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Opening the « black box » of electrodermal activity in consumer neuroscience research

Author

Listed:
  • Mathieu Lajante

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Olivier Droulers

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Thibaut Dondaine

    (UR - Université de Rennes)

  • David Amarantini

    (UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

Abstract

For 30 years, the study of emotional reactions of consumers has been a topic of research based on electrophysiological indices. To date, more than 20 studies using the measurement of electrodermal activity (EDA) have been published in marketing. This recording method is experiencing a renewed interest with the emergence of consumer neuroscience and participates in investigative techniques of brain functions. Although the implementation of EDA measurement is an attainable technique, its signal analysis is nonetheless complex. Recently, researchers in psychophysiology have developed a new digital tool for EDA signal processing, thus optimizing the evaluation of the "activation" component of an emotional episode. A careful reading of the literature has identified several methods of collecting and processing the EDA signal which are discussed. Recommendations are proposed and illustrated in an exploratory study using seven TV commercials. The results show that the application of standards for signal processing by means of nonnegative deconvolution improves the robustness of measures thus contributing to the enhancement of consumer neuroscience research.

Suggested Citation

  • Mathieu Lajante & Olivier Droulers & Thibaut Dondaine & David Amarantini, 2012. "Opening the « black box » of electrodermal activity in consumer neuroscience research," Post-Print halshs-01109418, HAL.
    • Handle: RePEc:hal:journl:halshs-01109418
    DOI: 10.1037/a0030680
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    Citations

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    Cited by:

    1. Lajante, Mathieu & Ladhari, Riadh, 2019. "The promise and perils of the peripheral psychophysiology of emotion in retailing and consumer services," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 305-313.
    2. Olivier Droulers & Karine Gallopel-Morvan & Sophie Lacoste-Badie & Mathieu Lajante, 2017. "The influence of threatening visual warnings on tobacco packaging: Measuring the impact of threat level, image size, and type of pack through psychophysiological and self-report methods," Post-Print halshs-02024739, HAL.
    3. Caruelle, Delphine & Gustafsson, Anders & Shams, Poja & Lervik-Olsen, Line, 2019. "The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action," Journal of Business Research, Elsevier, vol. 104(C), pages 146-160.
    4. Rosella Castellano & Marco Mancinelli & Giorgia Ponsi & Gaetano Tieri, 2021. "What if versus probabilistic scenarios: a neuroscientific analysis," Annals of Operations Research, Springer, vol. 299(1), pages 331-347, April.

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