When a new technological product launching fails: A multi-method approach of facial recognition and E-WOM sentiment analysis

Abstract The dual aim of this research is, firstly, to analyze the physiological and unconscious emotional response of consumers to a new technological product and, secondly, link this emotional response to consumer conscious verbal reports of positive and negative product perceptions. In order to do this, biometrics and self-reported measures of emotional response are combined. On the one hand, a neuromarketing experiment based on the facial recognition of emotions of 10 subjects, when physical attributes and economic information of a technological product are exposed, shows the prevalence of the ambivalent emotion of surprise. On the other hand, a nethnographic qualitative approach of sen…