Case Study

FaceReader can predict advertising effectiveness

In this study FaceReader Online was used to analyse facial expressions while participants watched an amusing advertisement from their own home. Facial expressions of happiness were automatically analysed by facereader.

A custom analysis was done where for each participant the top 10% of expression were used (although similar results were found with a different cut-off score). They found that facial expressions of happiness could reliably distinguish between amusing and non-amusing video advertisements. In addition, advertisement effectiveness of amusing video ads was related to the theoretically most obvious candidate emotion – happiness, and not with any other basic emotion. This makes it a suitable tool for consumer research.


Lewinski, P., Fransen, M., & Tan, E. (2014) Predicting Advertising Effectiveness by Facial Expression in Response to Amusing Persuasive Stimuli. Journal of Neuroscience, Psychology, and Economics, 7(1), 1-14.

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