Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website Design
User experience (UX) is key in the immediate and future relationship between the client and business. Achieving a satisfying UX can only be achieved by understanding the wishes and user needs. The following study is carried out as an improvement tool for a Mexican coffee company. The objective is to...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-08-01
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| Series: | Applied Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-3417/12/16/8186 |
| _version_ | 1797411269789089792 |
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| author | Guillermo González-Mena Carolina Del-Valle-Soto Violeta Corona Jafet Rodríguez |
| author_facet | Guillermo González-Mena Carolina Del-Valle-Soto Violeta Corona Jafet Rodríguez |
| author_sort | Guillermo González-Mena |
| collection | DOAJ |
| description | User experience (UX) is key in the immediate and future relationship between the client and business. Achieving a satisfying UX can only be achieved by understanding the wishes and user needs. The following study is carried out as an improvement tool for a Mexican coffee company. The objective is to achieve greater efficiency, attraction, and engagement on the part of the user. The main question is whether the new dynamic website design can directly increase the valence of user emotions compared to the static website design. To answer this question, 39 participants were exposed to the two different web page designs and elicited the following emotions using eye tracking and facial expression analysis (FEA) techniques: joy, anger, surprise, fear, contempt, disgust, sadness, neutral, positive, and negative. Through a Wilcoxon signed-rank test, the results showed a significant increase for the new dynamic design in the following emotions; joy, anger, surprise, disgust, fear and neutral. Thus, five of the seven basic emotions had a significant change that could lead to greater attraction and commitment on the part of the user and also influence, either consciously or unconsciously, their decision when interacting with the company. |
| first_indexed | 2024-03-09T04:43:37Z |
| format | Article |
| id | doaj.art-161f6013a6bb4602be4d43142aa914ba |
| institution | Directory Open Access Journal |
| issn | 2076-3417 |
| language | English |
| last_indexed | 2024-03-09T04:43:37Z |
| publishDate | 2022-08-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Applied Sciences |
| spelling | doaj.art-161f6013a6bb4602be4d43142aa914ba2023-12-03T13:17:46ZengMDPI AGApplied Sciences2076-34172022-08-011216818610.3390/app12168186Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website DesignGuillermo González-Mena0Carolina Del-Valle-Soto1Violeta Corona2Jafet Rodríguez3Facultad de Ingeniería, Universidad Panamericana, Álvaro del Portillo 49, Zapopan 45010, Jalisco, MexicoFacultad de Ingeniería, Universidad Panamericana, Álvaro del Portillo 49, Zapopan 45010, Jalisco, MexicoEscuela de Ciencias Económicas y Empresariales, Universidad Panamericana, Álvaro del Portillo 49, Zapopan 45010, Jalisco, MexicoFacultad de Ingeniería, Universidad Panamericana, Álvaro del Portillo 49, Zapopan 45010, Jalisco, MexicoUser experience (UX) is key in the immediate and future relationship between the client and business. Achieving a satisfying UX can only be achieved by understanding the wishes and user needs. The following study is carried out as an improvement tool for a Mexican coffee company. The objective is to achieve greater efficiency, attraction, and engagement on the part of the user. The main question is whether the new dynamic website design can directly increase the valence of user emotions compared to the static website design. To answer this question, 39 participants were exposed to the two different web page designs and elicited the following emotions using eye tracking and facial expression analysis (FEA) techniques: joy, anger, surprise, fear, contempt, disgust, sadness, neutral, positive, and negative. Through a Wilcoxon signed-rank test, the results showed a significant increase for the new dynamic design in the following emotions; joy, anger, surprise, disgust, fear and neutral. Thus, five of the seven basic emotions had a significant change that could lead to greater attraction and commitment on the part of the user and also influence, either consciously or unconsciously, their decision when interacting with the company.https://www.mdpi.com/2076-3417/12/16/8186neurosciencemarketingneuromarketinguser experienceemotionseye tracking |
| spellingShingle | Guillermo González-Mena Carolina Del-Valle-Soto Violeta Corona Jafet Rodríguez Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website Design Applied Sciences neuroscience marketing neuromarketing user experience emotions eye tracking |
| title | Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website Design |
| title_full | Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website Design |
| title_fullStr | Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website Design |
| title_full_unstemmed | Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website Design |
| title_short | Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website Design |
| title_sort | neuromarketing in the digital age the direct relation between facial expressions and website design |
| topic | neuroscience marketing neuromarketing user experience emotions eye tracking |
| url | https://www.mdpi.com/2076-3417/12/16/8186 |
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