)
If it is more complex, then one method should complement the other:
neuro would tell you that a positive/negative reaction is happening but the researcher is
not sure what this is and in response to specifically what—more background information
should be collected through traditional questioning
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What if both methodologies produce similar results (Millward Brown
case of cleaning product TV ad)? Greater assurance but is it worth
additional money and for which part of the study?
Is the cost a primary determinant? Not only, there are many
technicalities which favor neuro over traditional and vice versa.
There are many practicalities as well. Example of the fast changing
environment and strong involvement (watching a movie, playing a
computer game) would favor neuro
Jointly or separately?
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Traditional is not in opposition to the other. They are complementary.
Neuro is not going to substitute the traditional.
All the issues of importance in the research plan need to be
scrutinized as to which approach may offer the relevant answer.
Often before starting a study/experiment the researchers have to learn
more to figure out how to structure the project= what are the issues
here. This typically will have to be done via traditional approach (e.g.
focus group).
Finally, to verify outcome/recommendation traditional methods of data
collection need to be used (buying intentions, recommendations, sales
data etc.)
Jointly or separately?
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In sum:
Neuromarketing techniques need not be used to
address same problems the surveys do. Best
suited to examine the “hidden” issues. Also,
applicable to study certain audiences: small
children (toys, watching TV shows).
Surveys should be avoided when the quality of
responses appears doubtful.
18. ARE SPECIFIC NEURO METHODOLOGIES
SUITABLE FOR SPECIFIC PROBLEMS: WHY
YES/NO?
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YES but—the answer applies to traditional marketing
research as well.
Neuroscientific methods can be exceedingly complex
TOPOGRAPHY OF THE BRAIN FUNCTIONS
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Construct/Process Sample Brain Areas Key References
Ambiguity Insular cortex, Parietal cortex Krain et al. 2006
Anger Lateral Orbitofrontal cortex Murphy et al. 2003
Anxiety Amygdala–prefrontal circuitry, Inferior Frontal gyrus (Brodman Area
45), Ventromedial Prefrontal cortex
Bishop 2007,
Mujica-Parodi 2007, Wager 2006
Attention Right Frontal and Parietal cortices and Thalamus Coull et al. 1998
Automaticity Frontal and Striatal cortex, Parietal lobe (Deactivation) Kubler et al. 2006 , Poldrack et al. 2005
Calculation Anterior Cingulate cortex, Prefrontal cortex limbic system (mainly
anterior cingulate cortex and amygdala)
Ernst & Paulus 2005, McClure et al. 2004b
Cognitive Effort Dorsolateral prefrontal cortex, Parietal cortex Owen et el. 2005, Linden et al. 2003
Competition Inferior parietal cortex, Medial Prefrontal cortex Decety et al. 2004
Consciousness Parietal and Dorsal Prefrontal cortex, Striate cortex, Extrastriate cortex Rees et al. 2002
Cooperation Orbitofrontal cortex Rilling et al. 2002
Disgust Insular cortex Britton et al. 2006, Lane et al. 1997, Murphy et al. 2003, Phan et al. 2002
Displeasure Amygdala, Hippocampus, Insular cortex, Superior Temporal gyrus Britton et al. 2006, Casacchia 2009
Distrust Amygdala, Insular cortex Winston et al. 2002, Dimoka 2010
Emotion in Moral Judgment Medial Prefrontal cortex, Posterior Cingulate, and angular gyrus Greene et al. (2001)
Emotional Processing Anterior Cingulate cortex, Medial Prefrontal cortex (Emotional
Information- dorsal frontomedial cortex)
Damasio 1996, Ferstl et al. 2005, Phan et al. 2002
Envy Anterior Cingulate cortex Takahashi et al. 2009
Fear Amygdala LeDoux 2003, Murphy et al. 2003, Phan et al. 2002
Frustration Right Anterior Insula, Right Ventral Prefrontal cortex Abler et al. 2005 From: Dimokia 2012
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Habit Basal Ganglia, Medial Prefrontal cortex, Medial Temporal lobe Graybiel 2008,
Salat et al. 2006
Happiness Basal Ganglia (Ventral Striatum and Putamen) Murphy et al. 2003, Phan et al. 2002
Hate Medial Frontal gyrus, Right Putamen, Bilaterally in Premotor cortex, Frontal Pole
and bilateral Medial Insula, Right Insula, Right Premotor cortex , Right Fronto-
Medial gyrus
Zeki and Romaya 2008
Information Processing Anterior Frontal cortex, Lateral Prefrontal cortex, Medial Orbitofrontal cortex
Hippocampus, Amygdala (Emotional Information- Dorsal Frontomedial cortex)
Dimoka et al. 2008,
Elliot et al. 1997,
Ferstl et al. 2005
Intentions Ventrolateral Prefrontal cortex, Brodmann Area 47 Dove et al. 2008, Okuda et al. 1998
Jealousy Left Prefrontal cortex Harmon-Jones and Peterson 2009
Language function Broca’s area McDermott et al. (2003)
Loss Insular cortex Paulus and Frank 2003
Love (maternal) Ventral part of Anterior Cingulate cortex Bartels and Zeki 2004
Love (overlap of maternal and romantic) Striatum (Putamen, Globus Pallidus, Caudate Nucleus), Middle Insula and Dorsal
Anterior Cingulate cortex
Bartels and Zeki 2004
Love (romantic) Dentate gyrus/Hippocampus, Hypothalamus, Ventral Tegmental area Bartels and Zeki 2004
Moral Judgments Frontopolar cortex (Brodmann Area 10), Posterior Superior Temporal Sulcus Borg et al. 2006,
Moll et al. 2005
Moral Sensitivity Amygdala, Thalamus, Upper Midbrain, Medial Orbitofrontal cortex, Medial
Prefrontal cortex, Superior Temporal Sulcus
Moll et al. 2002
Motor Intentions Premotor and Parietal cortex Desmurget et al. 2009, Lau et al. 2007
24. Multi-Tasking Fronto-polar cortex (Brodman Area 10) Dreher et al. 2008
Optimism Rostral Anterior Cingulate cortex, Amygdala Sharot et al. 2007
Person Recognition Left Hippocampus, Left Middle Temporal gyrus, Left Insula, and Bilateral
Cerebellum
Paller et al. 2003
Pleasure/Enjoyment Anterior Cingulate cortex, Putamen, Medial Prefrontal cortex ,Nucleus Accumbens Klasen 2008, Sabatinelli 2008, McLean
2009
Priming Parietal cortex, Middle Temporal cortex, Posterior Superior cortex Naccache and Dehaene (2001), Wible et
al. 2006
Rewards and Utility Anterior Cingulate cortex, Caudate Nucleus, Nucleus Accumbens, Putamen Bush et al. 2002,
McClure et al. 2004c, Delgado et al. 2005
Risk Nucleus Accumbens Knutson et al. 2001
Sadness Subcallosal Cingulate cortex Murphy et al. 2003,
Phan et al. 2002
Self-reflection Medial Prefrontal cortex, Posterior Cingulate Johnson et al. 2002
Self-regulation of emotion Amygdala, Dorsolateral Prefrontal cortex, Hypothalamus Beauregard et al. 2001
Social Cognition Amygdala, Cingulate cortex, Temporal lobe, Orbitofrontal cortex, Right Somatosensory
cortex, Ventromedial Frontal cortex
Adolphs 1999, 2001
Social Cooperation Amygdala, Orbitofrontal cortex, Dorsolateral Prefrontal cortex Rilling et al. 2007
Spatial Cognition Hippocampus, Medial Temporal Lobe Moser et al. 2008,
Shrager et al. 2008
Sympathy Anterior Superior Frontal gyrus, Inferior Frontal gyrus, Temporal pole, Amygdala, Left
Central Sulcus, Right Dorsal Premotor cortex, Dorsomedial prefrontal cortex, pre-SMA,
and Inferior Parietal lobule
Decety et al. 2002
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How much knowledge do you need to master all this?
Do you check on computer which ROI to monitor?
The differences between available techniques pertain to how the data is
obtained, not so much how it is analyzed later.
One distinction pertains to the theoretical v. applied research. fMRI (less
frequently PET) used to be in the first category because of the complexity of
data acquired
What is a “fishing expedition” in research terms?
It is still too early to decide what works best under what circumstances as we
still uncover new twists (technologies are advancing) and creative
modifications of the experiments.
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Technological progress allows to overcome the constraints and add
versatility to various methods
fMRI getting faster,
EEG caps less cumbersome
biometric devices smaller,
all the tools become more accurate
wi-fi connectivity allows distance monitoring
cloud processing helps with big data generated
We have to understand the foundations of the methodology otherwise we will get lost. It is difficult as the human
brain is the most complicated system known to mankind. Machine learning (training computer in recognizing
specific patterns) helps to automate observations.
Some methods offer more qualitative results (facial recognition, fMRI to an extent), others allow some
quantification.
Clients want to know how the results were obtained and be convinced of the basis for recommendations given by
consultants.
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Note on fMRI
Depending on the format, in fMRI study 500–1,500 functional images are collected, each subdivided into
small cubes called voxels (volumetric or 3D pixels). Voxels’ dimensions are typically 3D 2–5mm--25,000–
50,000 voxels cover the whole brain.
We need evidence of activation not in just one voxel but in a cluster of at least 5 to avoid inadequately
supported conclusions
Images (slices) of a single brain volume are obtained sequentially-adjustment is required. Imposes
limitations on what is doable and what not when using the scanner.
Not a very comfortable condition: up to 1hr. inside the fMRI scanner, and some head movement is likely to
occur, resulting in spatial shifts (“artefacts”) in terms of which areas specific voxels correspond with.
Individual brains differ in size and shape, comparing brain activations across subjects requires the use of a
template (average) brain, hence possible differences in functional anatomy--the location of brain
functionality.
fMRI good for detecting “higher level” and more abstract phenomena, for example differences between
subjects who are by definition different (men v. women, young v. old, users v. non-users
Other techniques (EEG, bio) offer greater ease of interpretation—also because they have been used
longer and more extensively
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Identifying Emotions on the Basis of Neural Activation. Kassam
KS et al.,2013.
We also learn how more
complex things are and that our
brains are somewhat different
32. PURPOSE:
Track shoppers’ store navigation patterns
Measure the degree to which shoppers notice and emotionally respond to display types
Identify display types and locations that generate the most impressions
Categorize display types/qualities that drive positive and/or negative responses
Study search patterns and navigational strategies shoppers use to find and select
products
Example: …….. Research, Inc. methodology
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Why is rationality so important? Because the marketers seek some logical explanations people’s behavior,
learning the causes and quantifying th effect(s) leads to more accurate models and improved marketing
program. So if things cannot always detected that way we feel like left helpless.
WHAT APPEARS IRRATIONAL AT FIRST CAN PROVE RATIONAL IN THE END IF WE KNOW WHAT TO
CONSIDER
Examples:
Your absent minded professor
Dealing with an unknown risk (why losses hurt more than gains)
Unpredictable future (what is your plan for 10 yrs. ahead?, is it rational to get married?)
Inertia-cost of change, dealing with thresholds and small differences
Is the monetary reward ($$$) the ultimate criterion for our rationality and HAPPINESS? (Philantropy)
Various facets of the same proposition
Short v. long term rationality
Are poor more rational than rich?
In sum: life is a very complex gamble with a lot of unknown risks
35. RATIONALITY and its limitations
Is politeness rational?
Petty rationality (flushing toilets every time). Washing windows every week? Lights
outside?
Fight a minor case in court instead of paying?
Spending $1000 on a game ticket? What about trade-offs? What is rational if we do not
know enough?
35
36. HABITUATION=weakened response to repeated
stimulus
Increase the stimulus?
Increase the frequency of the stimulus?
Change the stimulus?
After a year, does a new car feels equally
exciting?
What about kids’ toys (2 weeks)?
Role of curiosity and boredom (no
challenge).
WANING PLEASURES
36
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Rationality starts with the perception stage and paying attention/exploring.
Where is the optimum: speed versus the accuracy in perceptual decision—do we have control
over?
So much depends on the quality of info: what is the benefit of rationality if based on inaccurate
info?
Perceiving reality through our senses is like working with the instruments (they are not perfect).
Can we be sure about our interpretation of the stimuli?
Logic plus memory = what helps determine the rational side of appeal.
People do not get perfect information, however and its processing can be flawed due to external
and internal factors (e.g. time pressure). Shortcuts/heuristics. Two types of consequences for
marketers:
• Consumers might misunderstand the marketers’ communications
• Consumers might be fooled by messages
How to enhance search for info (=exploration) a challenge to marketers who believe their
success is based upon customers’ thorough examination of their offer.
A paradox: increased release of dopamine stimulates research in case of uncertainty. So making
consumers happy serves not just developing a positive attitude but making them more curious as
well.
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“Fewer than 10 percent of all adenomas become cancerous. But more
than 95 percent of colorectal cancers develop from adenomas, and
doctors now think some other types of benign polyps also may become
cancerous”.
When retrieving a quote from memory, evaluating a
testimony’s truthfulness, or deciding which products
to buy, people experience immediate feelings of ease
or difficulty, of fluency or disfluency.
Cognitive load
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Does rationality have to do with math? (exclusively?) If so what kind? How
to approach the mental accounting?
42. Cost of data processing in the brain
What marketers do not consider well enough is that consumers have to make many different decisions at any given time.
hence
Competition for tasks
More/less important decisions
Do we need shortcuts?
What worked for me in the past? (memory)
Be less demanding (“good enough—it is only a vacation”)
Seeking simplicity (“bare necessities”)
Do not rush (“sleep on it”—your brain will do the work)
If it is good for the neighbor/friend etc., it is good for me (theory of mind)?
All the consumers can’t be wrong (popularity, herd instinct, safety,
reviews) 42
44. With only 3 left in stock!
(73 Customer Reviews)
Offer expires in:
Hr. Min. Sec.
Social Proof-Heuristic: buy what
others buy/recommend.
Authority-Proof-Heuristic: buy what
experts recommend.
Scarcity-Proof-Heuristic: buy what
is offered for “limited time only”.
Already 86 sold!
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Rationality should not be interpreted in opposition to emotionality and they both
form the basis of INTUITION
False impression as if humans were predominantly governed by uncontrollable
emotions
EMOTIONS ALSO SERVE AS HELPFUL (EFFICIENT?) SHORTCUTS AND CAN
TEACH CONSUMERS A LOT (e.g. “regret”)
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Keep it simple
The problem—determination does not differ from the procedures in any traditional research except that we look for
suitability/appropriateness of neuro-observations of more subconscious, emotional, and on occasion more credible
responses.
What can be observed/determined and what cannot with neuro? Will see an illustration later in the pricing study
case.
The relevant question/hypothesis based either on curiosity or previous knowledge: is it true/false that….
Then the question how to test/mimic the circumstances of use and the experience with a particular product or
service.
At home, store, on the web
Trade-off: in a laboratory we have more sophisticated equipment (not always portable) and technicians but
conditions are not natural (unless people play computer games or watch videos).
Decision has to be made regarding the stimuli and context :
• single stimuli or clutter
• subjects monitored in isolation or together (influence, joint decisions)
One-time or repeat trials
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From reactive to proactive approach
Can the consultancy develop scenarios addressing a
problem it considers important and unanswered and
then prospect the businesses who potentially
experience a similar problem?
Sure, I do it all the time. It is actually a necessary strategy
for the young industry. The advantage is that from the
outset you prepare a program which you know you can
implement. It might have to be modified to the needs of
the actual client.
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As mentioned earlier, we need to figure out not only what specific questions are to be answered but
have to determine what is DOABLE.
If a repeat design is used to check for consistency/change of response, the same subjects have to be
used. Could be a problem, subjects no longer available, not interested in participation.
Consider fatigue: 1 hr. in a scanner is a lot to endure for anybody.
What does the company need to know?
Which scales/variables lead to an answer?
Which of them can be obtained in a traditional, which in the neuro way (which in both ways)?
Which are more appropriately acquired through the neuroscientific apparatus and why?
How are we going to provide a contrast between the observation/experiment and a benchmark? (Just
copy the original format or revise—we might have learnt something from the first one)
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From a scenario to protocol
Location
Population
Procedures
Measurement tools
Methods of analysis
Outcomes
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Car Research Scenario
Suppose you wish to learn how people experience a new car model (comfort, handling), what scenario
do you suggest? Can one record driver’s reactions while piloting the vehicle on a circuit/road? What
should be watched? Could you create emergency situations so that you record reactions in real time to
specific challenges and (dis)satisfaction with the car’s responsiveness and handling? Could you
measure how strongly one holds the steering, presses pedals and what happens simultaneously in the
brain (EEG) and reflects in biometric functions? Can you compare on the same circuit how
maneuvering the new model differs from piloting the old one for the group of the (old model) owners
and for drivers used to different makes?
Is it suitable to measure the stress level (hormone cortisol in saliva) before and after? What will it
document?
From my neuromarketing perspective it is not so much about how you do it but what relevant aspects
you study
A recent rewarded study looked at aspects of design of competing cars and came up with observations
and recommendation based on ET, EEG and GSR when subjects watched a videos and interacted with
the interior. Is that so crucial?
Client is the boss!
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FUTURE of POSTAL SERVICES
Problem: is direct mail in continuous decline due to omnipresence of electronic media (and else)?
In an earlier study in the UK a renowned company--Millward Brown--programmed an experiment in the
computer lab—this ignored the tangibility of direct mail and limited impact to just visual incomplete (gloss
disappearance stimulation. Even then, difference noticed.
Design of the new study: focus on actually receiving new mail of specific interest.
Recreating realistic conditions of actually receiving mail in the box.
Allowing for full sensory experience with tangible mail.
Which type of mail will be opened first?
How much time will be spent examining the same messages sent both ways?
then only the final question:
What is difference in emotional reactions, do people (all, which ones) like direct mail better?
57. Zurawicki Lima 10-10-2014
“How can we get our customers to buy more?” needs to
be re-phrased and made operational (too many factors
intervening).
Do not ask questions you feel you cannot answer!
You can ask: “Will you buy…A,B, C?” Answer NO,
probably more credible than YES. You ask about the
PROBABILITY and extract a NUMBER (e.g. 0.75). But
people are not so good with estimating such values and if
you ask: “How confident are you about your probabilities
?” –you can make things eve more difficult.
You can try to measure confidence with neuro devices or
even latency or use a proxy, e.g. degree of demonstrated
interest (brain asymmetry while watching).
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So one could develop questions amenable to
neuromarketing which in addition to the questionnaire will
focus on specific scales:
Do they trust us (how much)?
Do they like us (relative to competition)
Do they approve of our prices
Do they enjoy visiting our stores (Apple, Nike etc.)
Is our message clear and understandable? (cognitive
effort, for example humor typically require more
processing time)
Are they curious/interested in our offerings and
communications? (approach/avoidance mechanism)
Some of the above can be typically answered “yes” or
“no”, others san be measured using appropriate scales to
offer a better insight into problems of interest.
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Methodologies offering simple outcomes are well designed to answer simple questions. If one
can a priori assume the type of reaction to expect (a pic of a baby or puppy, picturesque
sunset) then the study might just focus on the INTENSITY of response. Translates into a
faster and less costly analysis.
Different with ambiguous questions
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It is often very important for the clients to figure out which alternative is better/best out of a
multitude of options. A, B, C…. –it could pertain to:
product design
packaging
logo
slogan
commercial
endorser
web site
store environment
and many more (can you think of other aspects?)
A very useful approach to uncover hidden elements is when consumers cannot TELL
(verbally) the difference in the attractiveness of two or more offers. In such a case, neuro
can reveal the unconscious preference which in reality would be tilting the scale.
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Green logo according to Walmart (Sands Research).
Highest, Most Intense Engagement Level with Logo Concept
Sam’s Club selected to use this logo design for their very
successful "Simple Steps for Saving Green" campaign
which easily identifies environmentally friendly products
throughout their stores.
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How to improve if not happy with the results:
change characters
change order of scenes (if story allows)
change product shots
choose the best frame for a billboard
70. Fascinating understudied topic
Beyond theoretical aspect, a practical consideration: what
to expect (and hypothesize) as the reaction/outcome?
Positive emotions breed a lot of positive attitudes, why
then negative communications? Besides creating contrast
the emotional rollercoaster is not proving too helpful
unless for certain industries and when the objective is to
change bad habits (fear, disgust).
73. Zurawicki Lima 10-10-2014
Recent study showed that ad-evoked positive emotions generate a favorable attitude
towards the ad and the brand.
Occasionally, marketers do allude to negative states. Intention is not to leave the viewer
with hurtful emotions. Like in most movies and unlike in most operas, the drama of
signaling to consumers is not only to end on a positive note but also to instill an optimistic
mood. Except for the brief moments to make the threatening, displeasing and annoying
aspect of the message clear (and maybe as applied specifically to such sectors as health
care or insurance), the strategy would prove risky.
Could prove risky
74. Zurawicki Lima 10-10-2014
Logically, negative feelings in the consumers better be avoided.
There is no convincing evidence that negative appeals in advertising are effective
Ads provoking fear, guilt or anger are by definition aversive, and can prompt consumers to ignore
the ad or dislike the product if not contrasted with some overruling antidote
Tension
Response to fear follows an inverted U-shaped curve.
Mild fear signals produce tension in consumers,
the moderate level facilitates persuasion, beyond the
optimal point, strong fear appeals lead to anxiety, negative
attitudes and adoption of defense mechanisms.
Persuasion range
Intensity of fearful message
75. PROS AND CONS OF READING FACE
(RECORDING FACIAL EXPRESSIONS)
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Is facial recognition of emotions a part of neuromarketing?
Expressions on our face, like reactions in our whole body,
controlled by the command center—our brain. In that
sense, grimaces are an extension of the mental
processes.
Regardless of how we label it, this is a very useful
technique to study consumer attitudes and behavior--
unobtrusive, fast and relatively inexpensive
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find this methodology intuitively convincing because, to
an extent, an average person can interpret the facial
expressions.
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Facial reflections of emotions are quite universal
(unlike voice and body language) and may be
recognized from different angles
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LIMITATIONS
Narrow menu of the available relevant emotions to study
Need for adaptation to lower emotionality of the context of stimuli (in
advertising)
Probabilistic nature of the results
Overlooking blended emotions
The wider a smile, the happier the person is T/F?
81. Zurawicki Lima 10-10-2014
The menu of emotions is not necessarily best adapted
to the needs of consumer studies. We hardly
experience ultimately powerful emotions in the context
of buying (unless ultimate decisions: buying a home),
more likely in the context of using products/services
(aggravating misperformance, admiring beauty).
NEUTRAL variable can often dominate
Can we read TRUST/DISTRUST on a face?
Can we read DESIRE?
ACCEPTANCE? REJECTION?
How can machine learning help? It is all about pattern
seeking and expert system.
