Advertisement and Emotions - Emotional Journey as an Indicator of Advertising Effectiveness
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Advertisement and Emotions Emotional Journey as an Indicator of Advertising Effectiveness Complete Report – June 2016
Table of Content
1• Research Overview 3
2• Emotional Results 7
3• Survey Results 20
4• Conclusion 26
5• Annexes 32
2
1. Research Overview
While Advertisers Are Less Interested in
Television, Pre-Roll Ad Format is Trending.
In 2017, online ad spending will surpass TV in the United States for the first time.1 If
this trend continues, it will be larger by over 10% in 2020. Video ads are more popular than
ever as online consumers are getting used to static banner ads. This “banner blindness”
cannot be ignored by advertisers. Many are now focusing their energy on pre-roll
advertising2, short video commercials that typically appear before free online content
(e.g., video).
United States TV Digital Ad Spending as a Percent of Total
Media Ad Spending, 2014-2020
Pre-roll is the type
of digital display ads
2014 2015 2016 2017 2018 2019 2020
with the second best
TV 39% 38% 37% 36% 35% 34% 33% clickthrough rate
(0,52%) in North
Web3 28% 33% 36% 38% 41% 43% 45% America, right after
mobile banners.4
1 eMarketer (2016). “US TV Digital Ad Spending as a Percent of Total Media Ad Spending, 2014-2020”
2 Often referred to as “in-stream” video ad format, and appears before YouTube videos.
3 Includes advertising on computers, smartphones and other smart devices.
4 eMarketer (2014). “CTR for Digital Display Ads in Select Countries/Regions, 2014” 4
Advertising Effectiveness of 10 Video Ads in a
Pre-Roll Format
Considering the current popularity of pre-roll advertising, we chose 10 video ads from
various industries and assessed their performance. Most are 15-second ads1 and short
enough to be presented before online content. Click to watch the ads.2
Toyota : Une vraie bonne raison #32 – Le petit chien
RE/MAX : André Sauvé et émotif avec un courtier
Kijiji : Ok va donc sur Kijiji, y’a des vieux chars pis des neufs
Banque nationale : Réalisez que le temps passe vite – Cheveux blancs
St-Hubert : Sugar Sammy aime la variété
Proprio Direct : Yves P. Pelletier présente l’offre Proprio Direct
Desjardins : Offre verte – un toit vert et un toit noir
Honda : Honda Pièces et Service – Rendez-vous
Nutrilait : Un pêché mignon et enfant
Aldo : Place à l’inspiration – Hiver 2015
1 Aldo’s ad is a 30-second one.
2 5
The links point to the French versions of the ads used in our survey.
imarklab and Leger Studied the Emotional
Response to Video Advertising.
To collect consumers’ impression toward the ads, imarklab and Leger conducted an
online survey from April 4th to 11th 2016 with a sample of 200 consumers 18 years or
older. The sample was split into two groups that each viewed five of the ten ads before
answering a series of questions on each ad. Results were weighted based on
demographic profile to allow for comparison between groups1. In a second phase, the
same respondents received an invitation to an aided brand recall survey between 5 and
10 days after viewing the ads to see if they could recognize the brands they saw.
During the viewing of each ad, facial expressions were captured with a webcam to be
analyzed by FaceReader software2.
+ +
1 For a detailed profile or respondents, refer to Annex 1.
2 6
To learn more about facial expressions analysis, refer to Annex 2.
2. Emotional Results
Two Types of Emotional Data
Emotional Summary Emotional Journey
0.25
Neutral
0.15
Happy
Sad
0.05
Angry
Surprised 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Scared -0.05 (Seconds)
Disgusted
-0.15
Refers to the average proportion of each of the Refers to the positive or negative variation of the
six basic emotions and neutrality expressed by emotion intensity throughout an ad. It relates to
respondents during an ad. As an example, in the the emotional valence which varies from -1 to 1. A
chart above, respondents have shown an equal -1 valence indicates 100% negative reaction, 1
proportion of each emotion and neutrality. 100% positive reaction, and 0 neutral reaction.
8
Ads Ranking Based on Positive Intensity of
Emotional Response
We ranked the ads based on average emotional valence.
•
1 St-Hubert 6• RE/MAX
•
2 Desjardins 7• National Bank
•
3 Nutrilait 8• Proprio Direct
•
4 Toyota 9• Aldo
•
5 Honda •
10 Kijiji
Ads from St-Hubert, Desjardins and Nutrilait are the only ones to generate a
globally positive emotional reaction. Ads from Toyota, Honda and RE/MAX caused a
light negative reaction close to neutrality while National Bank, Proprio Direct, Aldo and
Kijiji caused negative emotions. We should however note that consumers have a natural
tendency to react negatively to advertising. According to eMarketer, 87% of digital video
viewers have a negative primary attitude to digital video ads.
* eMarketer (2015). “Viewers in China Not Loving Digital Video Ads” 9
St-Hubert, Sugar 6% 1% 3%
Neutral
Sammy and Mom Happy
10%
Based on emotions, St-Hubert’s ad
Sad
performed best. It has the highest Angry
proportion of joy and globally caused the 17%
63% Surprised
most positive emotional reaction.
Scared
There is a positive rise of emotion in the Disgusted
last 9 seconds starting when Sugar
Sammy’s mom enters the room shouting.
Emotion reaches a positive peak when
butter chicken is mentioned in the last 5
seconds. For this portion of the video,
0.25
average valence is + 0,181.
0.15
Positive rise of emotion
in the last 9 seconds
0.05
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Sugar Sammy aime la variété -0.05 (Seconds)
View ad -0.15
Average valence: + 0,068 1 10Desjardins, Green 6% 1% 2%
Neutral
and Black Roofs Happy
11%
Desjardins ranks just behind St-Hubert
Sad
with a slightly lower proportion of joy Angry
(15% vs. 17%). As St-Hubert, it caused a
15%
65% Surprised
globally positive reaction.
Scared
There is a positive rise of emotion in the Disgusted
last 10 seconds of the ad. However,
valence stabilizes in the last 5 seconds. It
was not the case with St-Hubert where the
rise kept until the end. For this last
segment of the video, average valence is +
0.25
0,083 (vs. + 0,181 for St-Hubert).
0.15 Stability from
10 to 5 seconds
Gradual rise from
5 to 10 seconds
0.05
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Offre verte - Maison -0.05 (Seconds)
View ad -0.15
Average valence: + 0,035 2 111% 3%
Nutrilait, a Guilty 5%
Neutral
Pleasure 9% Happy
Nutrilait ranks right behind St-Hubert and
Sad
Desjardins for joy (11% vs. 17% et 15%). 11% Angry
It globally generated a positive emotional Surprised
reaction. 70%
Scared
There is a positive rise of emotion Disgusted
between 6 and 14 seconds starting when
the little girl screams. The rise is more
intense than in Desjardins. Even with
emotion droping slightly when the brand is
shown at the end, average valence for the
0.25
last 5 seconds is + 0,087 which is higher
than Desjardins (+ 0,083).
Slight decrease
0.15
at 14 seconds
Positive rise from
0.05 6 to 14 seconds
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Boire à même la bouteille de lait -0.05 (Seconds)
View ad -0.15
Average valence: + 0,022 3 121% 2%
Toyota and the 6%
Neutral
Little Dog’s Excuse Happy
12%
Toyota’s ad caused a globally negative
Sad
emotional reaction very close to 11% Angry
neutrality. Still, proportion of joy is the Surprised
same as Nutrilait (11%). 69%
Scared
The emotional state becomes positive after Disgusted
10 seconds when the “little dog” is
mentioned. The rise occurs quickly
between 11 and 12 seconds and emotion
stabilizes when the brand is presented.
Average valence for the last 5 seconds of
0.25
the ad is positive (+0,024).
0.15
Positive rise of emotion
after 10 seconds
0.05
(Seconds)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Une vraie bonne raison -0.05
View ad -0.15
Average valence: - 0,013 4 13Honda, Teenagers 2% 5%
5%
Neutral
and a Date Night Happy
9%
Honda follows Toyota closely with a
Sad
negative emotional reaction close to 8% Angry
neutrality. It did not do as well for joy (8% Surprised
vs. 11%). 70%
Scared
The emotional state is negative during the Disgusted
first 10 seconds. There is a well-defined
positive peak when the sentence “Don’t
open your hood to strangers” appears
as a closing punch line. Emotional valence
is positive in the last 5 seconds because
0.25
of this (+ 0,019).
0.15
Positive peak in
the last second
0.05
(Seconds)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Honda Pièces et Services – Rendez-vous -0.05
Negative emotion during 10 seconds
View ad -0.15
Average valence: - 0,014 5 14RE/MAX, André 5% 1% 2%
Neutral
Sauvé and a Broker Happy
14%
Despite a joy proportion similar to
Sad
Nutrilait and Toyota (12% vs. 11%), Angry
RE/MAX ranks sixth. As for Toyota and 12%
Surprised
Honda, emotions are mainly negative but 66%
still very close to neutrality. Scared
Disgusted
In opposition to the first ads in our ranking,
emotional journey is unstable and does not
include a positive peak at the end. Emotion
reaches its peak between 5 and 7
seconds when André Sauvé says“Ah wow, 0.25
ah ouin, ah ouash!”. The ad ends neutrally
with a slogan.
0.15
Postive peak from
0.05
5 to 7 seconds (Seconds)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Courtier RE\MAX, on serait fou de s’en passer -0.05
Mostly negative emotion
View ad -0.15
Average valence: - 0,018 6 15Banque Nationale 2% 3%
6%
Neutral
and White Hair Happy
11% Sad
Seventh in our ranking, Banque Nationale
is the first to cause a negative emotional 6% Angry
reaction throughout the ad. Surprised
72% Scared
The emotional journey is relatively stable.
There is a negative drop of emotion Disgusted
between 7 and 10 seconds after a few
moments of silence. Emotion slightly
rises when we hear “Realize that time
flies” and stabilizes with the brand’s
presentation. As for Honda, the punch line
is essential to understand the ad.
(Seconds)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
-0.05
Slight rise after
Mostly negative and
10 seconds
unstable emotion
Réalisez que le temps passe vite
View ad -0.15
Average valence: - 0,043 7 162% 2%
Proprio Direct and 5%
Neutral
Yves P. Pelletier Happy
11%
Proprio Direct ranks eighth with a globally
Sad
negative emotional reaction. 6% Angry
Surprised
Despite a negative average valence, there
73% Scared
is a positive rise of emotion from 4
seconds to the end which finishes on a Disgusted
positive peak when Yves. P. Pelletier
says “1-844-Proprio”. The emotional
journey in terms of general shape (positive
rise to reach a peak) is similar to our top
ads. It explains why majority of
respondents declared they liked the ad (Seconds)
(65%). 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
-0.05
Positive rise of emotion from
4 seconds to the end
Vous pouvez faire les deux. Vous comprenez ?
View ad -0.15
Average valence: - 0,047 8 171% 2%
Aldo and Trendy
Neutral
Young People 7%
Happy
13% Sad
Aldo is the only 30-second ad. Still, its
emotional summary resembles the last 7% Angry
four ads in our ranking. Again, the Surprised
emotional reaction is negative. 70%
Scared
Aldo’s emotional journey is the most Disgusted
unstable of all. The emotional state is
always negative. Three minor emotional
peaks occur at 7, 14 and 22 seconds
when a face is shown. The fact that Aldo’s
ad does not tell a story like the others can
explain this distinct emotional journey. (Seconds)
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28
Positive peaks at 7, 14 and 22 seconds
-0.05
Negative and unstable emotion
Place à l’inspiration – Hiver 2015
View ad -0.15
Valence moyenne : - 0,048 9 18Kijiji, a Rap Song 2% 4%
Neutral
and Some Cars 7%
Happy
Kijij ranks last for the emotional results with 12% Sad
the most negative reaction based on Angry
average valence. 6%
Surprised
69%
Even though the emotional journey is Scared
negative, as for Proprio Direct, there is Disgusted
positive rise of emotion between 6 and
13 seconds while the rap song is on. After,
emotion drops when Kijiji’s logo
appears on the screen. We should note
that according to our survey, respondents
like Kijiji’s ad better than Banque nationale (Seconds)
and Aldo. 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Positive rise from
-0.05 6 to 13 seconds Drop after
13 seconds
Sur Kijiji, y’a des vieux chars pis des neufs
View ad -0.15
Average valence: - 0,057 10 193. Survey Results
Phase 1 – Four Key Elements Measured After
Respondents Viewed Each Ad
After viewing each ad, respondents answered four standardized questions to measure
appreciation of the ad, intention to share on social media, impact on opinion toward the
brand and perception as a pre-roll ad (before online content).
Appreciation of the ad
“Globally, did you like this ad?”
Impact on opinion toward the brand
“Does this ad had a positive impact on your opinion toward…”
Intent to share the ad on social media
“What is the probability that you share this ad on social media?”
Perception of the ad if it was a pre-roll ad
“If you were forced to watch this ad before accessing content on the Internet (for example,
before watching a video on YouTube, a television show on a website, music, etc.), how
would you consider this ad?”
21Appreciation of the Ads
In general, participants preferred ads from St-Hubert, Nutrilait and Desjardins. The majority of
respondents also liked the ads from RE/MAX, Proprio Direct and Banque nationale. Kijiji’s,
Toyota’s, Honda’s and Aldo’s ads were not as appreciated.
Like Did not like
St-Hubert 90% 6%
Nutrilait 84% 13%
Desjardins 72% 24%
RE/MAX 68% 28%
Proprio Direct 65% 31%
Banque nationale 61% 37%
Kijiji 51% 46%
Toyota 51% 47%
Honda 49% 49%
Aldo 45% 54%
* For each ad, the complement to 100% corresponds to the answer “I don’t know”. 22Impact on Opinion Toward the Brand
Ads from St-Hubert and Nutrilait had the most positive impact on respondents’ opinion toward the
brands. RE/MAX, Proprio Direct, Desjardins and Kijiji also had a favorable but less intense impact.
Honda, Banque nationale, Toyota and Aldo ranked last.
Positive Negative No impact
St-Hubert 54% 1% 42%
Nutrilait 49% 5% 44%
RE/MAX 43% 8% 47%
Proprio Direct 42% 7% 46%
Desjardins 41% 4% 51%
Kijiji 39% 11% 49%
Honda 28% 12% 61%
Banque nationale 27% 8% 64%
Toyota 24% 8% 67%
Aldo 23% 12% 64%
* For each ad, the complement to 100% corresponds to the answer “I don’t know”. 23Intent to Share on Social Media
It’s unlikely respondents will share any ad on social media. These results are not surprising
considering consumers are not generally prone to sharing ads on social media platforms. St-Hubert is
the only one to stand out. It is significantly more likely to be shared than the others.
Likely Not likely
St-Hubert 37% 60%
Nutrilait 26% 71%
Toyota 26% 72%
Kijiji 25% 74%
Desjardins 23% 75%
Honda 23% 77%
RE/MAX 22% 73%
Proprio Direct 22% 72%
Aldo 15% 81%
Banque nationale 12% 88%
* For each ad, the complement to 100% corresponds to the answer “I don’t know”. 24Perception as a Pre-Roll Ad
Again, St-Hubert’s ad stands out. It would be the most pleasant pre-roll ad according to respondents.
Nutrilait, Desjardins and RE/MAX come after St-Hubert. Ads from Banque nationale and Aldo would
be the most unpleasant pre-roll ads for respondents.
Pleasant Unpleasant Indifferent
St-Hubert 80% 3% 13%
Nutrilait 61% 12% 24%
Desjardins 57% 15% 24%
RE/MAX 51% 20% 26%
Proprio Direct 41% 18% 36%
Kijiji 39% 37% 20%
Toyota 39% 24% 34%
Honda 36% 28% 36%
Banque nationale 34% 20% 42%
Aldo 33% 31% 34%
* For each ad, the complement to 100% corresponds to the answer “I don’t know”. 25Phase 2 – Aided Brand Recall
An aided brand recall survey* was sent to half of respondents 5 days after they viewed the ads, and to
the other half 10 days after.** As in our initial survey, St-Hubert performed best for brand recall. The
brand was recalled by 74% of respondents. Even if Aldo’s ad is the least appreciated, the brand was
recalled by 66% of respondents.
St-Hubert 74%
Aldo 66%
Kijiji 62%
RE/MAX 60%
Desjardins 56%
Nutrilait 53%
Proprio Direct 51%
Toyota 49%
Banque nationale 37%
Honda 32%
* Respondents had to identify which brands they saw in the ads among twenty brands. 26
** 177 out of 200 respondents completed this second phase of the survey.4. Conclusion
St-Hubert and Nutrilait Are Best Everywhere.
Desjardins Follows Closely.
St-Hubert takes it all followed by Nutrilait. Both ads ranked first in the survey for the four key
elements we measured and stood out in the facial expressions analysis. In addition to causing a
globally positive emotional reaction, they generated an emotional journey with a constant positive
rise. As St-Hubert and Nutrilait, Desjardins did well in the emotional results. However, RE/MAX and
Proprio Direct outperformed it in the survey for the impact on the opinion toward the brand and intent
to share on social media. Visually, we notice on the charts below that the positive rise of emotion is
less intense for Desjardins than for St-Hubert and Nutrilait. These results are further justified by a
positive correlation between average emotional valence and appreciation of the ad. St-Hubert,
who takes it all, is also the most recalled brand in our brand recall survey.
* Peason’s correlation coefficient is 0,808 for average valence and appreciation. 28Proprio Direct, RE/MAX and Kijiji Did Better
Than Expected in the Survey.
Ads from Proprio Direct, RE/MAX and Kijiji respectively ranked sixth, eighth and tenth out of ten for
the positive intensity of the emotional reaction. Nevertheless, they often ranked in the top five ads in
our survey. Surprising? This gap between emotional and survey results can be explained by emotional
journeys. Even if they generated a globally negative emotional reaction, Proprio Direct, RE/MAX
and Kijiji all caused well-defined positive emotional rises. This is why they are close to Banque
nationale and Aldo, and behind Toyota and Honda in terms of average valence. However, in their case,
there is a positive rise of emotion starting right after the first third of the ad.
29Toyota and Honda Take Too Long to Make
Respondents React to Stand Out.
Toyota, followed closely by Honda, did not stand out for emotional results with an average valence
close to neutrality. Except for intent to share on social media where Toyota ranked third, both brands
never figured in the top five ads in our survey results. As with many others, there is a positive rise of
emotion in their emotional journey but it comes too late. It only occurs in the last third of the ad. In
our top ads (St-Hubert, Desjardins and Nutrilait), the rise begins in the first third.
10 seconds 13,5 seconds
30Banque nationale and Aldo Cause Little
Reaction and Do Not Impress Respondents.
Banque nationale and Aldo finished last in the survey and emotional results. Their emotional
journeys are the only ones with no marked positive rise of emotion. In Banque nationale’s emotional
journey, emotion is relatively stable during the whole ad in addition to being globally negative. This
atypical journey explains why the ad was outranked by Proprio Direct and Kijiji in our survey even if it
has a slightly more positive average emotional valence. Aldo’s emotional journey is more unstable,
with a few peaks not related to well-defined rises like in other ads. However, it does seem like Aldo’s
ad is easier to remember. It ranked second in our aided brand recall survey.
31The 5 Last Seconds of the Ad Have the Biggest
Overall Impact on Respondents.
Our best performing ads are the ones who end on a positive emotional peak. The statistical
analysis showed that emotional valence during the last segment is almost perfectly correlated* with
the ad’s appreciation, intent to share on social media and perception as a pre-roll ad.
The more positive the emotions in the last five seconds of the ad, the more it may be
appreciated, shared and accepted when shown before online content. St-Hubert, who did best
in the survey, has an average valence of + 0,181 during its last segment. Nutrilait and Desjardins,
who also performed well, has respectively an average valence of + 0,087 and + 0,083.
St-Hubert stands out from the
other ads with an average
emotional valence of + 0,181
in the last third of the ad.
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
* Pearson’s correlation coefficients are 0,842 for apprection of the ad, 0,877 for intent to share the ad on
32
social media and 0,880 for perception of the ad as a pre-roll ad.Five Good Practices for Advertisers
1 Go for a positive surge of emotion
Go for a positive surge of emotion in the first part of the ad. The sooner the rise begins, the more
effective the ad will tend to be. Such was the case for our top 3 ads (St-Hubert, Nutrilait, Desjardins).
2 End on a positive emotional peak
To fully benefit from the positive surge of emotion, end your ad on a positive emotional peak.
Such was the case with St-Hubert, whose ad was the best performer
3 Work on how the brand is presented at ad’s conclusion
Intensity of emotion tends to drop in the last second of a video ad. To end on a positive emotional
peak, work on how the brand and slogan are presented in the conclusion.
4 Collaborate with spokespersons to improve ads
How can you generate positive emotions during an ad? By using spokespersons as St-Hubert,
RE/MAX and Proprio Direct did.
5 Integrate your brand in the story
To end on a positive peak, integrate the brand in the story. In Honda’s ad, the brand presentation
generates a positive peak that lasts till the end because it is shown with a punch line in the story.
335. Annexes
Annex 1: Profile of Respondents
Base : All respondents (n = 200) Base : All respondents (n = 200)
Gender Annual household income
Male 49% Less than $40 000 25%
Female 51% $40 000 to $59 999 14%
Age $60 000 to $79 999 18%
18 to 24 years old 21% $80 000 to $99 999 13%
25 to 34 years old 22% More than $100 000 18%
35 to 44 years old 17% Education
45 to 54 years old 18% Primary / Secondary 21%
55 to 64 years old 10% College 39%
65 years and older 12% University 39%
Area Minor children in the household
Montreal CMA* 38% Yes 36%
Quebec CMA* 12% No 64%
Other areas 50%
* Census metropolitan area
* For each category, the complement to 100% correspond to the answer “I don’t know” and “Refusal”. 35Annex 2: Additional Information on our Facial
Analysis Tool (FaceReader Software)
FaceReader is a program for facial analysis*. FaceReader has been trained to classify expressions in one of the
following categories: happy, sad, angry, surprised, scared, disgusted and neutral. These emotional categories have
been described by Ekman as the basic or universal emotions. Obviously, facial expressions vary in intensity and are
often a mixture of emotions. In additions, there is quite a lot of inter-personal variation.
How does FaceReader work?
1. The first step in facial expression recognition is detecting the face. FaceReader uses the popular Viola-Jones
algorithm to detect the presence of a face.
2. The next step is an accurate modeling of the face using an algorithmic approach based on the Active
Appearance method described by Cootes and Taylor. The model is trained with a database of annotated
images. It describes over 500 key points in the face and the facial texture of the face entangled by these points. The
key points include (A) the point that enclose the face (the part of the face that FaceReader analyzes); (B) points in
the face that are easily recognizable (lips, eyebrows, nose and eyes). The texture is important because it gives extra
information about the state of the face. The key points only describe the global position and the shape of the face,
but do not give any information about, for example, the presence of wrinkles and the shape of the eye brows. These
are important cues for classifying the facial expressions.
3. The actual classification of the facial expressions is done by training an artificial neural network. As training
material over 10 000 manually annotated images were used.
* The information presented on this page was extracted from a public document provided by FaceReader:
36
Noldus (2015). “FaceReader Methodology”, 6 p.Annex 2: Additional Information on our Facial
Analysis Tool (FaceReader Software)
In addition to neutrality, FaceReader detects six basic emotional categories described as universal. According to
scientific research, there are facial expressions of emotion common to all cultures based on how face muscles move.
The six basic emotional categories detected by FaceReader include most of the emotional concepts identified through
past research on universal facial expressions (Ekman, 1970)1. They are the following :
“Happy”;
“Surprised”;
“Scared”;
“Sad”;
“Angry”;
“Disgusted”.
“Happy” is the only positive emotion. “sad ”, “angry”, “scared” and “disgusted” are considered to be negative
emotions. “Surprised” can be either positive or negative. In some cases, negative emotions are not unpleasant
(Ekman, 2007)2. Some people enjoy being “angry” when they argue while others enjoy crying during a sad movie.
Therefore, it is essential to understand the context in which an emotional reaction occurs before qualifying it
as positive or negative. Each basic emotion reported by FaceReader consists of a family of emotions. For example,
anger (“angry”) can vary in intensity, ranging from contrariety to rage, and type. Anger can be internalized and take the
form of grudge, indignation, frigidity, and so on. Joy also comes in many forms ranging from amusement to relief.
Science does not yet allows us to distinguish emotions from a same family with facial expressions.
1 Ekman, P. (1970) : “Universal Facial Expressions of Emotion”
2
37
Ekman P. (2007). Emotions Revealed, Holt Paperbacks, 2nd edition, 320 p.Contact
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