Food-evoked emotions and purchase intention in mobile watched YouTube chocolate campaigns: an application of FaceReader online and self-measurement methods
by Foteini-Rafailia Panavou; Katerina Tzafilkou; Anastasios A. Economides
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 16, No. 2, 2025

Abstract: This study proposes that food-evoked emotions can occur in the context of mobile watched YouTube chocolate campaigns and affect the viewers' consumption decision. Through a mixed analysis on 34 participants, the study explores the main emotions that can be detected through FaceReader Online, and self-reported measurements. As the results indicate consumers tend to report the emotions that they perceived higher than others at certain points in time and not only in the final parts of the campaign. Also, positive emotions of happiness and surprise are positively associated with intention to buy or taste the product, while negative emotions of sadness and anger trace a negative association. The exploratory findings reveal that FaceReader and self-reported methods provide comparable results in terms of happiness. Overall, face tracking can serve as a complementary tool to self-reported measures by indicating mixed emotions and specific points where emotions are at high levels.

Online publication date: Mon, 03-Mar-2025

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