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Publication Tag: Consumer Research

An overview of all publications that have the tag you selected.

2017
21 citations
Asians’ Facial Responsiveness to Basic Tastes by Automated Facial Expression Analysis System
Zhi, Cao, Cao
Growing evidence indicates that consumer choices are predominantly driven by unconscious mechanisms, measurable through behavioral assessments. This study applies automatic facial expression analysis to represent consumers’ emotions and explores the relationship between sensory perception and facial responses. Participants were exposed to basic taste solutions—sourness, sweetness, bitterness, umami, and saltiness—at six concentration levels, plus water, encompassing most flavors found in food and beverages. The study focuses on analyzing facial expression characteristics and their correlation with hedonic liking among Asian consumers, addressing a gap in research that has primarily centered on Western populations. Results demonstrate that facial expressions can distinguish between stimuli of varying concentrations and hedonic levels. Perceived liking increased at lower concentrations and decreased at higher ones, with medium concentrations being most pleasant, except for sweetness and bitterness. High correlations were found between perceived intensities of bitterness, umami, saltiness, and facial reactions of disgust and fear. Disgust and anger expressions characterized “dislike,” happiness indicated “like,” and neutral expressions represented “neither like nor dislike.” These findings align with sensory emotions elicited by basic taste solutions and are consistent with research on Western consumers. The study underscores the potential of automatic facial expression analysis in understanding true consumer emotions, aiding product development and improvement.
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2012
536 citations
Emotion-Induced Engagement in Internet Video Advertisements
Teixeira, Wedel, Pieters
This study demonstrates how advertisers can utilize emotion and attention to engage consumers with Internet video advertisements. Through a controlled experiment, the authors evaluated joy and surprise using automated facial expression detection across a sample of ads. They measured attention concentration via eye tracking and assessed viewer retention by monitoring zapping behavior. This approach enabled testing predictions about the interplay between these emotions and individual attention differences during exposure. Findings indicate that both surprise and joy effectively focus attention and retain viewers. Notably, the intensity of surprise has a greater impact on attention concentration than its rate of change , whereas the velocity of joy influences viewer retention more than its level. Additionally, the effect of joy is asymmetric, with increases yielding higher gains than decreases result in losses. Based on these insights, the authors developed representative emotion trajectories to aid in ad design and testing.
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2006
612 citations
How to capture the heart? Reviewing 20 years of emotion measurement in advertising
Poels & Dewitte
In recent decades, emotions have become a significant research focus across behavioral sciences, particularly in advertising. However, the literature on measuring emotions in advertising lacks clarity. This article aims to update the various methods used for measuring emotions in advertising, discussing their validity and applicability. It also examines the relationship between emotions and traditional measures of advertising effectiveness, offering recommendations for using different methods and suggesting directions for future research.
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2015
53 citations
Charitable Giving, Emotions, and the Default Effect
Noussair & Habetinova
We report an experiment to study the effect of defaults on charitable giving. In three different treatments, participants face varying default levels of donation. In three other treatments that are paired with the first three, they receive the same defaults, but are informed that defaults are thought to have an effect on their donation decisions. The emotional state of all individuals is monitored throughout the sessions using Facereading software, and some participants are required to report their emotional state after the donation decision. We find that the level at which a default is set has no effect on donations, and informing individuals of the possible impact of defaults also has no effect. Individuals who are happier and in a more positive overall emotional state donate more. Donors experience a negative change in the valence of their emotional state subsequent to donating, when valence is measured with Facereading software. This contrasts with the self-report data, in which donating correlates with a more positive reported subsequent emotional state.
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2015
11 citations
Consumers Economic Behavior and Emotions: the case of iphone 6 in Neuromarketing
Neto & Filipe
In the current era, consumers’ fascination for many notable brands in the market is rising considerably. This effect shows that many companies are trying to consistently reproduce this effect in their current customers and thus look for creating a strong identification with their brand, which allows the company to add new economic value. However, the vast majority of these companies find limitations in the way traditional marketing works to achieve a necessary emotional state for the generation of a brand identification. Thus, it is necessary to go further and use more effective tools for the study of consumer behavior. An interesting possibility is the use of Neuromarketing, emphasizing research methods for studying people’s emotional feelings by facing stimuli related to a specific brand. From this analysis, companies may adjust their commercial and economic strategy to take advantage of their brand’s competitive positioning in the market.
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2016
26 citations
The effect of savoury plants, fermented with lactic acid bacteria, on the microbiological contamination, quality, and acceptability of unripened curd cheese
Mozuriene, Bartkiene, Juodeikiene, et al
Five bacteriocin-producing lactic acid bacteria strains were selected to ferment Satureja montana L. and Rhaponticum carthamoides plants. The resulting bioproducts were incorporated into unripened curd cheese. LAB counts in these bioproducts ranged from 7.46 to 9.42 log10 CFU/g, varying with the LAB strain and plant species. Pediococcus pentosaceus KTU05-8 demonstrated adaptability in both plant media under submerged and solid-state fermentation. Fermentation of Sm and Rc with LAB significantly reduced mesophilic bacteria spores, enterobacteria, yeast, and fungi. Adding these bioproducts to curd cheese lowered pH, increased titratable acidity, enhanced volatile compounds , and improved cheese acceptability. Compared to non-fermented Sm, Lactobacillus sakei-fermented bioproducts reduced biogenic amine content in cheese.
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2015
88 citations
Characterizing consumer emotional response to sweeteners using an emotion terminology questionnaire and facial expression analysis
Leitch, Duncan, O’Keefe, Rud, Gallagher
Concerns associated with sugar-sweetened beverages have led to an increased consumer demand for sweetener alternatives that are functionally equivalent to sucrose without the associated health risks. Measuring consumer emotions has the potential to aid the industry in subsequent ingredient decision-making. The purpose of this study was to evaluate the relationship of consumer acceptability and emotional response of sweeteners in tea using a 9-point hedonic scale, an emotion term questionnaire , and a facial expression response . Participants evaluated a water sample , two sucrose-tea samples , and four equi-sweet alternative sweetener-tea samples , divided by category . Sessions were divided by category and emotional response tool in a cross-over design. Facial expression responses were recorded in the first session of both days using FaceReader 5.0 and individual participant videos were analyzed per sample for 5-s post-consumption in the continuous analysis setting using automated facial expression analysis software. Emotional term responses were collected in the second session of each day and count frequencies of each term per sample were tabulated and analyzed. Hedonic acceptability was rated in all sessions on a 9-point scale. Alternative sweeteners were all rated ‘acceptable’ , except for honey in one session. Only one alternative in each category was statistically different in liking from sucrose. Facial analysis showed minimal differences in emotion elicited across sweetener categories. Time series analysis was more robust in showing differences than baseline comparisons. Emotional term selection using a CATA questionnaire showed four unique terms for natural sweeteners and two unique terms for artificial sweeteners. More research exploration related to emotions and food is needed in order to accrue a more accurate picture of consumer product preferences.
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2016
40 citations
Consumer facial expression in relation to smoked ham with the use of face reading technology . The methodological aspects and informative value of research results
Kostyra, Rambuszek, Waszkiewicz-Robak, Laskowski, Blicharski, Polawska,
The study determined the emotional reactions of consumers in relation to hams using face visualization method, which was recorded by FaceReader . The aims of the research were to determine the effect of the ham samples on the type of emotion, to examine more deeply the individual emotional reactions of consumers and to analyse the emotional variability with regard to the temporal measurement of impressions. The research involved testing the effectiveness of measuring emotions in response to the ongoing flavour impression after consumption of smoked hams. It was found that for all of the assessed samples, neutral and negative emotions prevailed as the overall emotions recorded during the assessment of the taste/flavour impression. The range of variability of the overall emotions depended more on the consumer reactions and less on the properties of the assessed product. Consumers expressed various emotions in time and the ham samples evoked different emotional reactions as an effect of duration of the impression.
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2014
17 citations
The use of face reading technology to predict consumer acceptance of confectionery products.
Juodeikiene, Basinskiene, Vidmantiene, Klupsaite, Bartkiene
Traditional sensory and consumer tests often fail to accurately predict consumer acceptance of new products, as evidenced by their high market failure rates. These tests typically reflect conscious processes, whereas consumer acceptance may also be influenced by unconscious processes. This study aimed to determine whether facial expressions measured using Noldus FaceReader technology can differentiate between various sugar confectionery products and whether these facial reactions can explain liking ratings on hedonic scales. Naive consumers from Kaunas University of Technology participated in the study. They were asked to rate samples with intentional facial expressions, which were recorded and analyzed using the FaceReader program . The results showed significant differences between facial expressions elicited by different sugar confectionery samples, which corresponded well with introspective liking ratings. Positive correlations were found between the “happy” facial expression and self-reported liking ratings, while negative correlations were observed for the “sad” expression. These findings suggest that the “happy” and “sad” expressions may be valuable descriptors for explaining the self-reported hedonic quality of sweets and chocolates. The study concludes that Noldus FaceReader technology is sufficiently accurate for differentiating between sugar confectionery products and can provide additional insights beyond conventional acceptance tests.
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2014
108 citations
ANS responses and facial expressions differentiate between the taste of commercial breakfast drinks
de Wijk, He, Mensink, Verhoeven, de Graaf
The high failure rate of new market introductions, despite initial successful testing with traditional sensory and consumer tests, necessitates the development of other tests. This study explored the ability of selected physiological and behavioral measures of the autonomic nervous system to distinguish between repeated exposures to foods from a single category and with similar liking ratings. In this within-subject study, 19 healthy young adults sipped from five breakfast drinks, each presented five times, while ANS responses , facial expressions, liking, and intensities were recorded. The results showed that liking was associated with increased heart rate and skin temperature, and more neutral facial expressions. Intensity was associated with reduced heart rate and skin temperature, more neutral expressions, and more negative expressions of sadness, anger, and surprise. Strongest associations with liking were found after 1 second of tasting, whereas strongest associations with intensity were found after 2 seconds of tasting. Future studies should verify the contribution of the additional information to the prediction of market success.
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