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Contribution of the neuroscience approach to the measurement of emotions: Importing a new EDA signal-processing method

Abstract : Emotions play a critical role in decision-making. For several decades, researchers in marketing have relied on electrodermal activity to measure emotional arousal. This signal is easy to record but it remains difficult to treat and quantify. In this paper, we propose recommendations for the assessment of skin conductance responses. A new signal processing method that has been developed in neuroscience is imported and applied to the study of eight television commercials. The results lead us to recommend the use of this new signal processing method for researchers and research managers.
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https://halshs.archives-ouvertes.fr/halshs-01109300
Contributor : Naïla Louise-Rose <>
Submitted on : Monday, January 26, 2015 - 9:29:42 AM
Last modification on : Thursday, January 14, 2021 - 1:20:59 PM

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  • HAL Id : halshs-01109300, version 1

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Olivier Droulers, Mathieu Lajante, Sophie Lacoste-Badie. Contribution of the neuroscience approach to the measurement of emotions: Importing a new EDA signal-processing method. Décisions Marketing, Association Française du Marketing, 2013, Numéro spécial « Marketing : enjeux et perspectives », pp.87-102. ⟨halshs-01109300⟩

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