Perception of Artificial Intelligence: GSR Analysis and Face Detection




emotion; neuromarketing; artificial intelligence; consumer


This study explored the perception of artificial intelligence (AI) through GSR analysis and facial expression detection across eight different video stimuli. The results indicate that one video elicited the highest cognitive engagement, while another showed significant engagement through both the frequency and intensity of responses. Certain videos displayed a lower frequency but higher intensity of responses. The Shapiro‒Wilk and Levene’s tests validated the use of ANOVA, confirming the normality and homogeneity of variances. Despite variations in mean GSR peaks per minute, ANOVA revealed no significant differences in physiological responses among the different interaction types. Gender analysis revealed similar high physiological responses to AI stimuli for both males and females, with most stimuli eliciting statistically significant GSR peaks per minute. The Affectiva AFFDEX SDK classifier analysed emotional responses, revealing that joy was predominantly higher in one video, while another elicited the most sadness. Anger and fear were nearly non-existent, and contempt varied, with one video showing the highest response. Disgust and surprise responses were generally low. These findings highlight the importance of emotional content in engaging viewers and the utility of GSR and facial expression analysis in understanding AI's impact on user perception. This research provides insights into cognitive and emotional engagement with AI-related stimuli, emphasizing the need for tailored content to enhance user interaction. The study's implications extend to marketing, education, and healthcare, where optimizing user engagement with AI can lead to improved outcomes and satisfaction.


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How to Cite

Lyulyov, O., Pimonenko, T., Infante-Moro, A., & Kwilinski, A. (2024). Perception of Artificial Intelligence: GSR Analysis and Face Detection. Virtual Economics, 7(2), 7–30.




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