How Reliable Are "State-of-the-Art" Facial EMG Processing Methods? Guidelines for Improving the Assessment of Emotional Valence in Advertising Research
Mathieu M. P. Lajante
Laval University, Canada
Olivier Droulers
University of Rennes 1
David Amarantini
Paul Sabatier University of Toulouse
MANAGEMENT SLANT
- Measurement reliability and validity greatly depend on the procedures used during facial electromyography (EMG) recording, signal processing, and quantification of phasic responses.
- Methodological choices for facial EMG collection and analysis affect both the results and their possible interpretation.
- Facial EMG provides information about emotional experience at a level that cannot be matched by...