Face Emotions and Short Surveys during Automotive Tasks
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The purpose of our research is to better understand the relationship between human facial expressions—face emotions—and consumer attitudes toward products and services. J.D. Power’s Voice of the Customer research measures customer satisfaction with products and services based on consumer surveys. Survey research asks respondents what they think or how they feel about products/services and then extrapolates that data to actual attitudes that impact consumer behavior. Biometrics is an alternative to infer attitudes from observations of bodily behaviors corresponding to human emotions. Specifically, the research evaluated how human facial expressions would compare with survey responses in order to measure attitudes and behaviors. Early research by Cacioppo, Quintanar, Petty, and Snyder (1981, 1979) evaluated the relationship among facial expressions, emotions, and attitudes, and an expansion of this assessment using modern computer technologies seemed promising.
Biometrics takes physical information from a human body and makes it quantifiable. Biometrics technologies are becoming increasingly refined. A variety of bodily measurements can be evaluated, including facial expressions, heart rate, eye tracking, pupil dilation, galvanic skin response (arousal), and voice modulations. How effective is biometrics in assessing emotions and attitudes? The focus of the research in this study is on facial expressions as an assessment of respondent’s attitudes.