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1

Rozpoznawanie i pomiar emocji w badaniach doświadczeń klienta

100%

Budzanowska-Drzewiecka M., Lubowiecki-Vikuk A.

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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2023

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vol. 67

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issue 5

67-77

EN

The study of customer experience requires the development of methodologies which measure such experience and account for its complexity. One important component of customer experience is emotion, the recognition and measurement of which is still a challenge for researchers. The purpose of this article is to discuss methods and techniques used to recognise and measure emotions in customer experience research. Particular attention is paid to the use of techniques derived from consumer neuroscience, including the dilemmas associated with reaching for automatic analysis of facial expressions. The literature review is indicative of the ongoing discussion on the benefits and limitations of using the automatic analysis of facial expressions technique in measuring customer experience. Despite its limitations, such a technique can be an attractive complement to methods and techniques used to capture the emotional components of customer experience at different stages (before, during, and after purchase).

PL

Badanie doświadczeń klienta wymaga rozwijania metodyki ich pomiaru pozwalającej na uwzględnienie ich złożoności. Jedną z ważnych składowych doświadczeń są emocje, których rozpoznawanie i pomiar stanowi wciąż wyzwanie dla badaczy. Celem artykułu jest dyskusja na temat metod i technik wykorzystywanych do rozpoznawania i pomiaru emocji w badaniach doświadczeń klienta. Szczególną uwagę poświęcono wykorzystaniu technik wywodzących się z neuronauki konsumenckiej, w tym dylematom związanym z sięganiem po automatyczną analizę ekspresji mimicznej. Studia literaturowe pozwoliły na dyskusję dotyczącą korzyści i ograniczeń stosowania automatycznej analizy ekspresji mimicznej w pomiarze doświadczeń klientów. Mimo ograniczeń, mogą one być traktowane jako atrakcyjne uzupełnienie metod i technik pozwalających na uchwycenie emocjonalnych komponentów doświadczenia klienta na różnych etapach (przed zakupem, w jego czasie i po nim).

2

Attempt at Detection of Deception Based on Records of Physiological Reactions Remotely Captured with FaceReader Software. Part 1

85%

Widacki J., Wójcik B., Szuba-Boroń A.

European Polygraph

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2022

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vol. 16

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issue 2(56)

38-51

EN

Strong emotions are among others manifested in the expressive movements (facial expression). Facial expressions are natural and universal by nature. They do not depend on ethnicity, culture, social status, age, etc. Nonetheless, humans are sometimes capable of controlling their facial expressions and hiding their emotions. Simulating emotions is a fundamental acting skill. However, controlling facial impressions takes time. The onset of such a control is delayed by anything from 0.25 to even 0.1 second – the period when the authentic facial expression, adequate to the emotion is demonstrated – and therefore remains imperceptible to an external observer. This short-lived facial expression observed in that short meantime is known as microexpression. FaceReader, designed by Dutch company Noldus (established and directed by Professor Lucas Noldus), is a software package for automatic recognition and analysis of facial expression. As its diagnostic value for validity as well as reliability, that is the level of correct indications, remains unknown, we decided to determine it experimentally and have chosen to run an experiment comparing its diagnostic value with that of a traditional polygraph examination.

3

Behavioural Data in Credibility Assessment: Case Study of Kaja Godek’s Explanatory Statement of Anti-LGBT Law

80%

Wawrzyński P.

Nowa Polityka Wschodnia

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2021

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vol. 4(31)

125-142

RU

В статье исследуется применение анализа поведенческих данных для оценки достоверности говорящего. В ней показано, как исследователи исследуют невербальное общение, выражения эмоций или индикаторы возбуждения для оценки сооответсвия с использованием аудиовизуального материала. Более того, тематическое исследование пояснительного заявления польской политической активистки Каи Годек о законопроекте, направленном против ЛГБТ, от 28 октября 2021 года предлагает возможные решения, с помощью которых автоматизированная система FaceReader (и Система кодирования лица в качестве ее теоретической основы) может обогатить методы социальных наук. В результате статья является примером новаторского подхода к политической коммуникации и достоверности аргументации.

EN

The paper explores the application of behavioural data analysis in the credibility assessment of a speaker. It presents how researchers investigate non-verbal communication, expressions of emotions or indicators of arousal to evaluate congruency using audiovisual material. Furthermore, the case study of Polish political activist Kaja Godek’s explanatory statement of an anti-LGBT bill on October 28, 2021, suggests possible ways, in which the automated system FaceReader (and Facial Action Coding System as its theoretical background) may enrich methods of social science. As a result, it offers an example of an innovative approach towards political communication and the credibility of an argument.

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1 European Polygraph

1 Nowa Polityka Wschodnia

1 Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

1 Budzanowska-Drzewiecka M.

1 Lubowiecki-Vikuk A.

1 Szuba-Boroń A.

1 Wawrzyński P.

1 Widacki J.

1 Wójcik B.

1 2023

1 2022

1 2021

Rozpoznawanie i pomiar emocji w badaniach doświadczeń klienta

Attempt at Detection of Deception Based on Records of Physiological Reactions Remotely Captured with FaceReader Software. Part 1

Behavioural Data in Credibility Assessment: Case Study of Kaja Godek’s Explanatory Statement of Anti-LGBT Law