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, Olivier Droulers and David Amarantini
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.
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...
