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How Reliable Are “State-of-the-Art” Facial EMG Processing Methods?

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)

  • David Amarantini

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

Abstract

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers' emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results. In this technical note, the authors propose a template for what they believe provides reliable applications of facial electromyography (EMG) in advertising research. Their method includes five steps to provide continuous quantification of signal processing from facial EMG data. A comparison of the authors' method with seminal research underscored the importance of choosing appropriate procedures and parameters for accurate signal acquisition and reliable data processing in order to evaluate facial EMG responses.

Suggested Citation

  • Mathieu Lajante & Olivier Droulers & David Amarantini, 2017. "How Reliable Are “State-of-the-Art” Facial EMG Processing Methods?," Post-Print halshs-01935695, HAL.
    • Handle: RePEc:hal:journl:halshs-01935695
    DOI: 10.2501/JAR-2017-011
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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. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.

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