Application of Facial Expression Studies on the Field of Marketing

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Facial expressions convey information that when properly interpreted can help social scientists to gain insights about human behaviors. In the field of marketing, despite the fact that emotions are long known to play an important role in decision- making process and formulation of preference, research on facial expression is still in its infancy.
This chapter aims to provide the reader with a variety of examples of studies based on facial expression analysis in the marketing, consumer behavior, and advertising domains. By disclosing a list of recent studies on emotional responses, this chapter aims to identify different streams of thought that could guide future research in the aforementioned areas. A final remark is added about ethical concerns that may arise from the commercial application of facial analysis findings.
Original languageEnglish
Title of host publicationEmotional expression
Subtitle of host publicationThe brain and the face
EditorsFreitas Magalhães
Place of PublicationPorto
PublisherFEELab Science Books
Pages163-189
Number of pages26
ISBN (Electronic)9789898766441
Publication statusPublished - 2017

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  • Cite this

    Barreto, A. M. (2017). Application of Facial Expression Studies on the Field of Marketing. In F. Magalhães (Ed.), Emotional expression: The brain and the face (pp. 163-189). FEELab Science Books.