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Publication Tag: Marketing

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

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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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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2025
61 citations
Inflence of Audiovisual Stimuli on Emotions and Sustainable Consumptions Behavior
M. A. Mateus, A. G. Rincon
In this research, FaceReader software is used to explore inflence of audiovisual stimuli on emotions and sustainable consumptions behavior, providing objective data on emotional responses and facial muscle activities.
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2018
18 citations
Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience
J. A. Rodas-Areiza, L. A. Montoya-Restrepo
In this research, FaceReader software is used to explore methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience, providing objective data on emotional responses and facial muscle activities.
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2022
23 citations
Emotional, cognitive and conative response to influencer marketing
P. Weinlich, T. Semerádová
Leveraging FaceReader technology, current business statistics and extant academic research stress the importance of influencer marketing. In 2019, the YouTube beauty community witnessed the largest product launch in ecommerce history,…
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2018
6 citations
Dissonance of Selected Neuroscience Techniques at Detection of Emotions in Advertising Spots
K. Neomániov, J. Berčík, E. Horská
Leveraging FaceReader technology, in addition to advanced brain imaging techniques and growing interest in the study of consumer reactions and influence on marketing stimuli, a new interdisciplinary study has developed on the borderland of neuroscience, economic and psychological studies – neuromarketing. Despite a certain form of insecurity whether technologies provide useful information for control marketing, more marketers identify their application in conventional market research. The main aim of this contribution is to clarify the selected advertising spot final emotional state consumers by researching activity of respondents somatic nervous system, specifically face expressions. Cortical activity was detected by 16channel wireless electroencephalograph Epoc, changes in mimic muscles were monitored by biometric device Facereader Noldus. The subject research dissonance neuroscience chosen advertising appeals like fear, disgust, sadness. In the end our contribution, way using technology psychology detection involvement in explained.
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2022
26 citations
Does Age Matter? Using Neuroscience Approaches to Understand Consumers’ Behavior towards Purchasing the Sustainable Product Online
M. C. Chiang, C. Yen, H. L. Chen
In recent years, online shopping platforms have displayed more sustainable products to attract consumer attention. Understanding the effect of age on consumers’ responses can provide a broader understanding of the critical role of psychological and physiological eye tracking, EEG recordings, and FaceReader software. Eye tracker data indicated that the older group had fewer eye movements than the younger group. The temporal and frontal cortices of groups showed differences in activity. The research also analyzed faces of adults using FaceReader software; the main expressions observed occurred happy, surprised, and neutral. This study enhances our psychology and behavior regarding neuromarketing research, combining noninvasive neuroscience methods to present data.
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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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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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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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