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The Impact of Facial Expressions in ...

Mendes, Goncalo Ramos Braz Mergulhao.

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The Impact of Facial Expressions in Consumer Purchase Decision.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Impact of Facial Expressions in Consumer Purchase Decision./
作者:	Mendes, Goncalo Ramos Braz Mergulhao.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
面頁冊數:	90 p.
附註:	Source: Masters Abstracts International, Volume: 83-09.
Contained By:	Masters Abstracts International83-09.
標題:	Language. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28991899
ISBN:	9798209806158

The Impact of Facial Expressions in Consumer Purchase Decision.
Mendes, Goncalo Ramos Braz Mergulhao.

The Impact of Facial Expressions in Consumer Purchase Decision. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 90 p.

Source: Masters Abstracts International, Volume: 83-09.

Thesis (Master's)--ISCTE - Instituto Universitario de Lisboa (Portugal), 2018.

Facial expressions of emotion cannot be controlled voluntarily, they simply reflect our emotional state. When an individual is lying or hiding something, there might be incongruencies between his speech and facial expressions. Today a few studies have explored if an incongruency in a product advertisement has an impact in the consumer purchase decision. We hypothesize that an incongruency might have a negative impact in the consumer purchase decision, focusing in incongruences between spoked language and facial expressions of emotion. To that purpose, we recorded an advertisement video containing a congruent or incongruent expression. Moreover, to test the impact of the advertiser, three spokespersons were selected: a celebrity, an expert and a general consumer. The advertising shows a spokesperson tasting an orange juice and expressing that it is delicious with a congruent happiness facial expression, or with an incongruent disgust facial expression. Both facial emotions were validated using FaceReader software. In order to test the main hypothesis, we recruited 81 individuals. When visualizing the videos, participants were monitored with eye-tracking technology and after visualization were invited to fill a survey. This strategy allowed to investigate the levels of trust, perceived quality, attention and word-of-mouth intentions. After statistical analysis, a structural equation model using PLS-SEM showed that the congruency has a pivotal effect in purchase decision, as well as in the previously mentioned variables. Therefore, we conclude that an incongruency between spoked and non-spoked language have a negative impact in the consumer decision and opinion about the product.

ISBN: 9798209806158Subjects--Topical Terms:

643551
Language.

The Impact of Facial Expressions in Consumer Purchase Decision.
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520 $a Facial expressions of emotion cannot be controlled voluntarily, they simply reflect our emotional state. When an individual is lying or hiding something, there might be incongruencies between his speech and facial expressions. Today a few studies have explored if an incongruency in a product advertisement has an impact in the consumer purchase decision. We hypothesize that an incongruency might have a negative impact in the consumer purchase decision, focusing in incongruences between spoked language and facial expressions of emotion. To that purpose, we recorded an advertisement video containing a congruent or incongruent expression. Moreover, to test the impact of the advertiser, three spokespersons were selected: a celebrity, an expert and a general consumer. The advertising shows a spokesperson tasting an orange juice and expressing that it is delicious with a congruent happiness facial expression, or with an incongruent disgust facial expression. Both facial emotions were validated using FaceReader software. In order to test the main hypothesis, we recruited 81 individuals. When visualizing the videos, participants were monitored with eye-tracking technology and after visualization were invited to fill a survey. This strategy allowed to investigate the levels of trust, perceived quality, attention and word-of-mouth intentions. After statistical analysis, a structural equation model using PLS-SEM showed that the congruency has a pivotal effect in purchase decision, as well as in the previously mentioned variables. Therefore, we conclude that an incongruency between spoked and non-spoked language have a negative impact in the consumer decision and opinion about the product.
520 $a As expressoes faciais nao podem ser controladas voluntariamente, simplesmente refletem o nosso estado emocional. Quando alguem mente ou esconde alguma informacao, podem haver incongruencias entre o que ele diz e o que a sua expressao facial mostra. Atualmente nao e claro se uma incongruencia num anuncio de um produto tem impacto na decisao de compra do consumidor. Foi lancada a hipotese de que a incongruencia tem um impacto negativo na decisao de compra do consumidor, sendo que o foco foram as incongruencias entre linguagem verbal e as expressoes faciais. Para tal, foram gravados anuncios publicitarios contendo uma expressao congruente e incongruente. Alem disso, para testar o impacto do anuncio, tres tipos de atores foram selecionados: uma celebridade, um expert e um consumidor. O anuncio mostra o ator a provar um sumo de laranja, dizendo que e delicioso com uma expressao congruente de felicidade, ou com uma expressao incongruente de nojo. Ambas as expressoes foram validadas recorrendo a um software de analise - FaceReader. Para testar as hipoteses, 81 participantes foram recrutados. Durante a visualizacao dos videos, os mesmos foram monitorizados com um equipamento de eyetracking, respondendo a um questionario no fim. Atraves da analise estatistica em PLSSEM, verificamos que a incongruencia e um fator determinante para a intencao de compra. Assim, concluimos que uma incongruencia entre a linguagem verbal e a expressao facial durante um anuncio publicitario tem um impacto negativo na decisaode compra do consumidor, assim como na sua opiniao sobre o produto.
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