Opening the « black box » of electrodermal activity in consumer neuroscience research
Résumé
For 30 years, the study of emotional reactions of consumers has been a topic of research based on electrophysiological indices. To date, more than 20 studies using the measurement of electrodermal activity (EDA) have been published in marketing. This recording method is experiencing a renewed interest with the emergence of consumer neuroscience and participates in investigative techniques of brain functions. Although the implementation of EDA measurement is an attainable technique, its signal analysis is nonetheless complex. Recently, researchers in psychophysiology have developed a new digital tool for EDA signal processing, thus optimizing the evaluation of the “activation” component of an emotional episode. A careful reading of the literature has identified several methods of collecting and processing the EDA signal which are discussed. Recommendations are proposed and illustrated in an exploratory study using seven TV commercials. The results show that the application of standards for signal processing by means of nonnegative deconvolution improves the robustness of measures thus contributing to the enhancement of consumer neuroscience research.