Measurable Emotions: How Television Ads Really Work

Micu, Anca C.; Plummer, Joseph T.

doi:10.2501/s0021849910091300

Cited by 96 publications

(48 citation statements)

References 26 publications

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“…Micu and Plummer [26] measured zygomatic major (AU12) activity using facial electromyography (EMG) whilst people watched TV ads. The results provided evidence that physiological measurements capture different information from selfreported feelings.…”

Section: Market Researchmentioning

confidence: 99%

Predicting Ad Liking and Purchase Intent: Large-Scale Analysis of Facial Responses to Ads

McDuff

Kaliouby

Cohn

et al. 2015

IEEE Trans. Affective Comput.

127

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Abstract-Billions of online video ads are viewed every month. We present a large-scale analysis of facial responses to video content measured over the Internet and their relationship to marketing effectiveness. We collected over 12,000 facial responses from 1,223 people to 170 ads from a range of markets and product categories. The facial responses were automatically coded frameby-frame. Collection and coding of these 3.7 million frames would not have been feasible with traditional research methods. We show that detected expressions are sparse but that aggregate responses reveal rich emotion trajectories. By modeling the relationship between the facial responses and ad effectiveness we show that ad liking can be predicted accurately (ROC AUC=0.85) from webcam facial responses. Furthermore, the prediction of a change in purchase intent is possible (ROC AUC=0.78). Ad liking is shown by eliciting expressions, particularly positive expressions. Driving purchase intent is more complex than just making viewers smile: peak positive responses that are immediately preceded by a brand appearance are more likely to be effective. The results presented here demonstrate a reliable and generalizable system for predicting ad effectiveness automatically from facial responses without a need to elicit self-report responses from the viewers. In addition we can gain insight into the structure of effective ads.

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Section: Market Researchmentioning

confidence: 99%

Predicting Ad Liking and Purchase Intent: Large-Scale Analysis of Facial Responses to Ads

McDuff

Kaliouby

Cohn

et al. 2015

IEEE Trans. Affective Comput.

127

View full text Add to dashboard Cite

show abstract

“…Whereas SC and EMG capture momentto-moment subconscious emotional responses, self-report measures provide information on consumers' emotional responses involving cognitive effort (Jaeger et al, 2013;Micu & Plummer, 2010). Although consumers do not respond to colours and typefaces at a physiological level during short exposure durations, a conscious response occurs via self-report measures.…”

Section: Discussionmentioning

confidence: 99%

“…Hazlett and Hazlett (1999) use facial EMG to study the valence of consumer emotional responses to commercials. Micu and Plummer (2010) also use facial EMG and SC to measure the effectiveness of commercials. Their research shows that compared to self-report measures, physiological measures capture additional information for the understanding of the dynamics of the emotional responses, especially during a commercial.…”

Section: Research On Emotionmentioning

confidence: 99%

“…Facial EMG effectively measures nonvisible micro-emotional responses that make muscles tense or relax (Harrigan, Rosenthal, & Scherer, 2008). Facial EMG has been used in academic research in several domains, such as the study of emotional response to television commercials (Micu & Plummer, 2010) and the assessment of food evaluation (Rey, González, Martínez-de-Juan, Benedito, & Mulet, 2007).…”

Section: Dependent Measuresmentioning

confidence: 99%

See 1 more Smart Citation

Emotional responses towards food packaging: A joint application of self-report and physiological measures of emotion

Liao

Corsi

Chrysochou

et al. 2015

Food Quality and Preference

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a b s t r a c tIn this paper we investigate consumers' emotional responses to food packaging. More specifically, we use self-report and physiological measures to jointly assess emotional responses to three typical food packaging elements: colours (low-wavelength vs. high-wavelength), images (positive vs. negative) and typefaces (simple vs. ornate). A sample of 120 participants was exposed to mock package design concepts of chocolate blocks. The results suggest that images generate an emotional response that can be measured by both self-report and physiological measures, whereas colours and typefaces generate emotional response that can only be measured by self-report measures. We propose that a joint application of self-report and physiological measures can lead to richer information and wider interpretation of consumer emotional responses to food packaging elements than using either measure alone.

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“…Biegler et al 2015;Emamalizadeh 1985). The persuasive techniques used in television commercials, such as emotional music (Strobin et al 2015), an interesting storyline (Micu & Plummer 2010), and nostalgia (Merchant et al 2013), all aim to subtly engage the audience to the firm's brand, without its members really being aware (Gevens et al 2014). The ethics of persuasion here depend on the perspective taken.…”

Section: Gamification Ethics and Engagementmentioning

confidence: 99%

The Ethics of Gamification in a Marketing Context

Thorpe

Roper

2017

J Bus Ethics

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Gamification is an increasingly common marketing tool. Yet, to date, there has been little examination of its ethical implications. In light of the potential implications of this type of stealth marketing for consumer welfare, this paper discusses the ethical dilemmas raised by the use of gamified approaches to marketing. The paper draws on different schools of ethics to examine gamification as an overall system, as well as its constituent parts. This discussion leads to a rationale and suggestions for how gamification could be regulated and/or controlled by more informal codes of conduct. The paper ends by outlining a practical framework which businesses can use to evaluate the potential ethical implications raised by their own gamified marketing techniques.

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Measurable Emotions: How Television Ads Really Work

Cited by 96 publications

References 26 publications

Predicting Ad Liking and Purchase Intent: Large-Scale Analysis of Facial Responses to Ads

Predicting Ad Liking and Purchase Intent: Large-Scale Analysis of Facial Responses to Ads

Emotional responses towards food packaging: A joint application of self-report and physiological measures of emotion

The Ethics of Gamification in a Marketing Context

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