Applying Implicit Association Test Techniques and Facial Expression Analyses in the Comparative Evaluation of Website
Maurizio Mauri1,2, Gaia Rancati3, Andrea Gaggioli1,4
1Department of Psychology, Catholic University of Milan, Milan, Italy.
Frontiers in Psychology
|October 29, 2021
Summary
Neuromarketing techniques like the implicit association test (IAT) and facial expression analysis effectively assess user experience (UX) on automotive websites. These methods reveal emotional impact and changes in implicit brand associations after website navigation.
Area of Science:
- Neuromarketing
- Human-Computer Interaction
- Psychology
Background:
- Customer experience (CX) research widely uses neuromarketing techniques.
- Limited research explores the simultaneous application of these techniques for user experience (UX) assessment.
- Automotive websites offer a relevant context for evaluating brand interactions.
Purpose of the Study:
- To verify if neuromarketing techniques, specifically the implicit association test (IAT) and facial expression analysis, can assess user experience (UX) during and after website navigation.
- To compare the UX of websites from two automotive brands using these neuromarketing methods.
- To investigate the impact of website navigation on implicit brand associations.
Main Methods:
- An online experimental study involving 160 Italian university students.
- Participants completed a Brand Association Reaction Time Test (BARTT) version of the IAT before and after navigating one of two automotive brand websites.
- Emotional facial expressions were recorded during the first 3 minutes of website navigation.
- A heuristic evaluation was also conducted for traditional website assessment.
Main Results:
- Neuromarketing techniques, particularly the IAT, demonstrated significant results in assessing UX, showing changes in reaction times before and after navigation.
- Facial expression analysis revealed significant emotional differences between the two automotive brand websites, indicating their distinct emotional impact.
- A positive correlation was found between neuromarketing findings and heuristic evaluation, supporting the applicability of neuromarketing in UX.
Conclusions:
- Neuromarketing techniques, including IAT and facial expression analysis, are valuable tools for assessing user experience on brand websites.
- These methods can effectively measure emotional responses and implicit associations related to website interactions.
- The findings support the successful integration of neuromarketing strategies into UX research and practice.
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