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This research unveils to predict consumer ad preferences by detecting seven basic emotions, attention and engagement triggered by advertising through the analysis of two specific physiological monitoring tools, electrodermal activity (EDA), and Facial Expression Analysis (FEA), applied to video advertising, offering a twofold contribution of significant value. First, to identify the most relevant physiological features for consumer preference prediction. We integrated a statistical module encompassing inferential and exploratory analysis tools, which identified emotions such as Joy, Disgust, and Surprise, enabling the statistical differentiation of preferences concerning various advertisements. Second, we present an artificial intelligence (AI) system founded on machine learning techniques, encompassing k-Nearest Neighbors, Support Vector Machine, and Random Forest (RF). Our findings show that the RF technique emerged as the top performer, boasting an 81% Accuracy, 84% Precision, 79% Recall, and an F1-score of 81% in predicting consumer preferences. In addition, our research proposes an eXplainable AI module based on feature importance, which discerned Attention, Engagement, Joy, and Disgust as the four most pivotal features influencing consumer ad preference prediction. The results indicate that computerized intelligent systems based on EDA and FEA data can be used to predict consumer ad preferences based on videos and effectively used as supporting tools for marketing specialists.
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An increasing number of countries have launched their central bank digital currencies (CBDC) in recent years, but the economic impacts of CBDC adoption are underexplored. To empirically assess how CBDC adoption influences regional economic integration, this paper investigates the Greater Bay Area, where China carried out one of its first digital renminbi pilot programs. The Greater Bay Area provides a good example because the growing acceptance of digital renminbi in the area can potentially mitigate transaction costs and risks due to the exchange rate volatility of the Chinese renminbi, Hong Kong dollar, and Macao pataca. CBDC adoption can lead to greater real and financial integrations by facilitating cross-border trade in goods and services. This paper evaluates deviations from uncovered interest rate parity, purchasing power parity, and real interest rate parity across Guangdong, Hong Kong, and Macao based on monthly interest rate and price data from January 2016 to December 2022. The time series have mean values near zero, which validate the parity conditions and indicate high degrees of financial, real, and economic integrations. The Markov regime-switching regression model identifies three regimes: (1) pre-Covid, (2) post-Covid, and (3) post-CBDC. The Covid-19 outbreak brought lower integration and stability, but the launch of the CBDC restored some of the pre-Covid integration and stability. Regimes 1 and 2 are persistent, and transitions from Regime 3 back to Regime 1 are probable. Hence, this study finds evidence that CBDC adoption improves regional economic integration in the short and long run.
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Academic Units
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Faculty of Business and Law
(2)
- Alexandre Lobo (1)
- Florence Lei (1)
- Silva, Susana C. (1)