Analysis of emotional responses to promotional videos: a case study with first-cycle students from the Faculty of Administrative and Economic Sciences at the Technical University of Cotopaxi
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Abstract
Introduction. This study analyzes the emotional responses generated by an institutional promotional audiovisual stimulus in first cycle students from the Faculty of Administrative and Economic Sciences of the Technical University of Cotopaxi, considering the relevance of audiovisual communication in university contexts and its influence on attention and emotional response. Objective. The main objective was to analyze the emotional responses produced by an institutional promotional video in students using the FaceReader software, to identify the predominant emotional trend during exposure to the audiovisual stimulus. Methodology. The research followed a quantitative approach with a non-experimental, cross-sectional, and descriptive design. The sample consisted of 50 students whose facial expressions were recorded during the viewing of an integrated institutional audiovisual stimulus. The biometric analysis evaluated basic emotions as well as emotional valence, arousal level, and attention indicators, with the data statistically processed using SPSS version 26. Results. The findings revealed a predominance of neutral emotion, accompanied by elevated levels of attention and low levels of confusion, as well as slightly higher values of positive emotional valence compared to negative valence, without registering high intensity emotional reactions. Conclusion. It is concluded that the institutional audiovisual stimulus generated stable emotional responses and adequate levels on the application of biometric tools for the analysis of institutional audiovisual. General Area of Study: Administration. Specific area of study: Institutional communication and neuromarketing. Type of study: Original article.
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