How Reliable Are "State-of-the-Art" Facial EMG Processing Methods? Guidelines for Improving the Assessment of Emotional Valence in Advertising Research

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...