When Facial Expression Analysis and Explicit Questionnaire Evaluation do not Match. Neuromarketing Paradox Explained
When Facial Expression Analysis and Explicit Questionnaire Evaluation do not Match. Neuromarketing Paradox Explained

Summary/Abstract: The objective of the research is to understand relations between the explicit questionnaire-based evaluation and the automated facial expressions analysis, for the case of flavored beers (lemon and grapefruit flavors / sweet sour and sweet bitter taste). The challenge is to reconcile with the measurement paradox that bitter and sour taste generate spontaneous negative emotional expressions, even if the consumer likes the product. We employed software for the facial expression analysis (by iMotion, using Affdex algorithm) and the explicit questionnaire values (I like the taste vs. I do not like the taste). Analysis was based on the non-parametric tests, correlations and three-dimensional graphs. Explicit questionnaire evaluations generate statistically significant relations with some emotional expressions, measured as video frames count (joy positively, contempt negatively). Paradoxically, positive and negative expressions co-appear in the situation of positive explicit evaluation of the product. Analysis showed that this situation occurs at the mutual co-appearance of surprise (implying the increased level of mental processing). Study results contribute to the understanding of consumer´s preferences in the cases where the explicit and implicit measurements do not match directly, notably in the context of bitter or sour taste products.

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