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Ceccacci S, Generosi A, Giraldi L, Mengoni M. Emotional Valence from Facial Expression as an Experience Audit Tool: An Empirical Study in the Context of Opera Performance. SENSORS (BASEL, SWITZERLAND) 2023; 23:s23052688. [PMID: 36904892 PMCID: PMC10007453 DOI: 10.3390/s23052688] [Citation(s) in RCA: 1] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Subscribe] [Scholar Register] [Received: 02/07/2023] [Revised: 02/21/2023] [Accepted: 02/26/2023] [Indexed: 05/31/2023]
Abstract
This paper aims to explore the potential offered by emotion recognition systems to provide a feasible response to the growing need for audience understanding and development in the field of arts organizations. Through an empirical study, it was investigated whether the emotional valence measured on the audience through an emotion recognition system based on facial expression analysis can be used with an experience audit to: (1) support the understanding of the emotional responses of customers toward any clue that characterizes a staged performance; and (2) systematically investigate the customer's overall experience in terms of their overall satisfaction. The study was carried out in the context of opera live shows in the open-air neoclassical theater Arena Sferisterio in Macerata, during 11 opera performances. A total of 132 spectators were involved. Both the emotional valence provided by the considered emotion recognition system and the quantitative data related to customers' satisfaction, collected through a survey, were considered. Results suggest how collected data can be useful for the artistic director to estimate the audience's overall level of satisfaction and make choices about the specific characteristics of the performance, and that emotional valence measured on the audience during the show can be useful to predict overall customer satisfaction, as measured using traditional self-report methods.
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Affiliation(s)
- Silvia Ceccacci
- Department of Education, Cultural Heritage and Tourism, Università degli Studi di Macerata, P.le Luigi Bertelli 1, 62100 Macerata, Italy
| | - Andrea Generosi
- Department of Industrial Engineering and Mathematical Sciences, Università Politecnica delle Marche, Via Brecce Bianche 12, 60131 Ancona, Italy
| | - Luca Giraldi
- Emoj srl, Via Ferruccio Fioretti 10/B, 60131 Ancona, Italy
| | - Maura Mengoni
- Department of Industrial Engineering and Mathematical Sciences, Università Politecnica delle Marche, Via Brecce Bianche 12, 60131 Ancona, Italy
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2
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Pawar S, Fagerstrøm A, Sigurdsson V, Arntzen E. Analyzing motivating functions of consumer behavior: Evidence from attention and neural responses to choices and consumption. Front Psychol 2023; 14:1053528. [PMID: 36844284 PMCID: PMC9947287 DOI: 10.3389/fpsyg.2023.1053528] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 09/25/2022] [Accepted: 01/19/2023] [Indexed: 02/11/2023] Open
Abstract
Academia and business have shown an increased interest in using neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to assess consumer motivation. The current research contributes to this literature by verifying whether these methods can predict the effects of antecedent events as motivating functions of attention, neural responses, choice, and consumption. Antecedent motivational factors are discussed, with a specific focus on deprivation as such a situational factor. Thirty-two participants were randomly assigned to the experimental and control conditions. Water deprivation of 11-12 h was used as an establishing operation to increase the reinforcing effectiveness of water. We designed three experimental sessions to capture the complexity of the relationship between antecedents and consumer behavior. Experimental manipulations in session 1 established the effectiveness of water for the experimental group and abolished it for the control group. Results from session 2 show that participants in the experimental group had significantly higher average fixation duration for the image of water. Their frontal asymmetry did not provide significant evidence of greater left frontal activation toward the water image. Session 3 demonstrated that choice and consumption behavior of the relevant reinforcer was significantly higher for participants in the experimental group. These early findings highlight the potential application of a multi-method approach using neurophysiological tools in consumer research, which provides a comprehensive picture of the functional relationship between motivating events, behavior (attention, neural responses, choice, and consumption), and consequences.
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Affiliation(s)
- Sanchit Pawar
- School of Economics, Innovation and Technology, Kristiania University College, Oslo, Norway,*Correspondence: Sanchit Pawar,
| | - Asle Fagerstrøm
- School of Economics, Innovation and Technology, Kristiania University College, Oslo, Norway
| | - Valdimar Sigurdsson
- Department of Business Administration, Reykjavik University, Reykjavik, Iceland
| | - Erik Arntzen
- Department of Behavioural Sciences, Oslo Metropolitan University, Oslo, Norway
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Xu J, Zhu D, Li Y. Does small and medium enterprise differential leadership increase subordinate knowledge hiding? Evidences from job insecurity, territorial consciousness and leadership performance expectation. Front Psychol 2022; 13:983669. [PMID: 36186282 PMCID: PMC9524454 DOI: 10.3389/fpsyg.2022.983669] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Grants] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/01/2022] [Accepted: 08/18/2022] [Indexed: 12/04/2022] Open
Abstract
Leadership is considered as a significant antecedent of knowledge hiding in SMEs (small and medium enterprises), but the differential dimension of leadership has been evidently neglected in both theoretical and empirical areas. Drawing on conservation of resource theory and social cognitive theory, this research investigates whether and how SME differential leadership influences subordinate knowledge hiding. Specifically, we analyze the underlying mechanisms of a chain-mediator—job insecurity and territorial consciousness and a boundary condition—leadership performance expectation. Multi-wave and multi-source data were collected from a sample of 704 Chinese SME employees and 140 relevant leaders and applied HLM meso-mediational frameworks, and Bootstrap technique with non-parametric percentile residuals for deviation correction. The results show that differential leadership plays a potential role in promoting subordinate knowledge hiding through the serial intervening mechanism of job Insecurity and territorial consciousness in SMEs. Furthermore, the positive relationship between SME differential leadership and job insecurity becomes stronger among subordinates under higher leadership performance expectation; the positive indirect relationship between SME differential leadership and subordinate knowledge hiding is stronger with higher levels of leadership performance expectation. This study contributes to the existing academic literature by empirically analyzing the under-investigated correlation between differential leadership and subordinate knowledge hiding in SMEs, and by exploring the underlying mechanisms and a boundary condition.
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Affiliation(s)
- Jing Xu
- Evergrande School of Management, Wuhan University of Science and Technology, Wuhan, China
| | - Dequn Zhu
- School of Economics and Management, Shangrao Normal University, Shangrao, China
- *Correspondence: Dequn Zhu,
| | - Yongzhou Li
- Evergrande School of Management, Wuhan University of Science and Technology, Wuhan, China
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Lim WM, Kumar S, Ali F. Advancing knowledge through literature reviews: ‘what’, ‘why’, and ‘how to contribute’. SERVICE INDUSTRIES JOURNAL 2022. [DOI: 10.1080/02642069.2022.2047941] [Citation(s) in RCA: 20] [Impact Index Per Article: 10.0] [Reference Citation Analysis] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 02/08/2023]
Affiliation(s)
- Weng Marc Lim
- School of Business, Law and Entrepreneurship, Swinburne University of Technology, Hawthorn, Australia
- Faculty of Business, Design and Arts, Swinburne University of Technology, Kuching, Malaysia
| | - Satish Kumar
- Faculty of Business, Design and Arts, Swinburne University of Technology, Kuching, Malaysia
- Department of Management Studies, Malaviya National Institute of Technology Jaipur, Jaipur, India
| | - Faizan Ali
- Muma College of Business, University of South Florida, Tampa, FL, USA
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5
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Mauri M, Rancati G, Gaggioli A, Riva G. Applying Implicit Association Test Techniques and Facial Expression Analyses in the Comparative Evaluation of Website User Experience. Front Psychol 2021; 12:674159. [PMID: 34712164 PMCID: PMC8545899 DOI: 10.3389/fpsyg.2021.674159] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 02/28/2021] [Accepted: 09/07/2021] [Indexed: 11/25/2022] Open
Abstract
This research project has the goal to verify whether the application of neuromarketing techniques, such as implicit association test (IAT) techniques and emotional facial expressions analyses may contribute to the assessment of user experience (UX) during and after website navigation. These techniques have been widely and positively applied in assessing customer experience (CX); however, little is known about their simultaneous application in the field of UX. As a specific context, the experience raised by different websites from two well-known automotive brands was compared. About 160 Italian university students were enrolled in an online experimental study. Participants performed a Brand Association Reaction Time Test (BARTT) version of the IAT where the two brands were compared according to different semantic dimensions already used in the automotive field. After completing the BARTT test, the participants navigated the target website: 80 participants navigated the first brand website, while the other half navigated the second brand website (between-subject design). During the first 3 min of website navigation, emotional facial expressions were recorded. The participants were asked to freely navigate the website home page, look for a car model and its characteristics and price, use the customising tool, and in the end, look for assistance. After the website navigation, all the participants performed, a second time, the BARTT version of the IAT, where the two brands were compared again, this time to assess whether the website navigation may impact the Implicit Associations previously detected. A traditional evaluation of the two websites was carried on by means of the classic heuristic evaluation. Findings from this study show, first of all, the significant results provided by neuromarketing techniques in the field of UX, as IAT can provide a positive application for assessing UX played by brand websites, thanks to the comparison of eventual changes in time reaction between the test performed before and after website navigation exposure. Secondly, results from emotional facial expression analyses during the navigation of both brand websites showed significant differences between the two brands, allowing the researchers to predict the emotional impact raised by each website. Finally, the positive correlation with heuristic evaluation shows that neuromarketing can be successfully applied in UX.
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Affiliation(s)
- Maurizio Mauri
- Department of Psychology, Catholic University of Milan, Milan, Italy.,Department of User Experience and Marketing Research, SR LABS, Milan, Italy
| | - Gaia Rancati
- Department of Business and Economics, Allegheny College, Meadville, PA, United States
| | - Andrea Gaggioli
- Department of Psychology, Catholic University of Milan, Milan, Italy.,Applied Technology for Neuro-Psychology Lab, I.R.C.C.S. Istituto Auxologico Italiano, Milan, Italy
| | - Giuseppe Riva
- Department of Psychology, Catholic University of Milan, Milan, Italy.,Applied Technology for Neuro-Psychology Lab, I.R.C.C.S. Istituto Auxologico Italiano, Milan, Italy
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Herrando C, Constantinides E. Emotional Contagion: A Brief Overview and Future Directions. Front Psychol 2021; 12:712606. [PMID: 34335425 PMCID: PMC8322226 DOI: 10.3389/fpsyg.2021.712606] [Citation(s) in RCA: 28] [Impact Index Per Article: 9.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/21/2021] [Accepted: 06/21/2021] [Indexed: 12/30/2022] Open
Abstract
Social interactions can trigger emotional contagion between individuals resulting in behavioral synchrony. Emotional contagion can be a very effective and attractive strategy in communication and advertising, and understanding the mechanisms underlying emotional contagion can help marketers to improve their commercial approaches or develop better ones. The purpose of this study is to review and classify the various methodologies and theoretical approaches on emotional contagion, identify the best practices in this domain, and identify ways of gaging and measuring emotional contagion. The study is based on a mini literature review. We identify different mechanisms and approaches to emotional contagion described in the literature. Emotional contagion can be triggered by facial expressions, indirect human interactions, and/or by observing other people's behavior in direct and indirect interactions. Furthermore, emotional contagion can be triggered physiologically or neurologically by synchronizing with the emotional state of others during human interactions. Regarding the assessment and measurement of emotional contagion, we argue that methods based on neuroscience tools are much more accurate and effective than methods based on traditional research approaches. The study identifies guidelines for research on commercial communication through emotional contagion that can be especially interesting for academia and marketing practitioners. The findings are important for field marketers interested in developing new individualized approaches in their commercial strategies and marketing in general. In addition, the study can become the basis of research that further refines and compares the efficacy of the various techniques and tools involved.
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Affiliation(s)
- Carolina Herrando
- Faculty of Behavioral, Management and Social Sciences (BMS), Department High-Tech Business and Entrepreneurship (HBE/ETM), University of Twente, Enschede, Netherlands
| | - Efthymios Constantinides
- Faculty of Behavioral, Management and Social Sciences (BMS), Department High-Tech Business and Entrepreneurship (HBE/ETM), University of Twente, Enschede, Netherlands
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Gustafsson A, Kristensson P. Guest editorial: Emerging fields in service research. JOURNAL OF SERVICE MANAGEMENT 2020. [DOI: 10.1108/josm-03-2020-416] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/17/2022]
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8
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de-Juan-Ripoll C, Soler-Domínguez JL, Chicchi Giglioli IA, Contero M, Alcañiz M. The Spheres & Shield Maze Task: A Virtual Reality Serious Game for the Assessment of Risk Taking in Decision Making. CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING 2020; 23:773-781. [PMID: 32845725 PMCID: PMC7698844 DOI: 10.1089/cyber.2019.0761] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Subscribe] [Scholar Register] [Indexed: 11/12/2022]
Abstract
Risk taking (RT) is an essential component in decision-making process that depicts the propensity to make risky decisions. RT assessment has traditionally focused on self-report questionnaires. These classical tools have shown clear distance from real-life responses. Behavioral tasks assess human behavior with more fidelity, but still show some limitations related to transferability. A way to overcome these constraints is to take advantage from virtual reality (VR), to recreate real-simulated situations that might arise from performance-based assessments, supporting RT research. This article presents results of a pilot study in which 41 individuals explored a gamified VR environment: the Spheres & Shield Maze Task (SSMT). By eliciting implicit behavioral measures, we found relationships between scores obtained in the SSMT and self-reported risk-related constructs, as engagement in risky behaviors and marijuana consumption. We conclude that decontextualized Virtual Reality Serious Games are appropriate to assess RT, since they could be used as a cross-disciplinary tool to assess individuals' capabilities under the stealth assessment paradigm.
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Affiliation(s)
- Carla de-Juan-Ripoll
- Instituto de Investigación e Innovación en Bioingeniería (i3B), Universitat Politècnica de València, Valencia, Spain
| | - José L Soler-Domínguez
- Instituto de Investigación e Innovación en Bioingeniería (i3B), Universitat Politècnica de València, Valencia, Spain
| | - Irene Alice Chicchi Giglioli
- Instituto de Investigación e Innovación en Bioingeniería (i3B), Universitat Politècnica de València, Valencia, Spain
| | - Manuel Contero
- Instituto de Investigación e Innovación en Bioingeniería (i3B), Universitat Politècnica de València, Valencia, Spain
| | - Mariano Alcañiz
- Instituto de Investigación e Innovación en Bioingeniería (i3B), Universitat Politècnica de València, Valencia, Spain
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Lariviere B, Kandampully J. Moving forward and making an impact in service research: from research priorities to research methodologies. JOURNAL OF SERVICE MANAGEMENT 2019. [DOI: 10.1108/josm-10-2019-414] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/17/2022]
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