So sánh phương pháp

	Facial Coding in Advertising Research	Neuromarketing with EEG
Lĩnh vực	Tiếp thị	Tiếp thị
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1978	2015
Người khởi xướng	Paul Ekman & Wallace Friesen (FACS); Daniel McDuff & Rana el Kaliouby (automated ad coding)	Hilke Plassmann, Vinod Venkatraman, Scott Huettel & Carolyn Yoon; Richard Davidson (frontal asymmetry)
Loại	Facial-expression measurement pipeline for emotional ad response	Neurophysiological measurement pipeline for consumer response
Công trình gốc	Ekman, P., & Friesen, W. V. (1978). Facial Action Coding System: A Technique for the Measurement of Facial Movement. Palo Alto, CA: Consulting Psychologists Press. ISBN: 9780931835018	Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research, 52(4), 427-435.
Tên gọi khác	Facial Expression Analysis, Automated Facial Coding, Emotion AI for Ads, Facial Action Coding for Marketing	Consumer Neuroscience, EEG Neuromarketing, Neuro-Ad Testing, Brain-Based Advertising Measurement
Liên quan	3	3
Tóm tắt	Facial coding measures consumers' emotional responses to advertising by analyzing the movements of their faces while they watch. It rests on Paul Ekman and Wallace Friesen's Facial Action Coding System (FACS), which decomposes any expression into elemental action units, the contractions of individual facial muscles such as the lip-corner pull of a smile or the brow lowering of a frown. Manual FACS coding is precise but slow, so the field has shifted to automated facial coding, in which computer-vision models detect landmarks and action units frame by frame and map them to emotions and to continuous valence and arousal. Daniel McDuff, Rana el Kaliouby, and colleagues showed at scale that these automatically measured facial responses to ads predict ad liking and even changes in purchase intent. Aggregated across viewers, the result is a second-by-second emotional response curve over the ad, revealing where it amuses, surprises, bores, or repels. Facial coding thus turns spontaneous, fleeting expressions into a quantitative, time-resolved index of how an ad makes people feel.	Neuromarketing, or consumer neuroscience, applies brain-imaging and biometric measurement to study how consumers respond to advertising, products, brands, and prices. Electroencephalography (EEG) is its most widely used tool because it records electrical activity from scalp electrodes with millisecond resolution, capturing the rapid dynamics of attention and emotion as a stimulus unfolds. From the cleaned signal, researchers derive indices such as frontal alpha asymmetry, which Richard Davidson's work links to approach versus withdrawal motivation, along with engagement ratios from beta, alpha, and theta power and event-related potentials time-locked to stimulus events. These neural measures are often combined with autonomic biometrics such as galvanic skin response and heart rate, and with fMRI in lab settings, to triangulate emotional arousal and valence. Plassmann, Venkatraman, Huettel, and Yoon's 2015 Journal of Marketing Research article set out the legitimate applications and the methodological challenges of this field. The promise is to capture moment-to-moment, non-conscious responses that consumers cannot or will not verbalize, while the discipline insists those signals be interpreted cautiously and validated against behavior.