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Using the Facereader Method to Detect Emotional Reaction to Controversial Advertising Referring to Sexuality and Homosexuality

In: Neuroeconomic and Behavioral Aspects of Decision Making

Author

Listed:
  • Dominika Maison

    (University of Warsaw)

  • Beata Pawłowska

    (Neuroidea)

Abstract

The goal of the conducted research project was to test the usefulness of Facereader—a non-invasive method for detecting automatic facial emotional reactions—in order to test reactions to controversial advertising. Controversial or shocking advertising (so called “shockvertising”) is used mostly in the context of social advertising (related to social issues) or in commercial ads to overcome advertising clutter. However there is no consistency as to what extent this type of advertising is effective. One of the reasons could be that the majority of results are based on declarations, but the actual reactions to controversial ads might not be conscious for the recipient or the person might not want to express them. In the first study (n = 219) we validated the Facereader methodology. In the second study (n = 76) we used Facereader to test the automatic emotional reaction toward ads referring to sexual violence. The results showed more complex information about the reaction toward ads from Facereader than from declarations. Moreover a comparison of the brand image measured before and after an ad exposure showed a decline of the brand image, which makes the effectiveness of shocking advertising questionable. In the third (n = 131) and forth study (n = 76) we explored people’s reaction toward ads which refer to homosexuality (social and commercial ads). Again, data from Facereader provided more information about reactions toward those ads than the declarations. Furthermore, combining Facereader with eye-tracking delivered more precise information about different emotional reactions to different parts of the ads.

Suggested Citation

  • Dominika Maison & Beata Pawłowska, 2017. "Using the Facereader Method to Detect Emotional Reaction to Controversial Advertising Referring to Sexuality and Homosexuality," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Neuroeconomic and Behavioral Aspects of Decision Making, chapter 0, pages 309-327, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-62938-4_20
    DOI: 10.1007/978-3-319-62938-4_20
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    Cited by:

    1. Landmann, Elisa, 2023. "I can see how you feel—Methodological considerations and handling of Noldus's FaceReader software for emotion measurement," Technological Forecasting and Social Change, Elsevier, vol. 197(C).

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