- Predicting advertising effectiveness by facial expressions in response to amusing persuasive stimuli
- Journal of Neuroscience, Psychology, and Economics
- Volume | Issue number
- 7 | 1
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
We present a psychophysiological study of facial expressions of happiness (FEH) produced by advertisements using the FaceReader system (Noldus, 2013) for automatic analysis of facial expressions of basic emotions (FEBE; Ekman, 1972). FaceReader scores were associated with self-reports of the advertisement’s effectiveness. Building on work describing the role of emotions in marketing research, we examined the relationship between the patterns of the FEBE and the perceived amusement of the advertisements, attitude toward the advertisement (AAD) and attitude toward the brand (AB). Differences were observed between FEH scores in response to high-, medium-, and low-amusing video advertisements (AVAs). Positive correlations were found between FEH and AAD and FEH and AB in high- and medium- but not in low-AVAs. As hypothesized, other basic emotions (sadness, anger, surprise, fear, and disgust) did not predict advertisement amusement or advertisements’ effectiveness. FaceReader enabled a detailed analysis of more than 120,000 frames of video-recordings contributing to an identification of global patterns of facial reactions to amusing persuasive stimuli. For amusing commercials, context-specific FEH features were found to be the major indicators of advertisement effectiveness. The study used video-recordings of participants in their natural environments obtained through a crowd-sourcing platform. The naturalistic design of the study strengthened its ecological validity and demonstrated the robustness of the software algorithms even under austere conditions. Our findings provide first evidence for the applicability of FaceReader methodology in the basic consumer science research.
- go to publisher's site
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.