Contribution of the neuroscience approach to the measurement of emotions: Importing a new EDA signal-processing method

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

Olivier Droulers (olivier.droulers@univ-rennes1.fr), Mathieu Lajante (mathieu.lajante@ryerson.ca) and Sophie Lacoste-Badie (sophie.lacoste-badie@univ-lille.fr)
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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

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Abstract: Emotions play a critical role in decision-making. For several decades, researchers in marketing have relied on electrodermal activity to measure emotional arousal. This signal is easy to record but it remains difficult to treat and quantify. In this paper, we propose recommendations for the assessment of skin conductance responses. A new signal processing method that has been developed in neuroscience is imported and applied to the study of eight television commercials. The results lead us to recommend the use of this new signal processing method for researchers and research managers.

Keywords: réponse électrodermale; traitement du signal; intégrale des réponses électrodermales; Activité électrodermale; activation émotionnelle; neuroscience; signal processing; integrated skin conductance responses; skin conductance response; Electrodermal activity; emotional arousal (search for similar items in EconPapers)
Date: 2013
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Published in Décisions Marketing, 2013, Numéro spécial « Marketing : enjeux et perspectives », 72, pp.87-102

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01109300

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