Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese

Wang, Wan-Chen; Chien, Charles S.; Moutinho, Luiz

doi:10.1007/s11002-015-9357-y

Cited by 8 publications

(7 citation statements)

References 37 publications

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“…The 141 participants divided into 80 females and 61 males, were presented with eight slogans to be classified into five categories of emotion, registered by Voice Emotion Response, in order to determine the effect of the emotion on brand recall (Wang, Chien & Moutinho, 2015). This was done by gender, and by applying ODA.…”

Section: Resultsmentioning

confidence: 99%

“…Psychophysiological measures are more connected to brand recall (Hazlett & Hazlett, 1999;Wang, Chien & Moutinho, 2015). According to Wang, Chien and Moutinho (2015), brand recall in Mandarin Chinese is better captured by voice emotion response than by self-reported measures. Their study in Taiwan in 2015, involved a sample of 142 participants, from 18 to 55 years old.…”

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confidence: 99%

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The Effect of Emotions on Brand Recall by Gender Using Voice Emotion Response with Optimal Data Analysis

Wang

Pestana

Moutinho

2017

Innovative Research Methodologies in Management

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Purpose-To analyses the effect of emotions obtained by oral reproduction of advertising slogans established via Voice Emotion Response software on brand recall by gender; and to show the relevance for marketing communication of combining "Human-Computer-Interaction (HCI)" with"affective computing (AC)" as part of their mission. Design/methodology/approach-A qualitative data analysis did the review of the scientific literature retrieved from Web-of-Science Core Collection (WoSCC), using CiteSpace'scientometric technique; the quantitative data analysis did the analyse of brand recall over a sample of Taiwan' participants by "optimal data analysis". Findings-Advertising effectiveness has a positive association with emotions; brand recall varies with gender; and "HCI" connected with "AC" is an emerging area of research. Research limitations/implications-The selection of articles obtained depend the terms used in WoSCC, and this study used of only five emotions. Still the richness of the data gives some compensation. Practical implications-Marketers involved with brands need a body of knowledge on which to base their marketing communication intelligence gathering and strategic planning. Originality/value-Provides exploratory research findings related to the use of automatic tools capable of mining emotions by gender in real time, that could enhance the feedback of customers toward their brands.

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Section: Resultsmentioning

confidence: 99%

mentioning

confidence: 99%

The Effect of Emotions on Brand Recall by Gender Using Voice Emotion Response with Optimal Data Analysis

Wang

Pestana

Moutinho

2017

Innovative Research Methodologies in Management

Self Cite

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“…Initial research has sought to understand how firms can use voice to connect with customers. To the best of our knowledge, Wang et al (2015) are the only marketing scholars to offer methodological innovations by analyzing voice data with custom voice analysis software, the Voice Emotion Response in Mandarin Chinese interphase, which extracts key prosody and source measures from voices and uses a weighted distance K-nearest neighbor algorithm to detect Bfull blown^emotions accurately 81.4% of the time.…”

Section: Marketing Intelligence For Value Creationmentioning

confidence: 99%

Unstructured data in marketing

Balducci

Marinova

2018

J. of the Acad. Mark. Sci.

192

140

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The rise of unstructured data (UD), propelled by novel technologies, is reshaping markets and the management of marketing activities. Yet these increased data remain mostly untapped by many firms, suggesting the potential for further research developments. The integrative framework proposed in this study addresses the nature of UD and pursues theoretical richness and computational advancements by integrating insights from other disciplines. This article makes three main contributions to the literature by (1) offering a unifying definition and conceptualization of UD in marketing; (2) bridging disjoint literature with an organizing framework that synthesizes various subsets of UD relevant for marketing management through an integrative review; and (3) identifying substantive, computational, and theoretical gaps in extant literature and ways to leverage interdisciplinary knowledge to advance marketing research by applying UD analyses to underdeveloped areas.

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“…The accuracy of human emotion recognition as been improved by utilizing advanced analysis methods and techniques including voice recognition (e.g. Wang, Chien & Moutinho, 2015), natural language processing, image processing and electroencephalography devices (Cambria, 2016).…”

Section: Source Form Sci-e and Vosviewermentioning

confidence: 99%

Global affective computing research in the period 1997-2017: a bibliometric analysis

Pestana

Wang

Moutinho

2018

IJMDA

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Notable fallouts in marketing and financial market prediction have raised the interest by the scientific community and the business world in Affective Computing (AfC). Automatically recognizing and responding to a user's affective states, AfC shows a great potential to improve companies capabilities of customer relationship management. The aim of this study is to evaluate this filed of research during the last twenty years, identifying for one side its evolution, by the major publications, citations, journals, authors, productive countries, productive institutions, and collaboration patterns; and for another side, identifying its trends through the analysis of research hotspots, burst keywords and areas of research done so far. This bibliometric analysis is based on the science citation index expanded (SCI-E), from the Institute of Scientific Information Web-of-Science, which is now firmly established as an integral part of research evaluation methodology especially within the scientific and applied fields. The results show a significant 4.19 rate of growth in AfC, doubling the number of publications in 4.02 years time. This field of interest is paving the way for creativity and innovation, and provides opportunities for its greater development. The authors expect to contribute to the theory, supplying researchers with new tools and enabling practitioners to improve their marketing strategies, constantly interested in collecting and predicting the attitudes of the consumers toward their products, brands or services.

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Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese

Cited by 8 publications

References 37 publications

The Effect of Emotions on Brand Recall by Gender Using Voice Emotion Response with Optimal Data Analysis

The Effect of Emotions on Brand Recall by Gender Using Voice Emotion Response with Optimal Data Analysis

Unstructured data in marketing

Global affective computing research in the period 1997-2017: a bibliometric analysis

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