Facial electromyography (FEMG) was compared to the more commonly used EMG in an experimental context to indentify if there is a more accurate approach that can be taken by neurological researchers in the field of advertising. Authors Lajante et al. identified that there are short comings when utilizing EMG to provide insight on the emotional reactions of individuals to advertising content and that other methodological approaches could be beneficial. FEMG represents a closer analysis on subtle facial movements, through which there is the potential of signaling positive and negative emotions in very subtle facial motions or changes.
Comfortably seated in a laboratory setting, participants were fitted with electrodes and warned not to make unnecessary movements. EMG and FEMG were then concurrently monitored while advertisements by eight distinct brands were displayed on a flat screen TV in front of them. After being exposed to the advertisements, participants completed a 9-point self-assessment survey. BIOPAC’s wearable BioNomadix 2ch EMG transmitter was utilized for the purpose of collecting the FEMG signals. These signals were measured through observing specific, responsive muscle movements. Upward movements at the corners of the mouth indicated the Zygomaticus major, responsible for smiling or positive emotional response. Negative emotions were similarly identified through a frowning gesture indicated by eyebrow contractions.
The researchers concluded that while facial EMG provides benefits as a form of measurement, there are extenuating complications with recording. Though it does effectively measure the emotional valence of a participant, there are doubts in the confidence of reliability and validity of the data. Lajante et al. addressed the importance of abiding strictly by the technological and methodological guidelines if considering this new and relatively unexplored area of research. Ultimately this study represents baby steps in exploring an exciting new avenue of research. Facial EMG has the potential of being a more emotionally sensitive approach when further researching and understanding people.
Facial electromyography (FEMG) was compared to the more commonly used EMG in an experimental context to indentify if there is a more accurate approach that can be taken by neurological researchers in the field of advertising. Authors Lajante et al. identified that there are short comings when utilizing EMG to provide insight on the emotional reactions of individuals to advertising content and that other methodological approaches could be beneficial. FEMG represents a closer analysis on subtle facial movements, through which there is the potential of signaling positive and negative emotions in very subtle facial motions or changes.
Comfortably seated in a laboratory setting, participants were fitted with electrodes and warned not to make unnecessary movements. EMG and FEMG were then concurrently monitored while advertisements by eight distinct brands were displayed on a flat screen TV in front of them. After being exposed to the advertisements, participants completed a 9-point self-assessment survey. BIOPAC’s wearable BioNomadix 2ch EMG transmitter was utilized for the purpose of collecting the FEMG signals. These signals were measured through observing specific, responsive muscle movements. Upward movements at the corners of the mouth indicated the Zygomaticus major, responsible for smiling or positive emotional response. Negative emotions were similarly identified through a frowning gesture indicated by eyebrow contractions.
The researchers concluded that while facial EMG provides benefits as a form of measurement, there are extenuating complications with recording. Though it does effectively measure the emotional valence of a participant, there are doubts in the confidence of reliability and validity of the data. Lajante et al. addressed the importance of abiding strictly by the technological and methodological guidelines if considering this new and relatively unexplored area of research. Ultimately this study represents baby steps in exploring an exciting new avenue of research. Facial EMG has the potential of being a more emotionally sensitive approach when further researching and understanding people.
