The application of physiological observation methods to emotion research

Purpose - The purpose of this paper is to examine consumer emotions and the social science and observation measures that can be utilised to capture the emotional experiences of consumers. The paper is not setting out to solve the theoretical debate surrounding emotion research, rather to provide an assessment of methodological options available to researchers to aid their investigation into both the structure and content of the consumer emotional experience, acknowledging both the conscious and subconscious elements of that experience. Design/methodology/approach - A review of a wide range of prior research from the fields of marketing, consumer behaviour, psychology and neuroscience are examined to identify the different observation methods available to marketing researchers in the study of consumer emotion. This review also considers the self report measures available to researchers and identifies the main theoretical debates concerning emotion to provide a comprehensive overview of the issues surrounding the capture of emotional responses in a marketing context and to highlight the benefits that observation methods offer this area of research. Findings - This paper evaluates three observation methods and four widely used self report measures of emotion used in a marketing context. Whilst it is recognised that marketers have shown preference for the use of self report measures in prior research, mainly due to ease of implementation, it is posited that the benefits of observation methodology and the wealth of data that can be obtained using such methods can compliment prior research. In addition, the use of observation methods cannot only enhance our understanding of the consumer emotion experience but also enable us to collaborate with researchers from other fields in order to make progress in understanding emotion. Originality/value - This paper brings perspectives and methods together to provide an up to date consideration of emotion research for marketers. In order to generate valuable research in this area there is an identified need for discussion and implementation of the observation techniques available to marketing researchers working in this field. An evaluation of a variety of methods is undertaken as a point to start discussion or consideration of different observation techniques and how they can be utilised.

Facial emotion recognition and alexithymia in adults with somatoform disorders

The primary aim of this study was to investigate facial emotion recognition (FER) in patients with somatoform disorders (SFD). Also of interest was the extent to which concurrent alexithymia contributed to any changes in emotion recognition accuracy. Twenty patients with SFD and 20 healthy, age, sex and education matched, controls were assessed with the Facially Expressed Emotion Labelling Test of FER and the 26-item Toronto Alexithymia Scale. Patients withSFD exhibited elevated alexithymia symptoms relative to healthy controls.Patients with SFD also recognized significantly fewer emotional expressions than did the healthy controls. However, the group difference in emotion recognition accuracy became nonsignificant once the influence of alexithymia was controlled for statistically. This suggests that the deficit in FER observed in the patients with SFD was most likely a consequence of concurrent alexithymia. It should be noted that neither depression nor anxiety was significantly related to emotion recognition accuracy, suggesting that these variables did not contribute the emotion recognition deficit. Impaired FER observed in the patients with SFD could plausibly have a negative influence on these individuals’ social functioning.

The influence of emotional intensity on facial emotion recognition in disordered eating

Significant facial emotion recognition (FER) deficits have been observed in participants exhibiting high levels of eating psychopathology. The current study aimed to determine if the pattern of FER deficits is influenced by intensity of facial emotion and to establish if eating psychopathology is associated with a specific pattern of emotion recognition errors that is independent of other psychopathological or personality factors. Eighty females, 40 high and 40 low scorers on the Eating Disorders Inventory (EDI) were presented with a series of faces, each featuring one of five emotional expressions at one of four intensities, and were asked to identify the emotion portrayed. Results revealed that, in comparison to Low EDI scorers, high scorers correctly recognised significantly fewer expressions, particularly of fear and anger. There was also a trend for this deficit to be more evident for subtle displays of emotion (50% intensity). Deficits in anger recognition were related specifically to scores on the body dissatisfaction subscale of the EDI. Error analyses revealed that, in comparison to Low EDI scorers, high scorers made significantly more and fear-as-anger errors. Also, a tendency to label anger expressions as sadness was related to body dissatisfaction. Current findings confirm FER deficits in subclinical eating psychopathology and extend these findings to subtle expressions of emotion. Furthermore, this is the first study to establish that these deficits are related to a specific pattern of recognition errors. Impaired FER could disrupt normal social functioning and might represent a risk factor for the development of more severe psychopathology.

Emotion recognition and alexithymia in females with non-clinical disordered eating

Objectives: The aims were to determine if emotion recognition deficits observed in eating disorders generalise to non-clinical disordered eating and to establish if other psychopathological and personality factors contributed to, or accounted for, these deficits. Design: Females with high (n=23) and low (n=22) scores on the Eating Disorder Inventory (EDI) were assessed on their ability to recognise emotion from videotaped social interactions. Participants also completed a face memory task, a Stroop task, and self-report measures of alexithymia, depression and anxiety. Results: Relative to the low EDI group, high EDI participants exhibited a general deficit in recognition of emotion, which was related to their scores on the alexithymia measure and the bulimia subscale of the EDI. They also exhibited a specific deficit in the recognition of anger, which was related to their scores on the body dissatisfaction subscale of the EDI. Conclusions: In line with clinical eating disorders, non-clinical disordered eating is associated with emotion recognition deficits. However, the nature of these deficits appears to be dependent upon the type of eating psychopathology and the degree of co-morbid alexithymia.