Abstract
In order to face new social and mobile realities, Marketing has advanced towards the reinforcement of customers’ relationship based on understanding consumers’ behavior. Emotions, having such an important role in our lives, are a key aspect on this behavior and should be incorporated in its analysis. We present in this paper a platform based on Affective Computing technology that allows marketers to gain insights of consumers’ emotional response, facilitating them with a great tool to study and design their marketing strategy, and enabling the generation of better consumers’ experiences. In this paper, we describe the design and implementation of the platform, as well as the uses cases that will allow the validation of the platform.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
References
Kotler, P., Keller, K.L.: Marketing Management. Pearson Prentice Hall (2006)
Fong, B., Westerink, J.: Affective computing in consumer electronics. IEEE Trans. Affect. Comput. 3, 129–131 (2012)
Picard, R.W.: Affective Computing (1995)
Ekman, P.: Basic emotions. In: Handbook of Cognition and Emotion. pp. 45–60. Wiley (1999)
van den Broek, E.L.: Affective Signal Processing (ASP): Unraveling the mystery of emotions. http://doc.utwente.nl/78025/ (2011)
Watson, L., Spence, M.T.: Causes and consequences of emotions on consumer behaviour. Eur. J. Mark. 41, 487–511 (2007)
Ren, F., Quan, C.: Linguistic-based emotion analysis and recognition for measuring consumer satisfaction: an application of affective computing. Inf. Technol. Manag. 13, 321–332 (2012)
Poria, S., Cambria, E., Howard, N., Huang, G.-B., Hussain, A.: Fusing audio, visual and textual clues for sentiment analysis from multimodal content. Neurocomputing 174, 50–59 (2015)
Lee, N., Broderick, A.J., Chamberlain, L.: What is “neuromarketing”? A discussion and agenda for future research. Int. J. Psychophysiol. 63, 199–204 (2007)
Dornaika, F., Davoine, F.: Simultaneous Facial Action Tracking and Expression Recognition in the Presence of Head Motion. Int. J. Comput. Vis. 76, 257–281 (2007)
Ahlberg, J.: Candide-3. An updated parameterised face (2001)
Acknowledgments
The research leading to these results has received funding from the European Community’s Seventh Framework Program (FP7/2007–2013) under the Grant Agreement number 611040. The authors are solely responsible for the information reported in this paper. It does not represent the opinion of the Community. The Community is not responsible for any use that might be made of the information contained in this paper.
Author information
Authors and Affiliations
Corresponding authors
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer International Publishing Switzerland
About this paper
Cite this paper
Navarro, A., Delevoye, C., Oyarzun, D. (2016). Emotional Platform for Marketing Research. In: Pietro, G., Gallo, L., Howlett, R., Jain, L. (eds) Intelligent Interactive Multimedia Systems and Services 2016. Smart Innovation, Systems and Technologies, vol 55. Springer, Cham. https://doi.org/10.1007/978-3-319-39345-2_43
Download citation
DOI: https://doi.org/10.1007/978-3-319-39345-2_43
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-39344-5
Online ISBN: 978-3-319-39345-2
eBook Packages: EngineeringEngineering (R0)