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Publication Tag: Consumer Research

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2023
8 citations
The relationship between charitable giving and emotional facial expressions: Results from affective computing
A. Shepelenko, P. Shepelenko, A. Obukhova, V. Kosonogov, A. Shestakova
In this research, FaceReader software is used to explore the relationship between charitable giving and emotional facial expressions: results from affective computing, providing objective data on emotional responses and facial muscle activities.
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2023
8 citations
You Look like You’ll Buy It! Purchase Intent Prediction Based on Facially Detected Emotions in Social Media Campaigns for Food Products
K. Tzafilkou, A. A. Economides, F. R. Panavou
Understanding the online behavior and purchase intent of consumers in social media can bring significant benefits to ecommerce business and consumer research community. Despite the tight links between emotions and purchase decisions, previous studies focused primarily on predicting through web analytics, sales, and historical data. Here, we use facially expressed emotions detected by FaceReader OnlineTM while watching video campaigns for food products (yogurt, nut butters) is suggested to infer consumer intent. A multi-stage experiment was set, collecting data from 154 valid sessions from 74 participants. A set of different classification models were deployed, and performance evaluation metrics were compared. The models included Neural Networks (NNs), Logistic Regression (LR), Decision Trees (DTs), Random Forest (RF), and Support Vector Machine (SVM). NNs proved highly accurate (90–91%) in predicting consumers’ intention to buy or try the product, while RF showed promising results (75%). Expressions of sadness and surprise indicated the highest levels of importance, with DTs correspondingly. Low arousal, micro expressions, might be sufficient input based on instances decoded emotions.
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2023
6 citations
Predicting Perceived Hedonic Ratings through Facial Expressions of Different Drinks
Y. Matsufuji, K. Ueji, T. Yamamoto
Previous studies have established the utility of facial expressions as an objective assessment approach for determining hedonics (overall pleasure) in food and beverages. This study endeavors to validate the conclusions drawn from preceding research, illustrating that facial expressions prompted by tastants possess the capacity to forecast perceived hedonic ratings of these tastants. Facial expressions of 29 female participants, aged 18-55 years, were captured using a digital camera during their consumption of diverse concentrations of solutions representative of five basic tastes. Employing the widely employed expression analysis application FaceReader, emotions were meticulously assessed, identifying seven emotions (surprise, happiness, scare, neutral, disgust, sadness, anger) characterized by scores ranging from 0-1, a numerical manifestation of emotional intensity. Simultaneously, participants rated each solution, utilizing a scale spanning -5 (extremely unpleasant) to +5 (pleasant). A multiple linear regression analysis model was devised. The model’s efficacy was scrutinized assessing emotion when applied to 11 additional taste solutions, sampled from 20 other participants. The anticipated results demonstrated robust alignment and agreement with observed ratings, underpinning the validity of earlier findings, even when incorporating software-based stimuli across a varied participant base. We discuss some limitations and practical implications of our technique in predicting beverage hedonics.
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2023
102 citations
Risk, Trust, and Emotion in Online Pharmacy Medication Purchases: Multimethod Approach Incorporating Customer Self-Reports, Facial Expressions, and Neural Activation (Preprint)
S. Ersöz, A. Nissen, R. Schütte
BACKGROUND: Online pharmacies are used less than other e-commerce sites in Germany. Shopping behavior does not correspond to consumption behavior, as online purchases predominantly made for over-the-counter (OTC) medications. OBJECTIVE: The objective of this study was to understand the purchasing experiences of pharmacy customers in terms of critical factors for adoption. METHODS: This examined perceived risk, trust, and emotions related to medications and, consequently, purchase intention toward pharmacies. In a within-subjects design (N=37 participants), 2 German with different perceptions of risk, trust, were investigated their main business, namely OTC and prescription drugs. results preliminary led 1 high significantly low self-reported by prestudy sample. Emotions measured multimethod approach during and after situation follows: (1) neural evaluation processes using functional near-infrared spectroscopy, (2) automated direct motor response use via facial expression analysis (FaceReader), and (3) subjective evaluations through self-reports. Following shopping at both product types, assessed self-assessments. RESULTS: rated differently emotions, intention. high-risk also having lower vice versa. Significantly stronger negative emotional expressions on customers’ faces activations ventromedial prefrontal cortex, dorsomedial when drugs from low-risk pharmacy, combined line this, self-ratings indicated higher pharmacy. Moreover, ratings showed CONCLUSIONS: Using measurements, we that preceding activation subsequent verbal reflected immediate expressions. High-risk lead trigger imply loss. Low-risk weaker signify certainty reward. may provide an explanation why purchased more frequently CLINICALTRIAL: University Duisburg-Essen, Germany (21-9995-BO)
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2021
31 citations
Sensory Features, Liking and Emotions of Consumers towards Classical, Molecular and Note by Note Foods
A. Głuchowski, E. Czarniecka‐Skubina, E. Kostyra, G. Wasiak‐Zys, K. Bylinka
Modern cuisine served at top-end restaurants attempts to attract customers, who increasingly demand new flavor, pleasure, and fun. The materials were six dishes prepared using lemon or tomatoes made in the traditional (classical), molecular and Note by Note (NbN) versions. The study explores sensory characteristics, consumer liking, of key attributes, their declared sensations, emotions, as well as consumers’ facial expressions responding to dishes. These objectives were investigated using descriptive quantitative analysis tests. Tests included a 9-point hedonic scale for degree of dish, Check-All-That-Apply (CATA) and FaceReader expressions. Influence of factors associated with attitudes toward food and willingness to try in the future also determined. It was stated that product profiles represent different characteristics due to technology and production ingredients used. Neophobia and innovativeness had significant (p ≤ 0.05) effect on liking. Odor-, flavor-, texture- and overall-liking of NbN were lower than versions, but did not vary from scores of samples. Consumers experienced liking for NbN, but expected higher experienced-liking. Traditional and modern products differed in CATA terms. Classical perceived by consumers as more tasty, typical, while modern as surprising, intriguing, innovative and trendy. Mimic assessment showed similar trends for some emotions in both classical and separate temporal patterns of products.
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2023
6 citations
Sludged! Can financial literacy shield against price manipulation at the shops?
T. West, D. Butler, L. Smith
In this research, FaceReader software is used to explore sludged! can financial literacy shield against price manipulation at the shops?, providing objective data on emotional responses and facial muscle activities.
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2021
25 citations
The Evaluation of Dark Chocolate-Elicited Emotions and Their Relation with Physico Chemical Attributes of Chocolate
E. Bartkienė, E. Mockus, E. Mozuriene, J. Klementavičiutė, E. Monstaviciute, V. Starkutė, P. Zavistanavičiūtė, E. Zokaitytė, D. Černauskas, D. Klušaitė
The aim of this study was to evaluate the effect of different origin (Venezuela, Ghana, Peru) dark chocolates on emotions induced for consumers, and analyse the relationships among overall acceptability (OA), emotions, physicochemical attributes of chocolate (fatty acids (FAs) and volatile compounds (VC)). Chocolate-elicited emotions were measured with FaceReader 8 software, scaling 10 emotion patterns (neutral, happy, sad, angry, surprised, scared, disgusted, contempt, valence, arousal). OA was carried out using a 10-point hedonic scale, ranging from 1 (extremely dislike) to 10 (like). Obtained results showed that, all chocolate-elicited emotions intensity “happy” was highest. In most cases, influence consumers significant (except “neutral”, “scared”, “disgusted”). Significant differences between tested chocolate were not found. FAs had identified VC content main FAs (methyl palmitate, methyl stearate, cis,trans-9-oleic acid ester, linoleate). Correlations were separate. Finally, that significantly influenced chocolate, while or can be used as quality indicators related OA, well emotions.
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2024
8 citations
FaceReader as a neuromarketing tool to compare the olfactory preferences of customers in selected markets
J. Berčík, A. Mravcová, E. Sendra, D. López‐Lluch, A. Farkaš
The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of customers in two selected countries. This paper examines the subconscious/unconscious perception of fragrances. In this case, it is not classical qualitative sensory testing but the perception of fragrances. The aim of the study is to identify associations of scents related to sales through images of aromas. A special platform was used to obtain implicit feedback, which allows online collection of implicit feedback using software 7. Findings: The authors noticed different moods respondents respond when they answered the question about what they associate with the smell of products. Respondents, can be explained by higher pleasant mood. The main contribution of the work lies in new opportunities that marketing research can rely not only on explicit but also implicit data. Extension of methodological apparatus presupposes some form of control of data collected by questionnaire. The use of biometric tools represent an efficient alternative in terms of time and money for selection/research of specific stores/departments. Research limitations/implications: It must be noted the sample is small, adequate conclusions cannot be made for the entire population. Based on empirical findings, pandemic-related limitations, plan to conduct similar real aroma samples even larger tested, considering weather, season, sensitivity (anosmia, hyposmia, normosmia) of participant and fatigue (beginning and end of week). Originality/value: Today, marketers are facing the greatest challenge how to attract consumers’ attention. Every individual has shopping environment based his own experience, beliefs and attitudes. That is why techniques and approaches becoming increasingly popular in environment.
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2019
87 citations
Factors Affecting Consumer Food Preferences: Food Taste and Depression-Based Evoked Emotional Expressions with the Use of Face Reading Technology
E. Bartkiene, V. Steibliene, V. Adomaitiene, G. Juodeikiene, D. Cernauskas
In this research, FaceReader software is used to explore factors affecting consumer food preferences: food taste and depression-based evoked emotional expressions with the use of face reading technology, providing objective data on emotional responses and facial muscle activities.
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2022
8 citations
How corporate social responsibility moderates the relationship between distributive unfairness and organizational revenge: a deontic justice perspective
W. Deng, M. Jia, Z. Zhang
This paper aims to investigate the differential moderating effects of two types (internal/external) of corporate social responsibility (CSR) on the relationship between distributive injustice and organization-directed revenge through the mediating role of negative emotions. Study 1 was a vignette study based on a sample of 501 part-time master of business administration students in China aimed at testing different levels of internal (external) CSR. Study 2 involved a laboratory experiment which 108 postgraduate were recruited to scrutinize contrasting CSR (internal vs. external) test the underlying mechanisms. The latest facial expression analysis technology (FaceReader 5.0 software) was used to detect participants’ emotional state. Findings demonstrates that CSR buffers organizational behavior. However, the effect of external CSR is not significant. Compared with CSR, internal CSR induces fewer emotions. The presence of emotions detected by software also verified. Practical implications authors hope findings this can provide theoretical references for enterprise managers to enhance their employee governance, develop more effective intervention policies, and formulate corresponding coping to prevent and mitigate workplace behaviors. Originality/value First, enriches the literature on organization introducing CSR as an governance tool. Second, reconciles prior inconsistent about response occurrence events distinguishing examining. Such distinction derived from heterogeneous justice perceptions arising actions. In addition, measure multi-method approach integrating PANAS scale, represents method advancement provides measuring.
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