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Emotion and advertising effectiveness: A novel facial expression analysis approach

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  • Hamelin, Nicolas
  • Moujahid, Othmane El
  • Thaichon, Park

Abstract

Neuroscience has revealed the importance of emotion in the human cognitive process. For the first time, a GfK-EMO Scan, a facial expression recognition software developed by the Fraunhofer Institute for Integrated Circuits IIs, is used to investigate the long-term effect of advertising on individual attitudes toward driving. The effects of high emotional and low emotional advertising were measured using the GfK-EMO software on 60 participants with a 50/50 male to female ratio. Each participant was subjected to either a high emotional or low emotional safe driving video advertisement. While watching the advertisement, the GfK-EMO facial recognition software recorded the unconscious emotions of participants who were also requested to fill a modified version of the National Survey of Speeding Attitudes and Behavior. A driving attitude score was then computed using this survey directly after the participant had viewed the advertisement and again two weeks later. Noticeable differences in the attitude score were recorded between participants having watched the high emotional advertisement against participants having watched the low emotional advertisement. The high emotional advertisement generated a higher and more durable safe driving attitude score in comparison to the low emotional advertisement.

Suggested Citation

  • Hamelin, Nicolas & Moujahid, Othmane El & Thaichon, Park, 2017. "Emotion and advertising effectiveness: A novel facial expression analysis approach," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 103-111.
    • Handle: RePEc:eee:joreco:v:36:y:2017:i:c:p:103-111
    DOI: 10.1016/j.jretconser.2017.01.001
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    References listed on IDEAS

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    1. Loewenstein, George, 1996. "Out of Control: Visceral Influences on Behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 65(3), pages 272-292, March.
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    1. Hamelin, Nicolas & Thaichon, Park & Abraham, Christopher & Driver, Nicholas & Lipscombe, Joe & Pillai, Jayarethanam, 2020. "Storytelling, the scale of persuasion and retention: A neuromarketing approach," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    2. Quach, Sara & Septianto, Felix & Thaichon, Park & Chiew, Tung Moi, 2021. "Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
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    4. Rosengren, Sara & Bondesson, Niklas, 2017. "How organizational identification among retail employees is affected by advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 204-209.
    5. Arturas Kaklauskas & Ieva Ubarte & Matas Kozlovas & Justas Cerkauskas & Dainius Raupys & Irene Lill & Raido Puust, 2020. "Video Neuroadvertising Recommender System," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 14(1), pages 1-9.
    6. Razzaq, Ali & Shao, Wei & Quach, Sara, 2024. "Meme marketing effectiveness: A moderated-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Miguel Baños-González & Mario Rajas-Fernández & Dolores Lucía Sutil-Martín, 2021. "Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study," IJERPH, MDPI, vol. 18(16), pages 1-18, August.
    8. Monica Ţichindelean (Beca) & Mihai Ţichindelean, 2019. "A Study Of Banking Marketers' Perception Regarding The Use Of Neuromarketing Techniques In Banking Services," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(21), pages 1-8.
    9. Pedro Almeida & Paulo Rita & Diego Costa Pinto & Márcia Herter, 2024. "The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 543-556, September.
    10. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    11. Yoo, Jenny Jeongeun & Song, Sangyoung & Jhang, Jihoon, 2022. "Overhead aversion and facial expressions in crowdfunding," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    12. Ahmed H. Alsharif & Nor Zafir Md Salleh & Rohaizat Baharun & Alharthi Rami Hashem E & Aida Azlina Mansor & Javed Ali & Alhamzah F. Abbas, 2021. "Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes," Sustainability, MDPI, vol. 13(11), pages 1-25, June.
    13. Ahmed H. Alsharif & Nor Zafir Md Salleh & Alharthi Rami Hashem E & Ahmad Khraiwish & Lennora Putit & Lily Suriani Mohd Arif, 2023. "Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers," Sustainability, MDPI, vol. 15(5), pages 1-27, March.
    14. Ahmed H. Alsharif & Nor Zafir Md Salleh & Mazilah Abdullah & Ahmad Khraiwish & Azmirul Ashaari, 2023. "Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda," SAGE Open, , vol. 13(1), pages 21582440231, February.

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