Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers' emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results. In this technical note, the authors propose a template for what they believe provides reliable applications of facial electromyography (EMG) in advertising research. Their method includes five steps to provide continuous quantification of signal processing from facial EMG data. A comparison of the authors' method with seminal research underscored the importance of choosing appropriate procedures and parameters for accurate signal acquisition and reliable data processing in order to evaluate facial EMG responses.
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