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首页> 外文期刊>Journal of neuroscience, psychology, and economics >Opening the 'Black Box' of Electrodermal Activity in Consumer Neuroscience Research
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Opening the 'Black Box' of Electrodermal Activity in Consumer Neuroscience Research

机译：在消费者神经科学研究中打开皮肤电活动的“黑匣子”

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摘要

For 30 years, the study of emotional reactions of consumers has been a topic of research based on electrophysiological indices. To date, more than 20 studies using the measurement of electrodermal activity (EDA) have been published in marketing. This recording method is experiencing a renewed interest with the emergence of consumer neuroscience and participates in investigative techniques of brain functions. Although the implementation of EDA measurement is an attainable technique, its signal analysis is nonetheless complex. Recently, researchers in psychophysiology have developed a new digital tool for EDA signal processing, thus optimizing the evaluation of the "activation" component of an emotional episode. A careful reading of the literature has identified several methods of collecting and processing the EDA signal which are discussed. Recommendations are proposed and illustrated in an exploratory study using seven TV commercials. The results show that the application of standards for signal processing by means of nonnegative deconvolution improves the robustness of measures thus contributing to the enhancement of consumer neuroscience research.
机译：30年来，对消费者情绪反应的研究一直是基于电生理指标的研究主题。迄今为止，在市场上已经发表了超过20项使用皮肤电活动测定（EDA）的研究。随着消费者神经科学的兴起，这种记录方法正在引起新的兴趣，并且参与了脑功能的研究技术。尽管EDA测量的实现是可以实现的技术，但其信号分析仍然很复杂。最近，心理生理学研究人员开发了一种用于EDA信号处理的新数字工具，从而优化了对情绪发作“激活”成分的评估。仔细阅读文献已确定了讨论的几种收集和处理EDA信号的方法。在使用七个电视广告的探索性研究中提出并提出了建议。结果表明，通过非负反卷积的信号处理标准的应用提高了措施的鲁棒性，从而有助于增强消费者神经科学研究。

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