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

Dominika Maison () and Beata Pawłowska
Additional contact information
Dominika Maison: University of Warsaw
Beata Pawłowska: Neuroidea

Chapter Chapter 20 in Neuroeconomic and Behavioral Aspects of Decision Making, 2017, pp 309-327 from Springer

Abstract: 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.

Keywords: Advertising testing methods; Facereader; Cognitive neuroscience; Facial expression of emotions; Shockvertising; Homosexuality (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-62938-4_20

Ordering information: This item can be ordered from
http://www.springer.com/9783319629384

DOI: 10.1007/978-3-319-62938-4_20

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().