BIOMETRIC ESTIMATION OF EMOTIONAL RESPONSE AS A METHOD OF .
THE PUBLISHING HOUSEOF THE ROM ANIAN ACADEM YBIOLOGYReview articleBIOMETRIC ESTIMATION OF EMOTIONAL RESPONSE AS A METHOD OF STUDYIN NEUROMARKETINGLivia PETRESCU 1, Andreea BECIU 1, Sarmad Al HADEETHI1,Constantin IONESCU-TIRGOVISTE2, Dan M IHĂILESCU 1 and Cătălin-Dumitru PETRESCU 31University of Bucharest, Faculty of Biology, Department of Anatomy, Animal Physiology andBiophysics, 91–95 Splaiul Independentei, Bucharest-050095, Romania2“N C Paulescu” National Institute of Diabetes, Nutrition and M etabolic Diseases,Bucharest, Romania3“Politehnica” University of Bucharest, Faculty of Automatic Control and Computers,Department of Automatic Control and Systems Engineering, 313 Splaiul Independentei,Bucharest-060042 RomaniaCorresponding author: Cătalin Dumitru PETRESCU, e-mail: catalin.petrescu@acse.pub.roAccepted March 13, 2018Neuromarketing is an area in which the interpretation of emotions is absolutely necessary. We canprovide clues about consumers receptivity, based on multiple analyzes: facial expresions recognition,electrophysiological records (EDA, EKG, EEG, fM RI), pulse measurement, breathing intensity, etc.The purpose of this paper was to study the impact of advertising spots on the emotional status ofpotential buyers. The working hypothesis is that advertising should not be random; it must be takeninto account the sensitive points in consumer psychology.The study was made on a batch of 30 students of the Faculty of Biology , University of Bucharest, towhom an advertising clip was presented. Several test methods have been used: an impactquestionnaire, electrodermal records, and facial expressions analysis. Starting from the skinconductance analysis, 15 key moments in the evolution of the ad clip were identified. Incorrespondence with these moments, we analyzed the facial expression of the subjects, followed bythe identification of the video sequences that generated these reactions. The results showed a closerelationship between moments with maximum emotional response and the introduction ofpromotional sequences. In conclusion neuromarketing has the ability to provide support for increasingthe effectiveness of advertising messages.Keywords: neuromarketing, emotion, electrodermal activity, facial expresions.INTRODUCTION1Emotion is an important decision-maker1 inconsumer attitudes, a large part of our motivationsbeing, contrary to expectations, determined by thelevel of the subconscious2 . The study of consumeremotional reactions started as a theoreticalapproach3 , and became an important contemporarytopic4 of a still young research field – neuromarketing, that nowadays is in a growing stage. Thestudy of marketing, consumer behavior andadvertising phenomenon created an industry thatbenefit from neuroscience research findings. Inorder to understand marketing phenomenon,quantification of emotional reactions was initiallycarried out by traditional self-report measures5 .Proc. Rom. Acad., Series B, 2018, 20(1), p. 3–12Nowadaysawidevarietyof modernneurophysiological methodssupplement theresearches6byfacial coding, biometrics(electromyography – EMG, electrodermal activity –EDA, heart rate variability – HRV, etc.) and newinvestigative techniques of brain functions(electroencephalography – EEG, fMRI, PET)7,8 .In order to uncover the emotional responses, thestudyes focuses at several predictability marks:understanding of messages (self-report), attention(eye – tracking), arousal, emotional intensity(biometric measurements), valence of emotion(facial coding, EEG, fMRI), etc.9The purpose of this paper was to study theimpact of advertising clips on the emotional statusof potential buyers. The assumed workinghypothesis is that advertising should not be random;
4Livia Petrescu et al.it must be taken into account the sensitive points inconsumer psychology.The objectives to achieve this goal were:(i) evaluating changes in the electrodermal activitywhen viewing the ad clip; (ii) analyze the emotionsexpressed by the participants while they watchingthe movie (iii) determining the aspects that make anad spot more convincing than another and (iv)identifying the key elements of the advertising clipthat can influence the consumer’s decision.The study described in this paper was made on abatch of students of the Faculty of Biology, fromUniversity of Bucharest, to whom an advertising clipwas presented. Several test methods have been used,including the analysis of an impact questionnaire,electrodermal records, and facial expressions.MATERIALS AND METHODSPARTICIPANTSThe study was conducted in two stages. In thefirst stage, 30 students from Faculty of Biology,University of Bucharest (17 girls and 13 boys, agesbetween 20 and 26 years, mean age 23.1 1.398)participated in an impact questionnaire. At thisstage, it was selected the video clip of maximumimpact from a set of two ad productions related tothe same product (a car model).The second step consists of the actual analysis ofthe selected clip. The study was attended by other30 healthy, right-handed respondents volunteers,students of the Faculty of Biology, University ofBucharest, ages between 20 and 25 years, of which16 girls and 14 boys (mean age 23.05 1.045).Two different student groups were used because weintended that their emotional response was notaffected by the previous video viewing.In order to obtain optimum results, certainexclusion criteria of volunteers were applied. Werenot included in the study those: who wore glasses,which had a beard, who moved exaggeratedlyduring the films or who had no reactivity to theelectrodermal recording.All records were made under similar conditions,in a quiet room, at about 25ºC, following the sameprotocol.Prior to participation, experimental procedurewas explained to the subjects, and a written consentindicating voluntary participation was obtainedfrom each participant.EXPERIMENTAL DESIGNThe study aims to evaluate the emotional impactof advertisements on consumers. For this purpose,two internet advertising clips, which were notbroadcast in Romania and which targets a new lineof cars, have been chosen. The first lot of subjectswas asked to watch both advertising spots (1’33”each). The subjects were not aware of the aim of therecording, they were asked only to pay attention tothe material showed on the screen. In order tochoose the best one of the two ads, at the end of themovies, volunteers were asked to complete animpact survey questionnaire.Following the analysis of these questionnaires,the clip used in the second stage of the study wasselected.Two types of tests were applied for analysis ofsubject’s emotional response: (i) analyzing theelectrodermal activity (EDA); (ii) evaluating offacial expression.Electrodermal activity was measured using acustom-made skin conductance meter connected toa laptop. This laptop had a built-in webcam and wasused to play the ad clip, video-recording of facialexpressions, and EDA data storage in the sametime.Five minutes of rest and tranquility wereprovided prior to the start of the experiment.IMPACT SURVEY QUESTIONNAIRESelection of the ad clip was made using animpact survey questionnaire, containing 5 ng of the advertising message andranking of message visual presentation.The questionnaire was applied to eachparticipant at the end of viewing the ad spot.Students were asked not to decline their identity,complete the questionnaire honestly, and wereencouraged to express their personal opinion,provide advice, comments, or recommendationsabout the ad.PHYSIOLOGICAL AUTONOMIC NERVOUSSYSTEM (ANS) MEASURESGalvanic skin response (GSR) or electrodermalactivity (EDA) is a technique with a rich history asa handy and relatively noninvasive tool used tostudy the body reactions to various stimuli, being an
Biometric estimation of emotional responseindicator of physiological and psychologicalarousal. The autonomic control mainly regulates theinternal environment, in order to maintain the bodyhomeostasis10 . It is considered that the skin is anorgan that responds preponderantly to the action ofthe sympathetic nervous system through the eccrinesweat gland11 . For this reason, the data acquisitionmade in the skin can get information about theattitude of the body's “fight or flee”, and can be amethod to measure emotional responses12 .For electrodermal recording, a custom madedevice was used. The electrodes of theelectrodermal recording device were connected tothe left hand of the study participants at the level ofthe medial phalanx.All records were performed under similarconditions after a pre-established protocol. Theelectrodermal recording was performed by theexosomatic method in alternating current, applyinga constant voltage of 0.5V at a frequency of 20 Hz.The resulting biological signals were recordedcontinuously at a frequency of 10 sampled persecond, stored in the computer and subsequentlyprocessed.The data obtained from the electrodermalrecording were processed using the EDAtoolsoftware which is a function developed to ion.com/2012/06/21/edatool).Pre-processing includes removing electrical noise,as well as detecting and measuring artifacts. Theactual signal processing separates the EDA signalinto the phase and tonic components.Experimental data was statistically processed tocompare the records of the two experiments. Thestatistical significance was determined by the p 0.05 index.5RESULTSIMPACT SURVEY QUESTIONNAIREThe structure of the questionnaire includesquestions regarding both the estimation of the visualimpact of the advertising spots (the quality of thegraphic aspect: questions 1 and 2) and theappreciation of the motivation of the message sent(questions 3 and 4).STUDENT’S OPINIONQuestion 1/2 How do you rate graphic designof the ad clip 1/2?As we can see, the graphic aspect of both filmsis positively appreciated by the majority of studyparticipants, with a slight advantage recorded by thefirst commercial ad (Figure 1) – 93.33% (very goodand good) versus 90% of the second spot (Figure 2).Graphical design of first commercial adVery goodGoodMediumWeakVery weak40%6.67%0%53.33%Figure 1. Students’ opinion about the graphic aspect of first ad:Question 1.Graphical design of second commercial adVery goodGoodMediumWeakVery weak43.33%FACIAL EXPRESSION (FE) ANALYSISSubjects’ faces were recorded with the integratedcamera in the laptop and VirtualDub version 1.10.4(http://www.virtualdub.org), in order to evaluatetheir facial expressions while watching ad spots.This program allows subsequent frame-by-framerecording and viewing (sampling rate of 30 framesper second), so even the smallest changes involunteer expressions can be noticed.10%0%46.67%Figure 2. Students’ opinion about the graphic aspectof second ad: Question 2.
6Livia Petrescu et al.Question 3/4 How do you evaluate the clip 1/2message?The message sent by the first advertising spot(66.67% very motivating and motivating) – Figure 3– is considered more motivating than the second(56.67%) – Figure 4. This result is endorsed by thehigher percentage of the indifferent response of thesecond film (36.67%) compared to the first (30%).Very motivatingMotivatingIndifferentLittle motivatingUnmotivatingMessage of first commercial ad16.67%30%3.33%0%50%Figure 3. Students’ opinion about the message of first ad:Question 3.Message of second commercial ad36.67%Very motivatingMotivatingIndifferentLittle motivatingUnmotivating20%6.67%0% one person said it was boring and it was notabout buying a car; one person understood that the message is thata car can influence the social status; 5 persons understood that it is about saving theplanet or engaging in certain humanitarian cases /rescuing animal species / plant species; one person understood that it was aboutovercoming difficulties / obstacles, which heconsidered very motivating.Question 4 Message description clip 2– 14 subjects understood the video message;– 16 subjects did not correctly understand thevideo's message, of which: 3 subjects understood that this is the impact acar may have on the social status; 7 subjects understood that it is about changingphysical appearance through sport andincreasing self-confidence; 3 understood that it was about reaching thegoals; 1 person understood that it was about theimportance of sport; 1 person said they did not really understand themessage, but because of the graphic layout, itseemed funny; 1 subject understood that it was about how toproduce a car.Following the analysis of these first questions, itappears that the first advertising spot is moremotivating in terms of targeting consumers topurchase the car.36.67%Figure 4. Students’ opinion about the message of second ad:Question 4.To test the understanding of the message sent byeach advertisement, the questions 3 and 4 alsorequired a short description of the receivedmessage.Question 3 Message description clip 1– 22 subjects understood that it was aboutpresenting a car (they said that this presentation isfun, motivating);– 8 subjects did not understand the message, ofwich:Question 5 Which of the two advertising spots doyou appreciate that is the most motivatingto buy the car, and why?Question 5 asked subjects to choose between thetwo ad spots and to justify this choice.– 15 chose the first spot, because theyconsidered it more fun, more creative, moremotivating. They also believed that the ad clipmotivates the viewer to buy the product because ofthe theme (saving the planet, a subject of greatinterest today) and has a much better quality interms of graphics and soundtrack used.– 2 did not pick any of the two spots becausethey considered them the same;– 13 chose the second spot, because theyconsidered it more fun, but not necessarily moremotivating.
EDA res4.54Biometric estimation of emotional responsePHYSIOLOGICAL AUTONOMIC NERVOUSSYSTEM (ANS) MEASURESEda response contains two components: a slowand a fast one. The slow component, called thetonic response (skin conductance level – SCL),represents the basic line of skin conductance,depending on the physiological states andautonomic regulation of the subject13 . The phasiccomponent or skin conductance response (SCR) canbe observed when the sudomotor nerve is activated,being a measure of autonomic system activity14 .6080608075.85.65.4Tonic component5.2Phasic component502040Time [s]Figure 5 (continued). Sample of signal decompositionin the two components (phasic and tonic).In Figure 5 we can see an exemple of signaldecomposition in the two components (phasic andtonic) for a subject from the study participantsgroup (subject 5).PHASIC COMPONENT OF SIGNAL5The phasic component, the result of the rapidsuccession of short-term events, can becharacterized both in terms of the number of eventsand in terms of the characteristics of these events:response latency, initiation response, maximumresponse, phase slope ascending, etc. (Figure 6).4.54020640Time [s]6080Figure 55.85.65.250peakTonic componentPhasic component20Stimulus5.4Conductance ( S)Decomposed signal [uS]40Time [s]5.540Time [s]AmplitudeEDA response [uS]6206Decomposed signal [uS]Based on the analysis of this questionnaire weconcluded that the first advertisment clip was moresuggestive and better understood by the testsubjects, so our focus was on analyzing its impacton potential consumers.06050% amplitude8063 % amplitudeEDA signalLatencyRecovery timeTime (s)Figure 6. Structure of an event from the phasic component of electrodermal recording.Thus, we can identify, localize over time andquantify the emotional stimuli that lead to theactivation of the sympathetic nervous system.Analysis of phasic component eventsTo analyze the events during the ad clip, each ofthe 30 records was processed individually. For this,
8Livia Petrescu et al.all phasic signals were taken into account, findingthe starting points of the response for each spike.Since the manual method is very difficult, timeconsuming and can introduce many errors, aMATLAB program has been developed toautomatically search for parameters of interest.In order to better visualize and interpret theseevents over time, a graphical representation of thekey moments recorded during the TV commercial isused. With the help of vertical parallel lines, wereidentified those moments where most people had aresponse. Since the representation of all 30 subjectswould be difficult to plot, we choosed to representonly 10 subjects, considered representative for thisstudy, as it can be seen in Figure 7.S10S9S8Subject no.S7S6S5S4S3S2S1010203040Time [sec]506070Figure 7. Graphic with scattering of key moments of the clip over time.Table 1As can be seen from the figure, the response ofsubjects converges around certain moments of thevideo. Figure 8 shows the moments identified assignificant in the evolution of the film.Time and standard deviation of eachof the 15 key moments identifiedKeymoments6050time (s)403020100012345678910 1112 13 1415 16key momentFigure 8. Key moments in the ad clip.In Table 1 is presented the time and standarddeviation of each of the 15 key moments identified.Time(s)S 6670.26871560.10.5099
Biometric estimation of emotional response9FACIAL EXPRESSION (FE) ANALYSISThe next step was to analyze the videosequences obtained from the video recordings of theparticipants, followed by correlating these data withthe EDA records.The VirtualDub program has been used tovisualize frame-by-frame the film events, in order tocapture the various facial expressions displayed bythe study participants.Every time a change of expression was observedon the face of the subject, these actions were notedand a screen capture was performed to beimmortalized facial mimics.The screenshots of the volunteers’ faces werefurther processed, keeping only those parts witheyes, eyebrows and lips, important markers of facialexpressions interpretation (Figure 9). In this way thesignificant elements of the expressions attempted bythe participants were emphasized, while at the sametime their identity was protected.Figure 9. Screenshot processing.Both electrodermal event initiation times andmoments when subject’s facial expressions changedwere monitored simultaneously.At the same time, the appropriate moments inthe ad clip was identified, followed by a snapshot ofthe corresponding video sequence.In Table 2 are presented some example of keymoments of the ad clip and the data gathered fromthe study participants.Table 2Examples of key moments of the ad clipand the data gathered from the study participantsKeymoment12EDAtime (s)Ad clipdescription1.65The car ismaking itsappearance forthe first time,being viewedfrom above,among the treesof a forest in thewinter.Neutral state4.0833The maincharacter agreesto participate in awhale rescueoperation, andstarting at sea inthe fight to savewhales, raises hishand withencouragement,as a sign ofmotivation.Theenthusiasm ofthe maincharactergenerates thegoodwill of thetest subjects,which smilewith sympathy.Facial expresionObservations
10Livia Petrescu et al.Table 2(continued)Keymoment578910EDAtime (s)Ad clipdescription16.7833Right in front ofthe maincharacter, afrighteningwhale arisesvertically fromthe water.Tension at thesight of theanimal.22.7333Balena collapseson maincharacter’s boat.State ofconcern for thefate of maincharacter.25.3667The maincharacter isthrown into theair through ahilariousacrobaticsThe subjectssketch a smileof amusement.29.5667With a last shout,the maincharacter isprojected andcrushed by theship hedescended tosave the whale.Although thesituation istense, thesubjects start tolaugh (areaction similarto one in whichpeople slip onice and fall)A frame with acar suddenlyappears.The car logoappears.Thepromotionalsequence iscarried outwhile thesubjectspreserve thestatus
THE PUBLISHING HOUSE BIOLOGY OF THE ROMANIAN ACADEMY Review article BIOMETRIC ESTIMATION OF EMOTIONAL RESPONSE AS A METHOD OF STUDY IN NEUROMARKETING Livia PETRESCU1, Andreea BECIU1, Sarmad Al HADEETHI1, Constantin IONESCU-TIRGOVISTE2, Dan MIHĂILESCU1 and Cătălin-Dumitru PETRESCU3 1University of Bucharest, Faculty of Biology, Department of Anatomy, Animal Physiology and
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