The Emotional Effectiveness of Advertisement

Can deepfakes be used to study emotion perception? A comparison of dynamic face stimuli

Video recordings accurately capture facial expression movements; however, they are difficult for face perception researchers to standardise and manipulate. For this reason, dynamic morphs of photographs are often used, despite their lack of naturalistic facial motion. This study aimed to investigate how humans perceive emotions from faces using real videos and two different approaches to artificially generating dynamic expressions - dynamic morphs, and AI-synthesised deepfakes. Our participants perceived dynamic morphed expressions as less intense when compared with videos (all emotions) and deepfakes (fearful, happy, sad). Videos and deepfakes were perceived similarly. Additionally, they perceived morphed happiness and sadness, but not morphed anger or fear, as less genuine than other formats. Our findings support previous research indicating that social responses to morphed emotions are not representative of those to video recordings. The findings also suggest that deepfakes may offer a more suitable standardized stimulus type compared to morphs. Additionally, qualitative data were collected from participants and analysed using ChatGPT, a large language model. ChatGPT successfully identified themes in the data consistent with those identified by an independent human researcher. According to this analysis, our participants perceived dynamic morphs as less natural compared with videos and deepfakes. That participants perceived deepfakes and videos similarly suggests that deepfakes effectively replicate natural facial movements, making them a promising alternative for face perception research. The study contributes to the growing body of research exploring the usefulness of generative artificial intelligence for advancing the study of human perception.

Study on the Psychological Effects of Intangible Cultural Heritage Advertising with Different Degrees of Situational Involvement

This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths for ICH through the psychological effects of advertising. Firstly, this study examines the respective advantages of rational and emotional ICH advertisement in terms of emotional responses, cognitive responses, attitudes, recall, and recognition. Then, it explores the effects of different ICH advertisement types (rational advertisement, emotional advertisement) and different degrees of situational involvement (purchasing for oneself, purchasing gifts for others) on the advertising effectiveness, aiming to identify factors influencing the psychological effects of ICH advertisement. Through statistical analysis, the main conclusions are as follows: (1) Rational ICH advertisement prompts consumers to consider the actual attributes of ICH products, leading to a more positive purchasing attitude. (2) Emotional ICH advertisement is more effective in eliciting positive emotions from consumers and enhancing brand memory. (3) Under the scenario of purchasing a gift for others, emotional ICH advertisement has a more positive impact on consumers' attitudes towards advertising. (4) Under different degrees of situational involvement, rational ICH advertisement has a more positive impact on consumers' purchasing attitudes. This study not only provides guidance for optimizing ICH advertising strategies but also offers new directions for market expansion, contributing valuable insights into cultural heritage preservation, as well as the development and protection of ICH.

Automatic facial coding predicts self-report of emotion, advertisement and brand effects elicited by video commercials

Introduction

Consumers' 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.

Method

With 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.

Results

Facial 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.

Discussion

This 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.

Facial Expressions and Self-Reported Emotions When Viewing Nature Images

Many studies have demonstrated that exposure to simulated natural scenes has positive effects on emotions and reduces stress. In the present study, we investigated emotional facial expressions while viewing images of various types of natural environments. Both automated facial expression analysis by iMotions' AFFDEX 8.1 software (iMotions, Copenhagen, Denmark) and self-reported emotions were analyzed. Attractive and unattractive natural images were used, representing either open or closed natural environments. The goal was to further understand the actual features and characteristics of natural scenes that could positively affect emotional states and to evaluate face reading technology to measure such effects. It was predicted that attractive natural scenes would evoke significantly higher levels of positive emotions than unattractive scenes. The results showed generally small values of emotional facial expressions while observing the images. The facial expression of joy was significantly higher than that of other registered emotions. Contrary to predictions, there was no difference between facial emotions while viewing attractive and unattractive scenes. However, the self-reported emotions evoked by the images showed significantly larger differences between specific categories of images in accordance with the predictions. The differences between the registered emotional facial expressions and self-reported emotions suggested that the participants more likely described images in terms of common stereotypes linked with the beauty of natural environments. This result might be an important finding for further methodological considerations.

The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach

Over the past few years, many studies have shown how territoriality can be considered a driver for purchasing agri-food products. Products with certification of origin are perceived as more sustainable, safer and of better quality. At the same time, producers of traditional products often belong to small entities that struggle to compete with large multinational food corporations, having less budget to allocate to product promotion. In this study, we propose a neuromarketing approach, showing how the use of these techniques can help in choosing the most effective commercial in terms of likeability and ability to activate mnemonic processes. Two commercials were filmed for the purpose of this study. They differed from each other in terms of emotional sequence. The first aimed primarily at eliciting positive emotions derived from the product description. The second aimed to generate negative emotions during the early stages, highlighting the negative consequences of humans' loss of contact with nature and tradition and then eliciting positive emotions by presenting cheese production using traditional techniques as a solution to the problem. Based on the literature on the emotional sequences in social advertising, we hypothesised that the second commercial would generate an overall better emotional reaction and activate mnemonic processes to a greater extent. Our results partially support the research hypotheses, providing useful insights both to marketers and for future research on the topic.

Mobile payment adoption in the time of the COVID-19 pandemic

Current situation in COVID-19 pandemic as well as the significant digital transformation, where the whole world is being forced to participate, are lead for a wide acceptance to use the mobile payments. The main objective for the current study is to focus on analysing the primary variable “intention to use” through the Apple Wallet mobile payment system “apple wallet app” in United Arab Emirates (UAE), in addition to defining a context and evaluating the various antecedents of its use. The main variables that addressed by the current study are ability to use (skilfulness), perceived usefulness, convenience of the system, perceived risk and the primary variable that mentioned before was intention to use. To conduct the study, we invited 422 respondents to an online survey, and we have used a structural equation modelling analysis. The results indicate that mobile user skilfulness is the variable that most influences the intention to use the proposed payment system, followed by perceived usefulness and convenience of the system, while the perceived risk has a weak negative relationship with intention to use mobile payment via apple wallet app in the light of high Cybersecurity Index in the UAE.

Measuring the Candidates' Emotions in Political Debates Based on Facial Expression Recognition Techniques

This article presents the analysis of the main Spanish political candidates for the elections to be held on April 2019. The analysis focuses on the Facial Expression Analysis (FEA), a technique widely used in neuromarketing research. It allows to identify the micro-expressions that are very brief, involuntary. They are signals of hidden emotions that cannot be controlled voluntarily. The video with the final interventions of every candidate has been post-processed using the classification algorithms given by the iMotions's AFFDEX platform. We have then analyzed these data. Firstly, we have identified and compare the basic emotions showed by each politician. Second, we have associated the basic emotions with specific moments of the candidate's speech, identifying the topics they address and relating them directly to the expressed emotion. Third, we have analyzed whether the differences shown by each candidate in every emotion are statistically significant. In this sense, we have applied the non-parametric chi-squared goodness-of-fit test. We have also considered the ANOVA analysis in order to test whether, on average, there are differences between the candidates. Finally, we have checked if there is consistency between the results provided by different surveys from the main media in Spain regarding the evaluation of the debate and those obtained in our empirical analysis. A predominance of negative emotions has been observed. Some inconsistencies were found between the emotion expressed in the facial expression and the verbal content of the message. Also, evidences got from statistical analysis confirm that the differences observed between the various candidates with respect to the basic emotions, on average, are statistically significant. In this sense, this article provides a methodological contribution to the analysis of the public figures' communication, which could help politicians to improve the effectiveness of their messages identifying and evaluating the intensity of the expressed emotions.

Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study

In this research, neuroscience techniques are applied to the field of marketing in the analysis of advertisements that include the COVID-19 pandemic in their stories. A study of emotion and memory in these audiovisual productions is carried out as two fundamental factors for the knowledge of consumer habits and decision making. By means of facial recognition biosensor systems (AFFDEX) and various tests, six informative and narrative, emotional and rational advertisements are presented to the subjects of the experiment to detect which emotions predominate; how they affect variables such as neuroticism, psychoticism or extroversion, among others; or what is remembered about the different works, brands and advertisers. Outstanding results are obtained in both emotional and cognitive analysis. Thus, in the field of public health, it is found that messages referring to COVID-19 included in advertisements are remembered more than other narratives or even the brands, products or services themselves. Likewise, joy is the predominant emotion, and its significance in such varied advertising stories stands out. Finally, it is clear that neuroscience research applied to marketing requires new methods and integrated applications to obtain satisfactory results in the advertising field.

Viewing Natural vs. Urban Images and Emotional Facial Expressions: An Exploratory Study

There is a large body of evidence that exposure to simulated natural scenes has positive effects on emotions and reduces stress. Some studies have used self-reported assessments, and others have used physiological measures or combined self-reports with physiological measures; however, analysis of facial emotional expression has rarely been assessed. In the present study, participant facial expressions were analyzed while viewing forest trees with foliage, forest trees without foliage, and urban images by iMotions’ AFFDEX software designed for the recognition of facial emotions. It was assumed that natural images would evoke a higher magnitude of positive emotions in facial expressions and a lower magnitude of negative emotions than urban images. However, the results showed only very low magnitudes of facial emotional responses, and differences between natural and urban images were not significant. While the stimuli used in the present study represented an ordinary deciduous forest and urban streets, differences between the effects of mundane and attractive natural scenes and urban images are discussed. It is suggested that more attractive images could result in more pronounced emotional facial expressions. The findings of the present study have methodological relevance for future research. Moreover, not all urban dwellers have the possibility to spend time in nature; therefore, knowing more about the effects of some forms of simulated natural scenes surrogate nature also has some practical relevance.