Usage Of The Facial Action Coding System To Predict Customer Gender Profile: A Neuro Marketing Application In TURKEY

Gürbüz, Feyza; Toğa, Gülhan

doi:10.1109/ismsit.2018.8566692

Cited by 4 publications

(10 citation statements)

References 20 publications

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“…Neuromarketing research utilizes marketing strategies in the form of stimuli, and aims to invoke, capture and analyze activities occurring in different brain regions while [17], Yadava et al [18], Rojas et al [19], Pozharliev [20], Touchette and Lee [21], Marques et al [22], Shen et al [23], Çakir et al [24], Hubert et al [25], Hsu and Chen et al [26], Hoefer et al [27], Gurbuj and Toga [28], Wriessnegger et al [29], Wang et al [30], Wolfe et al [31], Bosshard et al [32], Fehse et al [33].…”

Section: Systematic Review On the Advancements Of Neuromarketingmentioning

confidence: 99%

“…These brainwaves are further associated with the neural signature of brain states. The neural signature is divided into frequency bands known as rhythms, such as the delta (0.1-4 Hz), theta (4-8 Hz), alpha (8-12 Hz), beta (12)(13)(14)(15)(16)(17)(18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29)(30), and gamma (30-90 Hz). These frequency bands are related to different brain states, regions, functions or pathologies.…”

Section: Activation Of Brain Regions Due To Marketing Stimulimentioning

confidence: 99%

“…Artificial Neural Network Consumer gender prediction using facial action coding (Gurbuj and Toga) [28] 83.8%…”

Section: %mentioning

confidence: 99%

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Technological advancements and opportunities in Neuromarketing: a systematic review

et al. 2020

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Neuromarketing has become an academic and commercial area of interest, as the advancements in neural recording techniques and interpreting algorithms have made it an effective tool for recognizing the unspoken response of consumers to the marketing stimuli. This article presents the very first systematic review of the technological advancements in Neuromarketing field over the last 5 years. For this purpose, authors have selected and reviewed a total of 57 relevant literatures from valid databases which directly contribute to the Neuromarketing field with basic or empirical research findings. This review finds consumer goods as the prevalent marketing stimuli used in both product and promotion forms in these selected literatures. A trend of analyzing frontal and prefrontal alpha band signals is observed among the consumer emotion recognition-based experiments, which corresponds to frontal alpha asymmetry theory. The use of electroencephalogram (EEG) is found favorable by many researchers over functional magnetic resonance imaging (fMRI) in video advertisement-based Neuromarketing experiments, apparently due to its low cost and high time resolution advantages. Physiological response measuring techniques such as eye tracking, skin conductance recording, heart rate monitoring, and facial mapping have also been found in these empirical studies exclusively or in parallel with brain recordings. Alongside traditional filtering methods, independent component analysis (ICA) was found most commonly in artifact removal from neural signal. In consumer response prediction and classification, Artificial Neural Network (ANN), Support Vector Machine (SVM) and Linear Discriminant Analysis (LDA) have performed with the highest average accuracy among other machine learning algorithms used in these literatures. The authors hope, this review will assist the future researchers with vital information in the field of Neuromarketing for making novel contributions.

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Section: Systematic Review On the Advancements Of Neuromarketingmentioning

confidence: 99%

Section: Activation Of Brain Regions Due To Marketing Stimulimentioning

confidence: 99%

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Technological advancements and opportunities in Neuromarketing: a systematic review

et al. 2020

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“…Children's facial expressions of affect were also manually coded in response to physical games to better understand human psychological development (Unzner and Schneider, 1990;Schneider and Josephs, 1991). Although food, used in studies by Forestell and Mennella (2012) as well as Gurbuz and Toga (2018), is recognized as emotional stimuli, researchers debate whether the nature of specific foods have the capacity to elicit intense emotional responses (Desmet and Schifferstein, 2008;Walsh et al, 2017a,b).…”

Section: Consumer Product-based Stimulimentioning

confidence: 99%

“…Also, in the study by Catia et al (2017), the authors compared the human videos coded with FACS to the established literature instead of a within-study control for reliability, which could lead to selection of literature that supports their findings instead of collectively reporting on the entire body of evidence that exists. In the study by Gurbuz and Toga (2018), the researchers cited that the automatic FACS coding software they developed scored basic emotions (anger, contempt, disgust, fear, happiness, neutral, sadness, and surprise) from 0 to 1 but only reported that the expression happiness was a significant predictor of gender; no emotion scores were reported. Other sources of bias were found in three separate studies.…”

Section: Risk Of Biasmentioning

confidence: 99%

The Facial Action Coding System for Characterization of Human Affective Response to Consumer Product-Based Stimuli: A Systematic Review

et al. 2020

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To characterize human emotions, researchers have increasingly utilized Automatic Facial Expression Analysis (AFEA), which automates the Facial Action Coding System (FACS) and translates the facial muscular positioning into the basic universal emotions. There is broad interest in the application of FACS for assessing consumer expressions as an indication of emotions to consumer product-stimuli. However, the translation of FACS to characterization of emotions is elusive in the literature. The aim of this systematic review is to give an overview of how FACS has been used to investigate human emotional behavior to consumer product-based stimuli. The search was limited to studies published in English after 1978, conducted on humans, using FACS or its action units to investigate affect, where emotional response is elicited by consumer product-based stimuli evoking at least one of the five senses. The search resulted in an initial total of 1,935 records, of which 55 studies were extracted and categorized based on the outcomes of interest including (i) method of FACS implementation; (ii) purpose of study; (iii) consumer product-based stimuli used; and (iv) measures of affect validation. Most studies implemented FACS manually (73%) to develop products and/or software (20%) and used consumer product-based stimuli that had known and/or defined capacity to evoke a particular affective response, such as films and/or movie clips (20%); minimal attention was paid to consumer products with low levels of emotional competence or with unknown affective impact. The vast majority of studies (53%) did not validate FACS-determined affect and, of the validation measures that were used, most tended to be discontinuous in nature and only captured affect as it holistically related to an experience. This review illuminated some inconsistencies in how FACS is carried out as well as how emotional response is inferred from facial muscle activation. This may prompt researchers to consider measuring the total consumer experience by employing a variety of methodologies in addition to FACS and its emotion-based interpretation guide. Such strategies may better conceptualize consumers' experience with products of low, unknown, and/or undefined capacity to evoke an affective response such as product prototypes, line extensions, etc.

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Neuromarketing as a Novel Method to Tourism Destination Marketing: Evidence from Egypt

Gaafar

Al-Romeedy

2021

Journal of Association of Arab Universities for Tourism and Hos

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The main objectives of this research are to identify the neuromarketing concept, to address the importance and advantages of using the neuromarketing approach over conventional marketing methods, to demonstrate the factors that affect tourists' purchase-decision behavior, to recognize the awareness and knowledge levels of neuromarketing in Egypt, and to investigate factors that can be influenced by applying neuromarketing techniques. Quantitative analysis was carried out on data from 472 tourists, and 82 destination marketing designers. Results revealed that neuromarketing is positively affected tourist behavior, decision-making, tourist preferences, tourist loyalty, product improvement, marketing effectiveness, marketing strategies, and sustainable product marketing. It was concluded that the usage of neuromarketing in the Egyptian destination is in its infancy, despite the level of awareness about neuromarketing being relatively high. The study contributes to providing destination policymakers full insights about neuromarketing, which provides a full picture for tourists, shows the path of tourism products development, and the need of producing new tourists' products. Destination marketing designers need to integrate neuromarketing in their marketing method, and to create smarter marketing that will increase the effectiveness of their marketing efforts.

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Usage Of The Facial Action Coding System To Predict Customer Gender Profile: A Neuro Marketing Application In TURKEY

Cited by 4 publications

References 20 publications

Technological advancements and opportunities in Neuromarketing: a systematic review

Technological advancements and opportunities in Neuromarketing: a systematic review

The Facial Action Coding System for Characterization of Human Affective Response to Consumer Product-Based Stimuli: A Systematic Review

Neuromarketing as a Novel Method to Tourism Destination Marketing: Evidence from Egypt

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