Multimodal Physiological Responses Predict Advertisement Effectiveness
研究通过多模态生理数据分析，发现眼轮匝肌和皱眉肌的耦合活动模式稳定性预测观众态度和购买意向，心率和皮肤电导水平的耦合模式稳定性预测识别记忆，为理解生理反应与广告效果之间的不匹配提供了新见解。
Advertising research using biometric measures has long observed a mismatch between physiological responses and psychological outcomes. This study provides new insights using a multimodal approach to analyzing physiological data and testing its relationship with advertisement effectiveness. This study temporally coupled orbicularis oculi (OO) and corrugator supercilii (CORR) activity as an integrated indicator of emotion, whereas coupled heart rate (HR) and skin conductance level (SCL) indicated engagement. In doing so, we identify multimodal physiological dynamics that effectively predict attitude toward and memory about ads. Results showed that the emotional pattern stability, or recurrence, predicted viewers’ attitudes and purchase intentions and engagement pattern stability predicted recognition memory. Specifically, participants who experienced a less stable co-active state (high OO and CORR) reported more favorable attitudes and purchase intentions. On the other hand, participants who experienced a more stable high-engagement state (low HR and high SCL) had enhanced brand recognition memory, while more stable uncoupled-engagement state (low HR and low SCL) participants exhibited enhanced visual recognition memory. This study provides theoretical and analytical insights for understanding the previously observed mismatch between physiological responses and outcome measures. The findings enhance our understanding of how physiological processes during ad viewing impact consumer attitude and memory.