Exploration of commercial web-sites affects autonomic responses related to unconscious emotions

In this work we are interested in analyzing any correlations between physiological parameters, extracted from signals such as Electrocardiogram, respiratory signal and Skin Conductance, and self-reported indices related to emotional or cognitive stimulations. For this purpose, an experiment involving twenty participants with a mean age of 25 5 years of both sexes (13 males and 7 females) was carried out. The protocol included the navigation in simulated web-sites and the vision of two different commercial products (utilitarian and hedonistic). At the end of the navigation, a questionnaire was submitted to the subject in order to measure his/her feelings and emotions in a qualitative and subjective way. Quantitative features were extracted from the physiological signals recorded during the execution of the protocol. We performed a correlation analysis between self-reported and physiological responses related to Arousal, Pleasure, Expectancy and Situational Involvement. Findings showed that when a consumer is exposed to a utilitarian product, the physiological emotional responses are disassociated from the self-reported ones. For the hedonistic product, instead, self-reported measures significantly correlate with physiological arousal features like the combined effect of cardiac and respiratory activity and the Heart Rate.