Disclosure dilemma

Figure 2: Textual disclosure in the experimental condition

The study utilized a Qualtrics survey that seamlessly integrated with FaceReader Online. By combining the Qualtrics survey with FaceReader Online, the emotional response could be measured quickly and easily by the researcher.

Clear instructions were provided to the participants during the measurement, resulting in reliable data collection. The recorded data was promptly analyzed and presented clearly with graphs and figures.

Revealing perspectives on the disclosure dilemma

Interestingly, no noticeable effect of disclosure (present/not present) was found on both brand attitude and purchase intention. This suggests that disclosing sponsored content may not have a direct influence on the brand attitude and purchase intentions of young adults. 

Additionally, no noticeable effect was found of disclosures on the activation of persuasion knowledge or the emotional responses of young adults. Furthermore, these emotional responses did not have a noticeable effect on the purchase intention of young adults.

However, FaceReader Online did reveal a noticeable effect of emotions on brand attitude. More positive emotional responses were found to have a positive influence on how the brand was perceived. This indicates that creating positive emotions in influencer content can help promote a positive brand attitude.

How FaceReader Online may provide new insights

Although not proven the main goal of the research, this study emphasizes the importance of understanding consumers’ emotional responses to sponsored content, as it can influence their attitudes towards the promoted brand. Therefore, in future research on consumers’ emotional reactions to disclosures, FaceReader Online could be used more frequently. 

This study has demonstrated that FaceReader Online is an effective method for measuring subtle and unconscious emotional responses in the context of influencer marketing. Particularly in experimental settings, FaceReader Online can be valuable because even when participants are aware of the camera and try to provide neutral responses, unconscious emotions can still influence brand attitude and how the brand was perceived behavior².

Also read: Why you should use FaceReader Online for your human behavior research.

Uncovering the unconscious emotions

Facereader is a reliable tool for assessing emotions, as traditional methods of measuring emotions, such as self-report scales, may not always be deemed accurate due to the subjective nature of emotions and personal interpretations. Moreover, cognitive processes triggered by advertisements frequently operate at an unconscious level, making it challenging for consumers to consciously reflect upon them. 

Furthermore, in previous research, emotion has often been measured using self-report scales, but this method is not always considered accurate due to the subjective nature of emotions and individual interpretations^13,14. 

Additionally, cognitive processes evoked by advertisements often occur unconsciously, making it difficult for consumers to consciously reflect on them^15,16. Noldus FaceReader Online holds significant potential in this regard as it serves as a valuable tool to enhance our understanding of emotions and, more specifically, to effectively measure the impact within the context of influencer marketing.

Noldus FaceReader Online is a valuable implication in this regard and can complement the scientific knowledge in the context of efficiently measuring emotions and more specifically disclosures in influencer marketing.

Facilitating large-scale emotion research

Finally, FaceReader Online is user-friendly and allows for the recruitment of a large number of participants. By integrating FaceReader with online surveys, research can be easily disseminated. Participation is convenient for respondents, as they can choose whether and when they want to participate in the study. This facilitates large-scale research. 

By utilizing FaceReader Online, we can enhance our understanding of emotions, complement existing scientific knowledge and measurement methods, and gain valuable insights into the effects of emotional responses.

References

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16. Mizerski, R., & White, D. J. (1986). Understanding and using emotions in advertising. Journal of Consumer Marketing, 3(4), 57-69. https://doi.org/10.1108/eb008180