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Apport de la démarche neuroscientifique à la mesure des émotions: importation d'une nouvelle méthode de mesure de l'activité électrodermale

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  • 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)

  • 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)

  • Sophie Lacoste-Badie

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

Abstract

Les émotions jouent un rôle essentiel lors de la prise de décision du consommateur. L'activité électrodermale, comme mesure du niveau d'activation émotionnelle (arousal), intéresse les chercheurs en marketing depuis de nombreuses années. Si ce signal est facile à enregistrer, il demeure complexe à traiter et à quantifier. Dans cet article, nous proposons des recommandations d'usage, présentons une méthode de traitement du signal récemment développée en neuroscience et l'appliquons à l'étude de huit publicités télévisées. Les résultats obtenus nous conduisent à recommander aux chercheurs et aux chargés d'études l'utilisation de cette nouvelle méthode de mesure.
(This abstract was borrowed from another version of this item.)

Suggested Citation

  • Olivier Droulers & Mathieu Lajante & Sophie Lacoste-Badie, 2013. "Apport de la démarche neuroscientifique à la mesure des émotions: importation d'une nouvelle méthode de mesure de l'activité électrodermale," Post-Print halshs-02532008, HAL.
    • Handle: RePEc:hal:journl:halshs-02532008
    DOI: 10.7193/DM.072.87.101
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    Cited by:

    1. 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.

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