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首页> 外文期刊>Journal of neuroscience, psychology, and economics >Predicting Advertising Effectiveness by Facial Expressions in Response to Amusing Persuasive Stimuli
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Predicting Advertising Effectiveness by Facial Expressions in Response to Amusing Persuasive Stimuli

机译：通过面部表情预测有趣的说服性刺激的广告效果

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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.
机译：我们介绍了使用FaceReader系统（Noldus，2013年）通过广告产生的，用于自动分析基本情绪的面部表情（FEBE; Ekman，1972年）的广告所产生的幸福表情（FEH）的心理生理研究。 FaceReader得分与广告效果的自我报告相关。基于描述情感在市场研究中的作用的工作，我们研究了FEBE模式与广告的感知娱乐性，对广告的态度（AAD）和对品牌的态度（AB）之间的关系。在对高，中和低趣味视频广告（AVA）的响应中，观察到FEH得分之间存在差异。在高，中，低AVAs中，FEH和AAD与FEH和AB之间发现正相关。如假设的那样，其他基本情绪（悲伤，愤怒，惊讶，恐惧和厌恶）不能预测广告的娱乐性或广告的有效性。 FaceReader能够对超过120,000帧的录像进行详细分析，从而有助于识别面部表情对有趣的说服性刺激的整体模式。对于有趣的广告，发现特定于上下文的FEH功能是广告效果的主要指标。该研究使用了通过众包平台获得的参与者在其自然环境中的视频记录。该研究的自然主义设计增强了其生态有效性，并展示了即使在严酷条件下软件算法的鲁棒性。我们的研究结果为FaceReader方法论在基础消费者科学研究中的适用性提供了初步证据。

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