Barquero-Pérez Óscar, Cámara-Vázquez Miguel Angel, Vadillo-Valderrama Alba, Goya-Esteban Rebeca
Signal Theory and Communications Department, University Rey Juan Carlos, Madrid, Spain.
Front Psychol. 2020 Oct 30;11:576771. doi: 10.3389/fpsyg.2020.576771. eCollection 2020.
Interest in improving advertisement impact on potential consumers has increased recently. One well-known strategy is to use emotion-based advertisement. In this approach, an emotional link with consumers is created, aiming to enhance the memorization process. In recent years, Neuromarketing techniques have allowed us to obtain more objective information on this process. However, the role of the autonomic nervous system (ANS) in the memorization process using emotional advertisement still needs further research. In this work, we propose the use of two physiological signals, namely, an electrocardiogram (heart rate variability, HRV) and electrodermal activity (EDA), to obtain indices assessing the ANS. We measured these signals in 43 subjects during the observation of six different spots, each conveying a different emotion (rational, disgust, anger, surprise, and sadness). After observing the spots, subjects were asked to answer a questionnaire to measure the spontaneous and induced recall. We propose the use of a statistical data-driven model based on Partial Least Squares-Path Modeling (PSL-PM), which allows us to incorporate contextual knowledge by defining a relational graph of unobservable variables (latent variables, LV), which are, in turn, estimated by measured variables (indices of the ANS). We defined four LVs, namely, , and . and are connected to the , the latter being a measure of recall, estimated from a questionnaire. The model is then fitted to the data. Results showed that vagal activity (described by HRV indices) is the most critical factor to describe ANS activity; they are inversely related except for the spot, which is mainly rational. The model captured a moderate-to-high variability of ANS behavior, ranging from 38% up to 64% of the explained variance of the ANS. However, it can explain at most 11% of the recall score of the subjects. The proposed approach allows for the easy inclusion of more physiological measurements and provides an easy-to-interpret model of the ANS response to emotional advertisement.
最近，提高广告对潜在消费者影响力的关注度有所增加。一种广为人知的策略是使用基于情感的广告。在这种方法中，与消费者建立情感联系，旨在增强记忆过程。近年来，神经营销技术使我们能够获得有关这一过程的更客观信息。然而，自主神经系统（ANS）在使用情感广告的记忆过程中的作用仍需进一步研究。在这项工作中，我们建议使用两种生理信号，即心电图（心率变异性，HRV）和皮肤电活动（EDA），来获取评估ANS的指标。我们在43名受试者观察六个不同的广告片段时测量了这些信号，每个片段传达不同的情感（理性、厌恶、愤怒、惊讶和悲伤）。观察完这些片段后，要求受试者回答一份问卷，以测量自发回忆和诱发回忆。我们建议使用基于偏最小二乘路径建模（PSL-PM）的统计数据驱动模型，该模型允许我们通过定义不可观测变量（潜在变量，LV）的关系图来纳入背景知识，这些潜在变量又由测量变量（ANS指标）估计。我们定义了四个潜在变量，即 、 和 。 和 与 相连，后者是根据问卷估计的回忆量度。然后将模型拟合到数据上。结果表明，迷走神经活动（由HRV指标描述）是描述ANS活动的最关键因素；除了主要是理性的片段外，它们呈负相关。该模型捕捉到了ANS行为的中到高变异性，解释的ANS方差范围从38%到64%。然而，它最多只能解释受试者回忆分数的11%。所提出的方法允许轻松纳入更多生理测量，并提供一个易于解释的ANS对情感广告反应的模型。
