Automated emotion recognition in marketing research: A systematic literature review of current image and video-based methods

Laura Daniela Bohorquez Camacho (), Marcel Lichters () and Pedro J. Amor ()
Additional contact information
Pedro J. Amor: Faculty of Economics and Management, Otto-von-Guericke University Magdeburg

No 25002, FEMM Working Papers from Otto-von-Guericke University Magdeburg, Faculty of Economics and Management

Abstract: This study reviews the recent literature on Automated Emotion Recognition (AER), focusing on image and video-based methods applied in marketing research. The literature overview highlights the transformative potential of AER, including real-time, unobtrusive, and scalable applications. It identifies key tools, including Noldus' FaceReader and iMotions' Facial Expression Analysis, as significant contributors to insights in diverse contexts such as e-commerce, social media, and online platforms. The analysis also addresses theoretical challenges, such as the limitations of Ekman's basic emotion theory and the contextual dependence of facial expressions. Practical recommendations for AER use include incorporating multimodal approaches and ensuring cultural and contextual inclusivity in training datasets. Thus, the current work advances the discourse on leveraging AER for refined marketing strategies.

Keywords: Automated Emotion Recognition (AER); Marketing research; Basic emotions; Facial emotion recognition; Systematic literature review (SLR) (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 37 pages
Date: 2025
New Economics Papers: this item is included in nep-mkt
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.fww.ovgu.de/fww_media/femm/femm_2025/2025_02.pdf First version, 2011 (application/pdf)

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:mag:wpaper:25002

Access Statistics for this paper

More papers in FEMM Working Papers from Otto-von-Guericke University Magdeburg, Faculty of Economics and Management Contact information at EDIRC.
Bibliographic data for series maintained by IT Administrators at FWW ().