ACTA UNIVERSITATIS AGRICULTURAE ET SILVICULTURAE MENDELIANAE BRUNENSIS

Volume 66 97 Number 4, 2018

https://doi.org/10.11118/actaun201866040969

DISSONANCE OF SELECTED NEUROSCIENCE
TECHNIQUES AT DETECTION OF
EMOTIONS IN ADVERTISING SPOTS

Katarína Neomániová1, Jakub Berčík1, Elena Horská1

1
 epartment of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture,
D
Tr. A. Hlinku 2, 949 76 Nitra, Slovakia

Abstract

NEOMÁNIOVÁ KATARÍNA, BERČÍK JAKUB, HORSKÁ ELENA. 2018. Dissonance of Selected

Neuroscience Techniques at Detection of Emotions in Advertising Spots. Acta Universitatis Agriculturae
et Silviculturae Mendelianae Brunensis, 66(4):  969 – 977.

In addition to advanced brain imaging techniques and growing interest in the study of consumer
reactions with influence of marketing stimuli a new interdisciplinary study has developed on
a borderland of neuroscience, economic and psychological studies – neuromarketing. Despite
a certain form of insecurity whether the brain imaging technologies provide useful information for
control of marketing, more and more marketers identify with their application in conventional market
research. The main aim of this contribution is to clarify the influence of a selected advertising spot
on the final emotional state of consumers by researching a brain activity of respondents and activity
of somatic nervous system, specifically the face expressions. Cortical brain activity was detected by
16channel wireless electroencephalograph by Epoc and changes of mimic muscles were monitored
by a biometric device the Facereader by Noldus. The subject of the research is the dissonance of the
selected neuroscience techniques with influence of chosen advertising emotional appeals like fear,
disgust and sadness. In the end of our contribution, the way of using the neuroscience technology
and psychology for detection of consumer emotional involvement of consumers is explained.

Keywords: brain imaging technologies, advertising, emotions, Software Facereader 6, Noldus, Emotiv

Epoc EEG

2004). The base for the neuromarketing research is

INTRODUCTION a finding that 95  % of human thinking and activities
New discoveries in the neuroscience represent the happen in the subconscious (Kozel et al., 2011), what
revolution of the 21st century and marketing is not an adds to the fact that sophisticated brain imaging
exception. Marketers are more and more skeptical and biometric methods which can penetrate into
of using traditional research methods because they the subconscious consumer processes are being
represent a limitation of an effective measurement brought to the foreground.
of internal reactions to external stimuli. Final Modern neuroscience tools which help to see into
state that people experience cannot be measured human brains open a way to psychological decision
adequately by self‑reported verbal indicators, making process – black box of the brain (Dooley,
because of their complexity and non‑propositional 2012). An insight to subconscious brain processes
structure. (Davidson, 2004). It is concluded from is a key area of the neuromarketing representing
many researches that threshold of our conscious a new type of the marketing research, and it
perception starts to be fully active 300 ms after the studies motor and sensory, cognitive and affective
stimuli what means that most of activities lasting reactions of consumers to marketing stimuli
less cannot be adequately verbally evaluated (Libet, (Berčík et al., 2014). Scientists thanks to technologies

969
970 Katarína Neomániová, Jakub Berčík, Elena Horská

like Functional Magnetic Resonance Imaging SST) to understand the processing of advertising
(fMRI), electroencephalography (EEG), in a more stimuli (appeals), number of relevant and respected
modern form Steady State Topography (SST) and scientific studies is considerably small. (Wang and
measurements of physiological reactions (frequency Minor, 2008).
of heart and breath and galvanic reactions of skin, In advertising it is possible to use this
face expression) find out how the consumers make interdisciplinary approach to identify the key areas
unconscious decisions and which part of brain (the greatest attention, the emotional response)
dictates it to them (Roebuck, 2011). and also to select the relevant advertising spot
From the point of view of psychology supporting from several variants for use in a specific medium.
the marketing research and experimental studies This article has just focused on detecting the
with the usage of neurophysiological techniques, emotions caused by advertising spots using
the main intention is usually to research cognitive various neuromarketing techniques to reveal any
or affective consumer processes in reactions dissonance between them.
to effecting marketing stimuli. These cognitive Emotional reactions evoked by advertisement
or affective processes, individually or together, (social spot about discrimination against women)
serve as psychological predecessors to different tried to measure e.g. Mauri et al. (2014). In research
neuropsychological consequences produced in the were used as techniques of traditional marketing
human nervous system. Via combination of various research (questionnaires) as well as some
neurophysiological methods, it is possible to verify neuroscientific techniques (eye  – 
tracking, face
the cross validity of external marketing stimuli expression analysis and electroencephalography).
effecting the consumer perception (Ohme et al., 2009). The research was conducted on a sample of 60
The aim of neuromarketing techniques is university students. From the survey results
an analysis of brain activities and recording of Mauri et al. (2014) concluded that integrated
relations between nervous system and behaviour of approach can provide more accurate information
consumers. These mentioned methods are focused enabling to better understand the evaluation
especially on research of consumer behaviour, processes of subjects.
perception and decision making while they can How integration of two neuroscience methods
be divided into (Zurawicki, 2010) methods of (electroencephalography and eye‑tracking) can
measurement of biometric signals and methods of help to better understand emotional reactions of
measurement of brain signals. consumers by seeing advertisement show also
Biometrics is a universal term which represents the research conducted by Ohme, Matukin and
measurement of physiological responses of Pacula – Lesniak (2011). They tested two DVD covers
a body – not brain directly – to external stimuli with and without award information. Eye – tracking
perceived via senses. From the point of view of measures showed that a more effective version
neuromarketing, one of the most used biometric will be the cover without the awards information.
measurements is the heart and breathing activities, According to EEG measurements the both covers
eye movements, blinking, galvanic skin resistance were perceived equal. Finally the integrated EEG and
(GSR), mimics and body movements. Some eye‑tracking approach detected that more effective
biometric measurements are limited to purposes of DVD cover will be with the award information.
neuromarketing research because they are delayed Therefore Ohme, Matukin and Pacula  – Lesniak
indicators (indirect measurements) of primary brain (2011) believe that the integrated approach provides
activity while brain can give an order to body ahead more useful information for marketing managers.
enough of a physiological effect. An ideal case is
a finding when the brain gives the order not only
when it is being conducted (Pradeep, 2010). MATERIALS AND METHODS
Neurological (neurometric) indicators (on the Subject of the research is dissonance of selected
brain signals basis) are more complex, but at the neuroscience techniques with influence of chosen
same time more precise and detailed than biometric advertising emotional appeals like fear, disgust
quantities (Vecchiato et al., 2013). In case of these and sadness. On the basis of the advertising test in
measurements, it can happen a situation that effort simulated laboratory conditions with the usage of
and expenses related to a usage of techniques EEG device and Facereader software, we tried to
necessary for neuroresearch realisation are often reveal an emotional state (valence) under conditions
higher than an asset of relevant information. On of different video and audio appeals. Normally is
the other hand, it is important to stress that it is used a two – dimensional space (valence / arousal) to
mostly a question of correct set of research aims. describe emotions. However, in this research is used
Technologies which measure the brain activity are only one dimension (valence). a similar approach
often called brain imaging because they include was applied also in research of Önal – Hartmann,
images or pictures presenting the brain activity Ocklenburg and Güntürkün (2012).
(Genco et al., 2013). Regardless the fact that in the last Primary research comprised of consumer
ten years many authors researched the justifiability neurological tests, specifically brain and somatic
(acceptability) of brain waves measurement nervous system activity monitoring via face
technologies (EEG and the more modern form expressions during broadcasting of a specific
 Dissonance of Selected Neuroscience Techniques at Detection of Emotions in Advertising Spots 971

advertising spot, while the experiment attended 16 For data collection of brain activity we used
respondents (8 men and 8 women). The sample size is Emotive EPOC headset which contains 14 data
comparable to other measurements in this area. E.g. collection electrodes and 2 reference electrodes
Nagel (2014) argues that each study is unique in its placed and marked in compliance with the
own way and many researchers in neuromarketing international 10 – 20 system of electrode placement.
work only with about 20 respondents. Following the international norms of the American
The target segment of respondents was Electroencephalographic Society (1994) and
represented by students aged 18 – 24 because the according to Nuwer et al. (1998) in available places
watched social advertising spot was focused on were: AF3, F7, F3, FC5, T7, P7, O1, O2, P8, T8,
the issue of irresponsible driving and according to FC6, F4, F8 and AF4. Fig. 1 depicts 14 positions of
the statistics the most traffic accidents are caused electrodes of Emotive EPOC headset.
by young drivers within 5 years of obtaining For data collection of somatic nervous system via
a driving license (Teraz.SK, 2017). Prior to testing, face expressions, Microsoft LifeCam Studio web
respondents were familiarized with the entire testing camera with HD and 1080p resolution was used
process, used instruments and signed a consent (Fig. 2). The advertising stimulus was played to
to the recording and processing of biometric researched subjects on Philips LCD television and
data for research purposes. The neuromarketing SHP1900 audio headphones.
study was conducted in accordance with the There are different approaches how to measure
internal code of ethics of the Slovak University and analyze facial expressions e.g. Facial Action
of Agriculture in Nitra, which is developed in Coding System (Ekman and Friesen, 1978) or
accordance with the ICC / ESOMAR International facial electromyography which was used e.g. in
Code on Market and Social Research and with the experiment conducted by Hu et. al. (1999). In our
NMSBA (Neuromarketing Science and Business research changes of mimic muscles were monitored
Association) Code of Ethics. by a biometric device the Facereader by Noldus.

1:  10 – 20system Emotiv EPOC

Source:  http: /  / www.people.vcu.edu / ~mmanic / images / ResearchDetail / RoboticsDetail / EmotivHMI / Emotiv_3.png

2:  Usage of Facereader at researching consumer valence

Source: authors’ own production
972 Katarína Neomániová, Jakub Berčík, Elena Horská

Automated system Facereader works in three of summary of six basic emotions classified to
steps: face detection, face modelling and following positive and negative. We measured emotions
classification. Initial exact position of a face was in ten‑seconds‑long intervals. For comparison
found by the Active Template Method function. we created to the individual time sequences of
Another Active Appearance 3D Modelling frequencies of prevailing emotions (valence)
function provided a synthesis with an artificial detected by both types of devices. We used
face model which describes placement of 491 descriptive statistics methods ‑ arithmetic mean,
key points as well as an exact face structure. standard deviation to evaluate. We used these
Results were primary data of face expressions methods to calculate the overall impression
which were classified automatically to six basic of the video, i.e. intensity of felt emotions of
expressions: happy, sad, angry, surprised, fear and a whole sample. We used descriptive statistics
disgusted. From the measured data we calculated methods – arithmetic mean to investigate time
the average values of the individual emotions at series. Methodology of research and evaluation of
respondents measured during video watching and the influence of the advertising appeal on consumer
we gained 16 values, i.e. one for each respondent. emotions was executed in the presence of erudite
We calculated the average and standard deviation neurologist with a certificate for EEG.
from these values. Then we researched time series
of the valence (positive, negative and neutral
feelings) recorded via the face expressions and RESULTS
brain activity of the researched subjects. EEG To compare two considerably often used
signals in the alpha (7  – 
13Hz) and beta zone techniques of neuromarketing research, we have
(13 – 
30Hz) are in the centre of interest while chosen a social advertising spot with an educative
researching the emotional valence and excitement. character as a stimulus. The advertising used
Presence of EOG factors (eye movements / blinking) represents prevention from fast, unforesighted
is dominant mostly 14 Hz, EKG (heart) artefacts driving and it was a part of media campaigns in
around 1.2 Hz and EMG (muscle) artefacts many states of Canada in 2010. This advertising
over 30 Hz. Non‑physiological artefacts caused spot contains a combination of a strong appeal, for
by electrical lines are normally present 50 Hz instance fear, surprise and sadness what creates
(Ramirez et al., 2012). The advantage is that at an expectation to record a specific valence state
extra alpha and beta frequency is significantly of respondents during video watching as well as
reduced a content of side interfering elements following correlation.
(noises) in the EEG signals. That is a reason why Video is divided into time sequences of 10 seconds
it was necessary to apply a filtration inevitable for (Tab. I) and we marked them with an interval class
extraction of alpha and beta frequency zones. By mark (middle of class interval):
using fast Fourier Frequency Transformation (FFT) • Scene I. – 5 (start‑10th second): Man is driving in
is the original signal divided in time to frequencies a hurry to pick up his children from school. It
to remove specific (unnecessary) frequencies can make a negative or neutral impression on
before regressive transformation to signal with the respondent.
frequency of interest (Lin et al., 2008). To be able to • Scene II – 15 (10th‑20th second): Young woman
determine the valence (emotional) level of negative surrounded by her friends recollects after a while
or positive states of mind we compared levels of that she forgot to pick up her sibling from school.
activation of two cerebral cortex hemispheres. F3 It can make a negative or neutral impression on
and F4 electrodes are the most used positions when respondent.
looking at the alpha activity because it is typical for • Scene III. – 25 (20th – 30 second): Young woman is
prefrontal lobe which plays a key part in regulation getting in a car and driving fast, she wants to rectify
of the emotions and conscious experience. her mistake. It can make a negative impression on
Revealing the valence value will be conducted by respondent.
the means of calculation and comparison of alpha • Scene IV. – 35 (30th – 40th second): Children are
and beta value in F3 and F4 canals (Petrantonakis, leaving school. Man stops car in front of the school,
2011). Formula for calculating of valence (emotions) his children are running to him.
value is: • Scene V. – 45 (40th – 50th second): There is a crash of
a young girl. It can make a negative impression on
aF 4 aF 3 respondent.
V
= −  (1)
bF 4 bF 3 • Scene VI. – 55 (50th – 60th second): Young driver is
shocked. It can make a negative impression on
where:  respondent.
aF4 = alpha activity in right prefrontal electrode F4 • Scene VII. 65 (60th – 70th second): Help is coming to
bF4 = beta activity in right prefrontal electrode F4 the place of accident.
aF3 = alpha activity in left prefrontal electrode F3 • Scene VII. 75 (70th – 8 0th second): Doctors try to
bF3 = beta activity in left prefrontal electrode F3 save young girl.
Final valence values detected by Facereader • Scene IX. 85 (80th – 90th second): Girl is transported
software are automatically processed on the basis to hospital.
 Dissonance of Selected Neuroscience Techniques at Detection of Emotions in Advertising Spots 973

• Scene X. 95 (90th – 100th second): Desperate father is in order the prevailing emotions according to a rate
supporting his son whose sister was crashed by car. of their intensity under the influence of the played
• Scene XI 105 (100th – 110th second): Mother is video:
supporting her daughter who hit the young girl. 1. neutral,
• Scene XII 115 (110th – 120th second): Hope or 2. sad,
hopeless state after telling news to the father 3. surprised,
about girl. 4. other,
From data detected via Facereader device we 5. angry.
calculated average values of the individual emotions Emotions of happy and disgusted type are not
at respondent measured during whole video mention because of their zero‑level occurrence.
watching. Consequently we got 16 values, i.e. one This final state can be reasoned by not present
for each respondent from which we calculated the appeals which provoke feelings of happiness,
average and the standard deviation, as shown Tab. II. disgust in the stimulus or a certain restriction of
Highest value of the average values of emotions this method when detecting very small emotional
was detected at the neutral type what can be caused expressions (which are not realised on a face). The
by the fact that the activity of somatic nervous system face expression which does not correspond with
can be influenced to a certain level (the respondent any predefined model (happy, sad, angry, …) is put
can control his face expression). Another reason into category “other”. In some cases it can be caused
of this can be a certain limitation of the software by poor lighting conditions or by angel of camera
solution when detecting the face expressions while rotation which should be 40 degrees. As we see
the software is not directly connected by electrodes that the standard deviation of non‑zero emotions
to the mimic muscles. On the other hand, the high is considerably high (apart from other emotion),
level of neutrality from the emotions point of it is also relevant to investigate the time series
view can really conclude from the video stimulus where we researched emotions (valence) only as
itself which can be for some of the tested subjects positive / neutral / negative.
considerably known and it results in a significant As is concluded from Fig. 3 on the basis of
decrease of emotional expression. On the basis of results of the biometric method of emotional state
the calculated average values, it is possible to put recognition at respondents dominate neutral to

I:  Description of individual video sequences

Time Picture Time Picture Time Picture

I. II. III.
5 15 25

IV. V. VI.
35 45 55

VII. VIII. IX.

65 75 85

X. XI. XII.
95 105 115

Source: authors’ own production

II:  Average and standard deviation of basic emotion types

Measure Happy Sad Angry Surprised Disgusted Neutral Other
Average 0 19.51 2.92 4.38 0 69.61 3.53
St.deviation 0 24.27 11.68 13.47 0 27.08 2.51
Source: authors’ own production
974 Katarína Neomániová, Jakub Berčík, Elena Horská

negative emotions during watching of the social measurement with the biometric method which
advertising. That can be caused by the facts showed predominance of neutral feelings in the
mentioned above. Most of the negative emotions most of the time intervals. In this case, a certain
recorded by this method were detected in the time anomaly in the intervals from 50th to 70th second
interval from 50th to 60th second, most probably by and in the interval from 90th to 100th second
a strong emotional appeal in the used advertising appears because they are the time series in which
stimulus (car crash of the child participant). a small the video appeals (influences) to the negative
amount of positive emotions was detected via this emotions despite that the positive emotions
non‑contact method in the first 10 seconds of the were recorded there at some researched subjects.
video, in the interval from 20th to 40th seconds and This phenomenon can be caused by disturbing
finally in the intervals from 80th to 100th seconds. influences which arises during measurement
The positive emotions in the first seconds of the of electrical brain activity, or respondents fail to
video and in the interval from 20 to 40 seconds concentrate during the stimulus being played, for
can cause routine activities presented in the video. instance as a result of tiredness.
However, the positive emotions in the intervals Prevailing emotions in individual time
from 80th to 100th seconds can be connected with sequences detected by scanning face expressions
the moment of surprise, hope to a sudden shift and electrical brain activity are shown in Tab. III.
of action or a certain anomaly which appears as In Fig. 5, we compare the average values of the
a result of concentration interruption and overall valence detected via Facereader software and
emotional state of the researched subject. electroencephalograph (EEG) in the individual
In Fig. 4, it is possible to see that on the basis time intervals (x‑axis). The course of the valence
of results of the brain activity measurements, is almost the same at both technologies; more
the negative emotions at researched subjects are emotions of negative type are present. In the
dominant. The positive and neutral emotions of time interval from 80th to 90th second according to
the researched subjects are equal which concludes Facereader and from 90th to 100th second according
to the fact that measurement of valence via to EEG are negative emotions not so strong because
brain imaging technology is more precise than in these intervals appeared positive emotions, too.

3:  Valence of respondents recorded by Facereader device

Source: authors’ own production

4:  Valence of respondents recorded by electroencephalograph

Source: authors’ own production
 Dissonance of Selected Neuroscience Techniques at Detection of Emotions in Advertising Spots 975

This caused that the average value started to come humor) and, to a great extent, also by laboratory
closer to the neutral emotions and the positive conditions. The lab is typically not a very natural
impulse could have been caused by the fact that the or social environment. This may lower the chance
respondent expected the final shift of the action that participants show intense expressions (Noldus
that the girl would be cured in the end. Information Technology, 2018). Therefore we plan
to repeat a similar study in the future, in which we
will try to involve participants much more with
DISCUSSION self‑relevant stimulus material or by creating a social
Dissonance of selected neuroscience techniques interaction. On the other hand, under the laboratory
at detection of emotions has been the subject of conditions it is possible to guarantee the same light
several studies. In the study by Soleymani et al. conditions, which are very important for emotional
(2015), which was focused on the comparison of monitoring based on facial expressions because
facial expression valency with EEG, found that some studies have noted that visual confounds such
facial recognition of emotions is a more reliable as inadvertent shading can lead to pop‑out regardless
tool for valence determination than EEG because of emotional expressions (Purcell, Stewart and
facereading can already capture subtle changes Skov, 1996). To gain exact results we recommend
in facial expressions which does not appear in to combine the brain imaging technologies with
the signals recorded by the EEG. The results of the biometric methods which monitor the somatic
another study (Koelstra and Patras, 2013) also and autonomous nervous system activity. a similar
demonstrated that facial expressions had superior approach was applied also in research of Mauri et al.
performance compared to the EEG signals for (2014) or Ohme, Matukin and Pacula  – 
Lesniak
emotion detection. At the same time but this (2011). Based on the mentioned above, we plan
study stated that these measurements cannot be to conduct future research by using 32‑channel
generalized to all emotional recognition scenarios electroencephalograph from G‑tec for more detailed
which our study confirmed as well. Based on the information on electrical brain activity, which will
data we have gained in our research, monitoring of contribute to more accurate recognition of valency
electrical brain activity by electroencephalography when viewing commercials. At the same time, we
appears to be a more reliable valence detection tool. plan to use also other emotional appeals (such as
Smaller emotional expressions recorded through humor) to better compare the validity of getting
facial expressions can be caused by the appeal positive and negative valency through the biometric
used (we used sadness / fear and they in the study and neuro‑imaging method.

III:  Prevailing emotions in individual time sequences detected by scanning face expressions and electrical brain activity
Prevailing emotion and its
5 15 25 35 45 55 65 75 85 95 105 115
frequency
O O O O O O / – O O O O O O
FR
10 10 11 8 10 8 11 11 10 9 9 14
‑ ‑ ‑ ‑ ‑ ‑ ‑ ‑ ‑ ‑ ‑ ‑
EEG
10 9 11 9 11 8 8 8 7 8 11 11
Legend: O neutral, – negative
Source: authors’ own production

5:  Comparison of biometric and brain imaging technology at detection of consumer valence (average)
Source: authors’ own production
976 Katarína Neomániová, Jakub Berčík, Elena Horská

CONCLUSION
New technologies are an important part of the new neuromarketing world but they do not represent
the most important part which lies in the solution of a problem which the society or public faces. Even
usage of the most sophisticated research methods does not guarantee a solution of a problem unless
these technologies are applied correctly and combined in a right way to provide elimination of certain
deficiencies which every research method contains. We proved in our short research study that the
results of the used technologies to detect the consumer valence differ partially. The results from the
monitored face expressions indicates that during the video watching dominated the neutral feelings,
while the results of the electrical brain activity measurements indicates prevailing negative emotions
at subjects during the stimulus watching. The high rate of neutrality in the case of the Facereader
software can be caused by the fact that the activity of the somatic nervous system is influential to
a certain level (respondent can control his face expression) and as well by the fact that scanning of
the face expressions is without contact (no electrode is applied to mimics muscles). We conclude
from this that the usage of the technology to monitor the electrical brain activity (EEG) is more precise
method of recognizing the consumer valence. However, there were certain anomalies while using this
method (positive feelings in cases of strong emotional appeals to fear, sadness and disgust). To gain
exact results we recommend the brain imaging technologies combined with the biometric methods
which monitor the somatic and autonomous nervous system activity. Regarding various advantages
and disadvantages of the technologies used in the neuromarketing research, we can conclude that the
combination of at least some of them can produce valuable results for the marketing management
depending on the character of the research problem.

Acknowledgements
The paper is part of the research project KEGA 038SPU – 4 / 2016 “Using of new technologies and
interdisciplinary associations in consumer studies” conducted at the Department of Marketing and
Trade at the Slovak University of Agriculture in Nitra.

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Contact information

Katarína Neomániová:  [email protected]

Jakub Berčík: [email protected]
Elena Horská: [email protected]