Exploring unconscious user responses to affective computing in interactive prototypes: a consumer neuroscience study
Affective Computing (AC) has gained increasing attention for its potential to enrich Human–Computer Interaction by enabling technologies to recognise and respond to human emotions.However, there is limited research on how users unconsciously react to AC-based interactiveprototypes at a physiological...
| Authors: | , , , |
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| Format: | article |
| Publication Date: | 2025 |
| Country: | España |
| Institution: | Universidad Autónoma de Madrid |
| Repository: | Biblos-e Archivo. Repositorio Institucional de la UAM |
| Language: | English |
| OAI Identifier: | oai:repositorio.uam.es:10486/750640 |
| Online Access: | https://hdl.handle.net/10486/750640 https://dx.doi.org/10.1080/0144929X.2025.2504514 |
| Access Level: | Open access |
| Keyword: | Affective computing Consumer neuroscience Interactive prototype Artificial intelligence Human-computer interaction Economía |
| Summary: | Affective Computing (AC) has gained increasing attention for its potential to enrich Human–Computer Interaction by enabling technologies to recognise and respond to human emotions.However, there is limited research on how users unconsciously react to AC-based interactiveprototypes at a physiological level during interaction. This study examines user cognitive andaffective responses to two interactive AC-based Prototypes using consumer neurosciencetechniques – Electroencephalogram (EEG), Galvanic Skin Response (GSR), and Eye-tracking – tocapture unconscious physiological responses. Two laboratory experiments were conducted witha total sample of 34 participants, each experiment employing a different interactive AC-basedprototype. The objective is to explore how users engage in cognitive and affective responses, aswell as visual behaviour, through unconscious physiological responses generated duringinteractions with AC-based Prototypes. Results indicate that AC-based Prototypes exhibitgreater engagement, cognitive load, and emotional impact on users compared to conventionaltechnology. This study contributes to the field by providing evidence on how AC Prototypesinfluence user responses at an unconscious level, offering insights into how these technologiescan enhance human-computer interactions. These findings indicate that AC technology enablesmore personalized and emotionally adaptive interactions between humans and machines byresponding to users’ affective states |
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