Objective measures of emotion related to brand attitude: a new way to quantify emotion-related aspects relevant to marketing

Radio, Podcasts, and Music Streaming-An Electroencephalography and Physiological Analysis of Listeners' Attitude, Attention, Memory, and Engagement

Whilst radio, podcasts, and music streaming are considered unique audio formats that offer brands different opportunities, limited research has explored this notion. This current study analyses how the brain responds to these formats and suggests that they offer different branding opportunities. Participants' engagement, attitude, attention, memory, and physiological arousal were measured while each audio format was consumed. The results revealed that music streaming elicited more positive attitudes, higher attention, greater levels of memory encoding, and increased physiological arousal compared to either radio or podcasts. This study emphasises the importance for brands of utilising diverse audio channels for unique branding and marketing opportunities.

Sonic Influence on Initially Neutral Brands: Using EEG to Unveil the Secrets of Audio Evaluative Conditioning

The present study addresses the question of whether explicit, survey-type measures of attitude differ in sensitivity when compared to implicit, non-conscious measures of attitude in the context of attitude changes in response to evaluative conditioning (EC). In the frame of a pre-test, participants rated 300 brand names on a Likert-type scale, the results of which were then used to create personalised lists of neutral brands. After this initial online component, the participants were exposed to one, five, and ten rounds of EC (during three separate sessions), during which half of the brands were paired with pleasant audio excerpts (positive EC) and the remainder were paired with unpleasant audio excerpts (negative EC). Following each conditioning round, the participants rated the brand names again, whilst changes in the brain's electrical activity in response to the brands were recorded via electroencephalography (EEG). After having rated the brand names, the participants also completed two implicit association tests (IAT; one for each of the neutral conditions). The results revealed that self-reported, explicit responses of brand names remained unchanged despite having been conditioned. Similarly, the IAT did not reveal any declines in reaction time. In contrast, the EEG data appeared to not only be sensitive to initial brand ratings, but also the conditioning effects of initially neutral brands. Respective neurophysiological effects were found at frontal electrode locations AF3 and AF4 for a 1 s-long time window starting at 400 ms after stimulus onset. Furthermore, the EEG revealed that changes in brand attitude are more susceptible to the effects of negative conditioning than positive conditioning. Given the rather small sample size, any generalizability seems vague, but the present results provide scientific evidence that EEG could indeed be a valuable additional method to investigate EC effects. The results of this study support the notion of utilising a multidimensional approach, inclusive of neuroscience, to understanding consumer attitudes instead of solely relying on self-report measures. In the end, the brain knows more than it admits to consciousness and language, which is why objective methods should always be included in any study.

Brain Activities Show There Is Nothing Like a Real Friend in Contrast to Influencers and Other Celebrities

Especially for young people, influencers and other celebrities followed on social media evoke affective closeness that in their young minds seems real even though it is fake. Such fake friendships are potentially problematic because of their felt reality on the consumer side while lacking any inversely felt true closeness. The question arises if the unilateral friendship of a social media user is equal or at least similar to real reciprocal friendship. Instead of asking social media users for explicit responses (conscious deliberation), the present exploratory study aimed to answer this question with the help of brain imaging technology. Thirty young participants were first invited to provide individual lists including (i) twenty names of their most followed and loved influencers or other celebrities (fake friend names), (ii) twenty names of loved real friends and relatives (real friend names) as well as (iii) twenty names they do not feel any closeness to (no friend names). They then came to the Freud CanBeLab (Cognitive and Affective Neuroscience and Behavior Lab) where they were shown their selected names in a random sequence (two rounds), while their brain activities were recorded via electroencephalography (EEG) and later calculated into event-related potentials (ERPs). We found short (ca. 100 ms) left frontal brain activity starting at around 250 ms post-stimulus to process real friend and no friend names similarly, while both ERPs differed from those elicited by fake friend names. This is followed by a longer effect (ca. 400 ms), where left and right frontal and temporoparietal ERPs also differed between fake and real friend names, but at this later processing stage, no friend names elicited similar brain activities to fake friend names in those regions. In general, real friend names elicited the most negative going brain potentials (interpreted as highest brain activation levels). These exploratory findings represent objective empirical evidence that the human brain clearly distinguishes between influencers or other celebrities and close people out of real life even though subjective feelings of closeness and trust can be similar. In summary, brain imaging shows there is nothing like a real friend. The findings of this study might be seen as a starting point for future studies using ERPs to investigate social media impact and topics such as fake friendship.

Analysis of factors affecting visual comfort in hotel lobby

From the perspective of emotion, utilizing eye tracking technology, this paper proposes 12 different 3D hotel lobby models to investigate how would the light illuminance, wall color, decoration style and music genre affect the visual comfort specifically. The experiment results show that the illuminance of the lamp, the color of the wall, and the decoration style have a significant impact on visual comfort. The music genre would not affect consumer's visual comfort perception of lamp illuminance, wall color and decoration style. Normal illuminance brings the most comfort, followed by bright illuminance, and then dim illuminance; Warm color brings more comfort than cool color; and Chinese style lobby brings more comfort than European style.

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

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.

Comparison of Food-Based and Music-Based Regulatory Strategies for (Un)Healthy Eating, Depression, Anxiety and Stress

There are many ways to regulate emotions. People use both adaptive (e.g., regulation by music) and maladaptive (e.g., regulation by food) strategies to do this. We hypothesized that participants with a high level of food-based regulatory strategies and a low level of music-based regulatory strategies (a group with the least adaptive form of emotion regulation) would have significantly greater levels of unhealthy eating behaviours, depression, anxiety and stress, as well as a significantly lower level of healthy eating behaviours than those with a low level of food-based regulatory strategies and a high level of music-based regulatory strategies (a group with the greatest adaptive form of emotion regulation). Participants (N = 410; M_age = 31.77, SD = 13.53) completed: the Brief Music in Mood Regulation Scale, the Emotional Overeating Questionnaire, the Healthy and Unhealthy Eating Behavior Scale, the Depression, Anxiety and Stress Scale and a socio-demographic survey. The four clusters were identified: (a) Cluster 1 (N = 148): low food-based regulatory strategies and high music-based regulatory strategies; (b) Cluster 2 (N = 42): high food-based regulatory strategies and high music-based regulatory strategies; (c) Cluster 3 (N = 70): high food-based regulatory strategies and low music-based regulatory strategies; (d) Cluster 4 (N = 150): low food-based regulatory strategies and low music-based regulatory strategies. Overall, our outcomes partially support our hypothesis, as higher levels of unhealthy eating behaviours, depression, anxiety and stress were observed in participants with high food-based and low music-based regulatory strategies as compared with adults with low food-based and high music-based regulatory strategies. To sum up, the results obtained indicate that during the COVID-19 pandemic the group of people regulating their emotional state and unhealthy eating predominantly with food is potentially characterized by worse functioning than the group of people regulating with music. Therefore, it can be concluded that people who regulate their functioning using food should be included in preventive measures by specialists. During the visit, psychologists and primary care physicians can ask patients about their daily strategies and based on this information specialists can estimate the potential risk of developing high levels of stress and anxiety, depressive disorders and unhealthy eating habits and provide specific (match) intervention.

Contactless differentiation of pleasant and unpleasant valence: Assessment of the acoustic startle eyeblink response with infrared reflectance oculography

The ability to distinguish between discrete emotions by monitoring autonomic or facial features has been an elusive "holy grail" for fields such as psychophysiology, affective computing, and human-computer interface design. However, cross-validated models are lacking, and contemporary theory suggests that emotions may lack distinct physiological or facial "signatures." Therefore, in this study, we propose a reorientation toward distinguishing between pleasant and unpleasant affective valence. We focus on the acoustic eyeblink response, which exhibits affective modulation but remains underutilized. The movement of the eyelid was monitored in a contactless manner via infrared reflectance oculography at 1 kHz while 36 participants viewed normatively pleasant, neutral, and unpleasant images, and 50-ms bursts of white noise were presented binaurally via headphones. Startle responses while viewing pleasant images exhibited significantly smaller amplitudes than those while viewing unpleasant images, with a large effect size (d = 1.56). The affective modulation of the eyeblink startle response is a robust phenomenon that can be assessed in a contactless manner. As research continues on whether systems based on psychophysiological or facial features can distinguish between discrete emotions, the eyeblink startle response offers a relatively simple way to distinguish between pleasant and unpleasant affective valence.

A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults

Until now, neuromarketing studies have usually been aimed at assessing the predictive value of psychophysiological measures gathered while watching a marketing message related to a particular product. This study is the first attempt to verify the possibility of predicting familiar and unfamiliar brand purchases based on psychophysiological reactions to a retailer television advertisement measured by EEG, EDA and eye-tracking. The number of private label products chosen later served to assess the binary dependent variable. A logistic regression model (with a prediction rate of 61.2%) was applied to determine which psychophysiological variables explained the largest part of the variance of a final purchase decision. The results show that among various measures, only the electrodermal peaks per second were significant in predicting further purchase decisions. The decision to buy was also influenced by brand familiarity. The article concludes that EDA is an unobtrusive measure of emotion-related anticipation of significant outcomes, particularly for dynamic stimuli, as related to decision-making.

Do Varying Levels of Exposure to Pornography and Violence Have an Effect on Non-Conscious Emotion in Men?

As we are often inundated with images of violence and pornography in modern times with the aid of mobile devices and unrestricted online access and content, the non-conscious effect of such exposure is an area of concern. To date, many clinicians and researchers in behavioral sciences rely on conscious responses from their clients to determine affective content. In doing so, they overlook the effect the non-conscious has on an individual's emotions. The present study aimed to examine variations in conscious and non-conscious responses to emotion-inducing images following varying amounts of exposure to violent and pornographic images. Eighteen participants who self-reported as being low pornography users were presented with emotion-inducing images after no exposure (Session 1), after one round of exposure to 50 pornographic and 50 violent images (Session 2) and after a further nine rounds of exposure to 50 pornographic and 50 violent images (Session 3). Sessions were temporally separated by at least 2 days while startle reflex modulation (SRM) and scalp-recorded event-related potentials (ERPs) were used to determine non-conscious emotion-related responses to pre-evaluated emotion pictures. Explicit valence and arousal ratings were assessed for each of those emotion pictures to determine conscious emotion effects potentially changing as a function of increasing controlled exposure to pornographic and violent visual material. Conscious explicit ratings and SRM amplitudes revealed no significant difference between the sessions. However, frontal ERP analysis revealed significant changes between processing of "violent" and "unpleasant" images at later ERP time windows, further supporting the growing body of research which shows that relying on self-report data does not result in a full understanding of emotional responses.

Examining Vietnamese Hard-Adventure Tourists’ Visit Intention Using an Extended Model of Goal-Directed Behavior

Although adventure tourism is divided into two subgroups based on the level of risk, most previous research has not made a distinction in their research. However, due to the high risk, skills, experience, and physical condition required of participants, hard adventure tourism should be studied separately from soft tourism activities. Thus, this study investigates the antecedents influencing hard adventure tourists’ visit intention by adopting the model of goal-directed behavior. Furthermore, two new variables, social media consumption and hardy tourism knowledge, were added to improve the model’s predictive ability. Using 441 Vietnamese hard adventure tourists as research samples, the results have shown the conceptual model to be robust and effective in explaining behavioral intention. Generally, the results were consistent with previous research. However, subjective norms, negative anticipated emotion, and frequency of past behavior produced unexpected results.

Suitability of Eye Tracking in Assessing the Visual Perception of Architecture—A Case Study Concerning Selected Projects Located in Cologne

This article discusses the visual perception of selected buildings located in the historic centre of Cologne, Germany, that have been designed by outstanding architects. It presents eye-tracking research, both from a theoretical perspective and that of its application potential in, among other fields, psychology, management, architecture and urban planning. It also presents an experiment which was performed to evaluate the suitability of eye tracking in the assessment of the visual perception of architecture and its surroundings, utilising the case study method and members of Generation Z as the subject population. Analysis of the experiment’s results enabled the authors to formulate commentary on findings concerning typically observed attractors and distractors in the perception of architecture and its surroundings depending on context-specific conditions. The study provided evidence of the suitability of eye tracking in the assessment of the visual perception of works of architecture and indicated the possibility of continuing research concerning the assessment and shaping of the state of awareness and knowledge of architecture and urban planning, which can significantly affect public participation in urban governance.

Do EEG and Startle Reflex Modulation Vary with Self-Reported Aggression in Response to Violent Images?

Increased violence and aggressive tendencies are a problem in much of the world and are often symptomatic of many other neurological and psychiatric conditions. Among clinicians, current methods of diagnosis of problem aggressive behaviour rely heavily on the use of self-report measures as described by the Diagnostic and Statistical Manual of Mental Disorders 5th Edition (DSM-5) and International Classification of Diseases 10th revision (ICD-10). This approach does not place adequate emphasis on objective measures that are potentially sensitive to processes not feeding into subjective self-report. Numerous studies provide evidence that attitudes and affective content can be processed without leading to verbalised output. This exploratory study aimed to determine whether individuals in the normal population, grouped by self-reported aggression, differed in subjective versus objective affective processing. Participants (N = 52) were grouped based on their responses to the Buss-Durkee Hostility Inventory. They were then presented with affect-inducing images while brain event-related potentials (ERPs) and startle reflex modulation (SRM) were recorded to determine non-language-based processes. Explicit valence and arousal ratings for each image were taken to determine subjective affective effects. Results indicated no significant group differences for explicit ratings and SRM. However, ERP results demonstrated significant group differences between the 'pleasant' and 'violent' emotion condition in the frontal, central and parietal areas across both hemispheres. These findings suggest that parts of the brain process affective stimuli different to what conscious appraisal comes up with in participants varying in self-reported aggression.

Skin Conductance Responses Indicate Children are Physiologically Aroused by Their Favourite Branded Food and Drink Products

Children's favourite food and beverage brands use various tactics to foster positive associations and loyalty. This brand-consumer dynamic is frequently influenced by the use of implicit techniques and emotional appeals. Few studies have used physiological methods to examine the connections that brands build with children and the influence this has on their automatic responses. These techniques are potentially less prone to bias than behavioural or cognitive methods. This is the first study to explore the implicit response that children have to images of their favourite food and beverage brands using skin conductance responses as a marker of arousal. Australian children aged 8-11 years (n = 48) were recruited. Images of the participants' favourite branded food and beverage products, alongside images of the same products unpackaged, their family and friends, and neutral objects were presented in a randomised order with a standard timed interval between images. Children were significantly more aroused by branded images of their favourite food and beverage products than by their unpackaged counterparts (p < 0.042, d = 0.4). The physiological response to the branded products was similar to the response to the children's family and friends (p = 0.900, d = -0.02). These findings suggest that children may have an implicit connection to their favourite branded products.

Can Evaluative Conditioning Change Well-Established Attitudes Towards Popular Brands? Your Brain Says Yes Even Though Your Mouth Says No

In the present study, using both implicit and explicit measures, we addressed the issue of whether strongly developed relationships towards brands could be modified through the use of evaluative conditioning. Using an online survey, individual participant brand lists were created, and formed the basis of this experiment. Participants were then exposed to conditioning during a longitudinal study. Throughout the experiment, a combination of explicit and implicit measures was used to assess changes in attitude. Specifically, participants were asked to rate the brand names on a Likert-type scale. Simultaneously, changes in the brains electrical activity in response to the brands were recorded via electroencephalography (EEG). Upon completion of this task, participants underwent two Implicit Association Tests (IAT; one for liked brands and one for disliked brands). There were two main findings of this study. Firstly, no significant changes in attitude were observed via the use of explicit measures, and those that were found relating to the IAT were regarded as questionable. Secondly, EEG presented consistent results which showed that conditioning elicited changes in cortical activity towards both liked and disliked brands, which suggest it may be a useful tool in measuring the impact of evaluative conditioning that is not reflected in verbal responses.

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior.

O Uso de Biomarcadores em Pesquisas de Marketing

Resumo A aproximação do marketing com a neurociência tem gerado expectativa tanto na academia quanto no mercado, em especial na última década. Apesar do interesse e das promessas de resultados, lacunas de conhecimento neurobiológico são percebidas acerca de formas de coleta e análise de dados. Este estudo apresenta e compara algumas ferramentas neurocientíficas que são fundamentadas em respostas não cognitivas do cérebro humano. A coleta e a análise de biomarcadores, como hormônios e níveis de atividade elétrica muscular, podem ser utilizadas em pesquisas de comportamento humano relacionadas ao consumo ou em outras interações com ações de marketing. A metodologia de aplicação dessas ferramentas, medidas resultantes e possíveis interpretações de comportamento também são discutidas, com ênfase em futura agenda de pesquisa.

Explicit emotion regulation: Comparing emotion inducing stimuli

Emotions are a major part of our subjective experiences of the world. At times, our emotions are not appropriate and require active management. Emotion regulation refers to the various ways of managing or controlling emotional responses. External stimuli play specific role in electing emotions. Pictures and movies elicit emotions and emotional effects of films are believed to exceed that of pictures. The aim of the present study is to compare the effectiveness of emotion regulation strategies across emotion induction method (picture and films). Forty participants rated their emotion on Self-Assessment Manikin (SAM) ratings for each pictorial and video stimuli while following the emotion regulation instructions. Repeated-measures ANOVAs revealed that the pictures were more effective in modulating emotions. Cognitive reappraisal and distraction strategies downregulated emotions.

Emotion Elicitation: A Comparison of Pictures and Films

Pictures and film clips are widely used and accepted stimuli to elicit emotions. Based on theoretical arguments it is often assumed that the emotional effects of films exceed those of pictures, but to date this assumption has not been investigated directly. The aim of the present study was to compare pictures and films in terms of their capacity to induce emotions verified by means of explicit measures. Stimuli were (a) single pictures presented for 6 s, (b) a set of three consecutive pictures with emotionally congruent contents presented for 2 s each, (c) short film clips with a duration of 6 s. A total of 144 participants rated their emotion and arousal states following stimulus presentation. Repeated-measures ANOVAs revealed that the film clips and 3-picture version were as effective as the classical 1-picture method to elicit positive emotions, however, modulation toward positive valence was little. Modulation toward negative valence was more effective in general. Film clips were less effective than pictorial stimuli in producing the corresponding emotion states (all p < 0.001) and were less arousing (all p ≤ 0.02). Possible reasons for these unexpected results are discussed.

The Autonomic System Functional State Predicts Responsiveness in Disorder of Consciousness

Diagnosis and early prognosis of the vegetative state/unresponsive wakefulness syndrome (VS/UWS) and its differentiation from the minimally-conscious state still rest on the clinical observation of responsiveness. The incidence of established clinical indicators of responsiveness also has proven variable in the single subject and is correlated to measures of heart rate variability (HRV) describing the sympathetic/parasympathetic balance. We tested responsiveness when the HRV descriptors nuLF and peakLF were or were not in the ranges with highest incidence of response based on findings from previous studies (10.0-70.0 and 0.05-0.11 Hz, respectively). Testing was blind by The Coma Recovery Scale-revised in the two conditions and in two experimental sessions with a one-week interval. The incidence of responses was not randomly distributed in the "response" and "no-response" conditions (McNemar test; p < 0.0001). The observed incidence in the "response" condition (visual: 55.1%; auditory: 51.5%) was higher than predicted statistically (32.1%) or described in previous clinical studies; responses were only occasional in the "no-response" condition (visual, 15.9%; auditory, 13.4%). Models validated the predictability with high accuracy. The current clinical criteria for diagnosis and prognosis based on neurological signs should be reconsidered, including variability over time and the autonomic system functional state, which could also qualify per se as an independent indicator for diagnosis and prognosis.

Analysis of skin conductance response during evaluation of preferences for cosmetic products

We analyzed skin conductance response (SCR) as a psychophysiological index to evaluate affective aspects of consumer preferences for cosmetic products. To examine the test-retest reliability of association between preferences and SCR, we asked 33 female volunteers to complete two experimental sessions approximately 1 year apart. The participants indicated their preferences in a typical paired comparison task by choosing the better option from a combination of two products among four products. We measured anticipatory SCR prior to expressions of the preferences. We found that the mean amplitude of the SCR elicited by the preferred products was significantly larger than that elicited by the non-preferred products. The participants' preferences and corresponding SCR patterns were well preserved at the second session 1 year later. Our results supported cumulating findings that SCR is a useful index of consumer preferences that has future potential, both in laboratory and marketing settings.

Towards improved ways of knowing children with profound multiple disabilities: introducing startle reflex modulation

OBJECTIVE

To propose startle reflex modulation (SRM) as an objective measure of emotions of children with profound multiple disabilities (PMD). Knowledge about emotion states of children with PMD is crucial to their individualised care and support. Proxy reporting, observational and physiological measures of emotion are reported in the literature. Despite advances in this science, the rigour of the findings and methods are contested. In this article, we introduce SRM; a neurophysiological measure untried with children with PMD, despite its well-known sensitivity to even subtle changes in affective processing without depending on explicit responses.

RESULTS

We propose a research agenda that aims to deliver a more comprehensive and accurate profile of the inner states of these children, based upon previous research undertaken using SRM.

CONCLUSION

It is suggested that this objective measure has potential to provide useful information about the inner emotional states of children with PMD.

Discrete model of opinion changes using knowledge and emotions as control variables

We present a new model of opinion changes dependent on the agents emotional state and their information about the issue in question. Our goal is to construct a simple, yet nontrivial and flexible representation of individual attitude dynamics for agent based simulations, that could be used in a variety of social environments. The model is a discrete version of the cusp catastrophe model of opinion dynamics in which information is treated as the normal factor while emotional arousal (agitation level determining agent receptiveness and rationality) is treated as the splitting factor. Both variables determine the resulting agent opinion, which itself can be in favor of the studied position, against it, or neutral. Thanks to the flexibility of implementing communication between the agents, the model is potentially applicable in a wide range of situations. As an example of the model application, we study the dynamics of a set of agents communicating among themselves via messages. In the example, we chose the simplest, fully connected communication topology, to focus on the effects of the individual opinion dynamics, and to look for stable final distributions of agents with different emotions, information and opinions. Even for such simplified system, the model shows complex behavior, including phase transitions due to symmetry breaking by external propaganda.