Facial Coding as a Neuromarketing Technique: An Overview
The author’s interest for the subject of facial coding and micro expression analysis within the neuromarketing field lies into the advantages this tool has in applied neuromarketing research for identifying and understanding customer behaviour. Facial Coding remains the only inexpensive tool that pr...
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| Format: | Article |
| Language: | English |
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Ovidius University Press
2021-01-01
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| Series: | Ovidius University Annals: Economic Sciences Series |
| Subjects: | |
| Online Access: | https://stec.univ-ovidius.ro/html/anale/RO/2021-2/Section%204/17.pdf |
| _version_ | 1819105215686639616 |
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| author | Denisa Adriana Dragoi |
| author_facet | Denisa Adriana Dragoi |
| author_sort | Denisa Adriana Dragoi |
| collection | DOAJ |
| description | The author’s interest for the subject of facial coding and micro expression analysis within the neuromarketing field lies into the advantages this tool has in applied neuromarketing research for identifying and understanding customer behaviour. Facial Coding remains the only inexpensive tool that provides real-time and accurate data due to micro expressions’ characteristics – which are spontaneous and, therefore, uncontrollable.
The aim of the current article is to provide an overview regarding the facial coding tool which is, along with biometrics, a less explored technique with application within the neuromarketing field.
The process and some of the challenges imposed by the automatic micro-expression analysis were approached, together with an overview of facial coding applied within neuromarketing research.
The findings of the current paper suggest that, particularizing on facial coding, there is an imperious requirement for researchers to develop a more reliable and standardized research frame for micro expression collection, evaluation and analysis. |
| first_indexed | 2024-12-22T02:18:43Z |
| format | Article |
| id | doaj.art-437d39c79cb1412ea03d680b0af626af |
| institution | Directory Open Access Journal |
| issn | 2393-3127 |
| language | English |
| last_indexed | 2024-12-22T02:18:43Z |
| publishDate | 2021-01-01 |
| publisher | Ovidius University Press |
| record_format | Article |
| series | Ovidius University Annals: Economic Sciences Series |
| spelling | doaj.art-437d39c79cb1412ea03d680b0af626af2022-12-21T18:42:12ZengOvidius University PressOvidius University Annals: Economic Sciences Series2393-31272021-01-01XXI2681687Facial Coding as a Neuromarketing Technique: An OverviewDenisa Adriana DragoiThe author’s interest for the subject of facial coding and micro expression analysis within the neuromarketing field lies into the advantages this tool has in applied neuromarketing research for identifying and understanding customer behaviour. Facial Coding remains the only inexpensive tool that provides real-time and accurate data due to micro expressions’ characteristics – which are spontaneous and, therefore, uncontrollable. The aim of the current article is to provide an overview regarding the facial coding tool which is, along with biometrics, a less explored technique with application within the neuromarketing field. The process and some of the challenges imposed by the automatic micro-expression analysis were approached, together with an overview of facial coding applied within neuromarketing research. The findings of the current paper suggest that, particularizing on facial coding, there is an imperious requirement for researchers to develop a more reliable and standardized research frame for micro expression collection, evaluation and analysis.https://stec.univ-ovidius.ro/html/anale/RO/2021-2/Section%204/17.pdfneuromarketingfacial codingfacial expressionmicro expressionconsumer behavior |
| spellingShingle | Denisa Adriana Dragoi Facial Coding as a Neuromarketing Technique: An Overview Ovidius University Annals: Economic Sciences Series neuromarketing facial coding facial expression micro expression consumer behavior |
| title | Facial Coding as a Neuromarketing Technique: An Overview |
| title_full | Facial Coding as a Neuromarketing Technique: An Overview |
| title_fullStr | Facial Coding as a Neuromarketing Technique: An Overview |
| title_full_unstemmed | Facial Coding as a Neuromarketing Technique: An Overview |
| title_short | Facial Coding as a Neuromarketing Technique: An Overview |
| title_sort | facial coding as a neuromarketing technique an overview |
| topic | neuromarketing facial coding facial expression micro expression consumer behavior |
| url | https://stec.univ-ovidius.ro/html/anale/RO/2021-2/Section%204/17.pdf |
| work_keys_str_mv | AT denisaadrianadragoi facialcodingasaneuromarketingtechniqueanoverview |