scholarly journals The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures

2021 ◽  
Author(s):  
Rumen Pozharliev ◽  
Matteo De Angelis ◽  
Dario Rossi
Keyword(s):  
Augmented Reality ◽  
Willingness To Pay ◽  
Emotional Responses ◽  
Customer Segmentation ◽  
Processing Fluency ◽  
Physiological Measures ◽  
Affect Intensity ◽  
Skin Response ◽  
Standard Paper ◽  
Affective Intensity

AbstractDespite the growing application of augmented reality in advertising, there is limited understanding about how customers respond to their interaction with the augmented reality advertising and how it differs from a standard paper-based advertising. Augmented reality ads are immersive, interactive, and lifelike, which means they may help companies create an emotional connection with their customers. The authors test if customers would respond in terms of emotional and affective intensity differently to augmented reality versus standard paper-based advertising. The results of two laboratory studies that consider physiological measures of arousal (galvanic skin response), self-reported measure of affect intensity and willingness to pay show that the higher willingness to pay for customers exposed to augmented reality as opposed to standard paper-based ads is driven by the physiological arousal, but not by the self-reported affect intensity and that processing fluency possibly underlies consumer’s enhanced emotional responses toward AR. These results suggest that replacing traditional advertisements with augmented reality advertisements enhances customer physiological responses and willingness to pay, with possible implications on customer segmentation and marketing communication.

scholarly journals Pussy power

2020 ◽  
Vol 1 (2) ◽  
pp. 168-184
Author(s):  
Kai Huang ◽  
Elena Nicoladis
Keyword(s):  
Galvanic Skin Response ◽  
Emotional Response ◽  
First Language ◽  
Emotional Responses ◽  
Age Of Acquisition ◽  
Childhood Experiences ◽  
Skin Response ◽  
French And English ◽  
Taboo Words

Some previous research has suggested that words in multlinguals’ first language, particularly taboo words, evoke a greater emotional response than words in any subsequent language. In the present study, we elicited French-English bilinguals’ emotional responses to words in both languages. We expected taboo words to evoke higher emotional response than positive or negative words in both languages. We tested the hypothesis that the earlier that bilinguals had acquired the language, the higher the emotional responses. French-English bilinguals with long exposure to both French and English participated. Their galvanic skin response (GSR) was measured as they processed positive (e.g., mother), negative (e.g., war) and taboo (e.g., pussy) words in both French and English. As predicted, GSR responses to taboo words were high in both languages. Surprisingly, English taboo words elicited higher GSR responses than French ones and age of acquisition was not related to GSR. We argue that these results are related to the context in which this study took place (i.e., an English majority context). If this interpretation is correct, then bilinguals’ emotional response to words could be more strongly linked to recent emotional interactions than to childhood experiences.

VREED

2021 ◽  
Vol 5 (4) ◽  
pp. 1-20
Author(s):  
Luma Tabbaa ◽  
Ryan Searle ◽  
Saber Mirzaee Bafti ◽  
Md Moinul Hossain ◽  
Jittrapol Intarasisrisawat ◽  
...  
Keyword(s):  
Virtual Environments ◽  
Affective Computing ◽  
Pilot Trial ◽  
Emotional Responses ◽  
Physiological Signals ◽  
Skin Response ◽  
Electrocardiogram Ecg ◽  
Learning Analysis ◽  
Computing Literature ◽  
Healthy Participants

The paper introduces a multimodal affective dataset named VREED (VR Eyes: Emotions Dataset) in which emotions were triggered using immersive 360° Video-Based Virtual Environments (360-VEs) delivered via Virtual Reality (VR) headset. Behavioural (eye tracking) and physiological signals (Electrocardiogram (ECG) and Galvanic Skin Response (GSR)) were captured, together with self-reported responses, from healthy participants (n=34) experiencing 360-VEs (n=12, 1--3 min each) selected through focus groups and a pilot trial. Statistical analysis confirmed the validity of the selected 360-VEs in eliciting the desired emotions. Preliminary machine learning analysis was carried out, demonstrating state-of-the-art performance reported in affective computing literature using non-immersive modalities. VREED is among the first multimodal VR datasets in emotion recognition using behavioural and physiological signals. VREED is made publicly available on Kaggle1. We hope that this contribution encourages other researchers to utilise VREED further to understand emotional responses in VR and ultimately enhance VR experiences design in applications where emotional elicitation plays a key role, i.e. healthcare, gaming, education, etc.

The Traces of Emotions

2019 ◽  
pp. 113-136
Author(s):  
Brian H. Bornstein ◽  
Jeffrey S. Neuschatz
Keyword(s):  
Scientific Community ◽  
Legal Status ◽  
Lie Detection ◽  
Psychological Research ◽  
Emotional Reaction ◽  
Physiological Measures ◽  
Physiological Indicators ◽  
Emotional Displays ◽  
Skin Response ◽  
History Of

This chapter focuses on using suspects’ subtle emotional displays as an indication of their veracity. Münsterberg mentions several physiological indicators of an unconscious emotional reaction, such as changes in pulse, breathing, and galvanic skin response. The sorts of physiological measures described by Münsterberg foreshadow the polygraph, which relies on just such measures. The polygraph has been controversial since its inception and continues to be held in lower esteem by the scientific community than by law enforcement. The present chapter reviews psychological research on the polygraph as a lie detection tool. More specifically, it traces the history and uses of lie detectors, up to the most current methodologies. The chapter reviews the advantages and limitations of the various techniques used by polygraphers to establish the truth or deceptiveness of statements. Finally, the chapter discusses the history of the legal status of the polygraph.

The role of musical priming in brand recall

2019 ◽  
Vol 32 (5) ◽  
pp. 1112-1131 ◽  
Author(s):  
Gabriel Levrini ◽  
Cristian Luis Schaeffer ◽  
Walter Nique
Keyword(s):  
Emotional Response ◽  
Emotional Responses ◽  
Total Sample ◽  
Cognitive Effort ◽  
Self Report ◽  
Physiological Measures ◽  
Priming Effects ◽  
Content Type ◽  
Brand Recall ◽  
Online Sales

Purpose The purpose of this paper is twofold: first, to analyze whether musical priming induces greater recall of brands and, second, to study the emotional priming effects of music, in comparison with non-emotional music, including gender comparison. Design/methodology/approach Through the utilization of neuromarketing tools and protocols (quantitative and qualitative), the study explores facial eltromyography (EMG) capabilities and skin conductance responses (SCR) measuring consumers’ emotional responses. Findings The findings show that at least, 40 percent of the total sample recognized a musical priming effect. The study measures the emotional response to musical priming as positive. Emotional video recognition was much higher in females. Both the self-report and physiological measures support the notion that emotional background music can elicit emotional responses in consumers. Research limitations/implications The research measured emotional response to musical priming without testing how these responses influence consumers’ attention and overall behavior. Practical implications The five senses, especially hearing, play an important role in the purchasing decision process and in the individual customer experience. People become aware of the products and brands that surround them and make their choice. In terms of digital trading activities and online sales, increasing physiological understanding of musical priming reactions may mean that, for companies, selling low-end online goods may be economically worthwhile to cooperate with platforms such as Spotify or iTunes to select individual users. Social implications More research is needed in priming process techniques in order to better understand how primes activate knowledge in the consumer’s mind. Understanding this process will inform marketers how close a prime needs to be to a target to have an effective influence, as well as when marketers should be concerned about negative priming effects. Originality/value At the best of our knowledge, it is the first time that music priming is analyzed in terms of self-report and physiological measures From the measurement’s perspective, the results reaffirm that physiological and self-report measures capture different levels of information. While SCR and EMG capture real-time subconscious responses, MAN scale self-report data provide information regarding how cognitive effort, in terms of intensity and valence, affects brand recall.

scholarly journals Integrative View of Emotion and the Dedication-Constraint Model in the Case of Coffee Chain Retailers

2018 ◽  
Author(s):  
Daekil Kim ◽  
Byoungsoo Kim
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Positive Emotions ◽  
Negative Emotions ◽  
Emotional Responses ◽  
Future Research ◽  
Price Fairness ◽  
Integrative View ◽  
Constraint Model ◽  
Positive And Negative Emotions

: Following the phenomenal growth of and competition among coffee chain retailers, the coffee chain market has expanded substantially thanks to rising income levels, the increasing young population, and rapidly changing lifestyles. Attracting consumers’ attention and enhancing their loyalty behaviors have become very difficult for coffee chain retailers. This study seeks to understand the mechanisms through which emotions and the dedication-constraint model lead to brand loyalty and willingness to pay more to certain coffee chain retailers. Emotions and the dedication-constraint model are major factors in the research, but few studies have combined them to examine the formation of loyalty behaviors. This study synthesizes emotional responses and the dedication-constraint model to develop a theoretical model. Based on the ambivalent view of emotions, it also examines how positive and negative emotions affect the combination of brand loyalty and willingness to pay more to certain coffee chain retailers. Moreover, it identifies the antecedents of affective and calculative commitments in the context of coffee chain retailers. Our findings indicate that loyalty behaviors (dedication- and constraint-based mechanisms from brand loyalty and willingness to pay more to certain coffee chain retailers), emotional responses, and affective and calculative commitments significantly affect brand loyalty directly and indirectly through both positive and negative emotions. Furthermore, service quality, physical environment quality, and price fairness significantly affect affective commitments, while price fairness significantly affects both affective and calculative commitments. Finally, affective and calculative commitments significantly affect willingness to pay more, both directly and indirectly, through positive emotions and affect it directly through negative emotions. The results’ theoretical and managerial implications and possible future research directions are discussed.

scholarly journals Sport and Cultural Events: Willingness to Pay, Facial Expressions and Skin Response

2021 ◽  
Vol 8 (3) ◽  
pp. 201-214
Author(s):  
Seppo Suominen
Keyword(s):  
Willingness To Pay ◽  
Facial Expressions ◽  
Contingent Valuation Method ◽  
The Body ◽  
Sweat Glands ◽  
Cultural Events ◽  
Valuation Method ◽  
Skin Response ◽  
And Gender ◽  
Sport Events

The topic of this particular study is to combine facial expressions, skin response and willingness to pay (WTP) using an iMotions Platform. This software solution combines biosensors in human behaviour research. A useful method to estimate WTP is contingent valuation method (CV) (Mitchell and Carson 1989). The method has been widely used in cultural economics (Noonan 2003) and sport economics (Walker and Mondello 2007, Wicker et al. 2016a). CV method is made up of using surveys to elicit a willingness to pay for hypothetical changes in some good or service. Galvanic skin response (GSR), also known as electro dermal activity measures electrical activity conducted through sweat glands in the skin. It is an indication of the intensity of an emotion experienced (iMotions). GSR in an indication of stress (arousal of the sympathetic nervous system) in the body by appearing as continuous variation in the electrical characteristics of skin (De Brito and Mitchell 2019). Only joy and surprise are positively related to WTP, while the other emotions do no reveal anything. In addition, heart rate (GSR) and gender are significantly associated with WTP. Keywords: facial expressions, skin response, willingness to pay, sport events, cultural events

CAREFUL ATTUNEMENTS: THE CHOREOGRAPHING OF CARE THROUGH SMARTPHONE PRACTICES DURING, AND AFTER, CRISIS

2020 ◽  
Author(s):  
Caitlin McGrane ◽  
Larissa Hjorth
Keyword(s):  
Critical Reflection ◽  
Group Discussion ◽  
Self Care ◽  
Emotional Responses ◽  
Mobile Media ◽  
Care Practices ◽  
Affective Intensity ◽  
Australian Summer ◽  
Feminist Materialism

In this paper we explore how smartphone users in Victoria (Australia) used mobile and non-mobile media to find and manage information, emotions and networks during the 2019-2020 Australian summer bushfire crisis. Through arts-based methods that deployed drawing, critical reflection and group discussion, we sought to use techniques that elicit the emotional responses and motivations of our participants in and after the crisis. We draw on the concept of affective witnessing (Papailias, 2016; Richardson and Schankweiler, 2019) as a process whereby the boundaries between mourner and witness blur through the affective intensity of mobile media. We contextualise affective witnessing in terms of feminist materialism of care practices (Pols, 2012; Puig de la Bellacasa, 2011; Lupton and Hjorth, forthcoming) to focus on the importance of taking seriously care—care at a distance of family and friends, self-care and care of intimate digital publics.

scholarly journals A Web Application About Herd Immunity Using Personalized Avatars: Development Study

10.2196/20113 ◽  
2020 ◽  
Vol 22 (10) ◽  
pp. e20113
Author(s):  
Hina Hakim ◽  
Julie A Bettinger ◽  
Christine T Chambers ◽  
S Michelle Driedger ◽  
Eve Dubé ◽  
...  
Keyword(s):  
Design Process ◽  
Web Application ◽  
Vaccine Coverage ◽  
Controlled Trial ◽  
Herd Immunity ◽  
Emotional Responses ◽  
Public Library ◽  
Cognitive Responses ◽  
Road Map ◽  
Skin Response

Background Herd immunity or community immunity refers to the reduced risk of infection among susceptible individuals in a population through the presence and proximity of immune individuals. Recent studies suggest that improving the understanding of community immunity may increase intentions to get vaccinated. Objective This study aims to design a web application about community immunity and optimize it based on users’ cognitive and emotional responses. Methods Our multidisciplinary team developed a web application about community immunity to communicate epidemiological evidence in a personalized way. In our application, people build their own community by creating an avatar representing themselves and 8 other avatars representing people around them, for example, their family or coworkers. The application integrates these avatars in a 2-min visualization showing how different parameters (eg, vaccine coverage, and contact within communities) influence community immunity. We predefined communication goals, created prototype visualizations, and tested four iterative versions of our visualization in a university-based human-computer interaction laboratory and community-based settings (a cafeteria, two shopping malls, and a public library). Data included psychophysiological measures (eye tracking, galvanic skin response, facial emotion recognition, and electroencephalogram) to assess participants’ cognitive and affective responses to the visualization and verbal feedback to assess their interpretations of the visualization’s content and messaging. Results Among 110 participants across all four cycles, 68 (61.8%) were women and 38 (34.5%) were men (4/110, 3.6%; not reported), with a mean age of 38 (SD 17) years. More than half (65/110, 59.0%) of participants reported having a university-level education. Iterative changes across the cycles included adding the ability for users to create their own avatars, specific signals about who was represented by the different avatars, using color and movement to indicate protection or lack of protection from infectious disease, and changes to terminology to ensure clarity for people with varying educational backgrounds. Overall, we observed 3 generalizable findings. First, visualization does indeed appear to be a promising medium for conveying what community immunity is and how it works. Second, by involving multiple users in an iterative design process, it is possible to create a short and simple visualization that clearly conveys a complex topic. Finally, evaluating users’ emotional responses during the design process, in addition to their cognitive responses, offers insights that help inform the final design of an intervention. Conclusions Visualization with personalized avatars may help people understand their individual roles in population health. Our app showed promise as a method of communicating the relationship between individual behavior and community health. The next steps will include assessing the effects of the application on risk perception, knowledge, and vaccination intentions in a randomized controlled trial. This study offers a potential road map for designing health communication materials for complex topics such as community immunity.

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