Toward an Unobtrusive Measure of Emotion During Interaction: Thermal Imaging Techniques

Purpose – This paper proposes a new procedure for measuring affective responses during social interaction using facial thermographic imaging. Methodology – We first describe the results of several small pilot experiments designed to develop and refine this new measure that reveal some of the methodological advantages and challenges offered by this measurement approach. We then demonstrate the potential utility of this measure using data from a laboratory experiment (N=114) in which we used performance feedback to manipulate identity deflection and measured several types of affective responses – including self-impressions and emotions. Findings – We find warming of the brow (near the corrugator muscle) and cheek (near the zygomatic major muscle) related most strongly to emotion valence and self-potency, with those whose brows and cheeks warmed the most feeling less positive emotion and less potent self-impressions. Warming in the eye area (near the orbicularis oculi) related most closely to undirected identity deflection and to positive self-sentiments. Positive self-views and strong identity disruptions both contributed to warming of the eyes. Implications – The rigor of contemporary sociological theories of emotion exceeds our current ability to empirically test these theories. Facial thermographic imaging may offer sociologists new assessments of affect and emotion that are ecologically valid, socially unreactive, temporally sensitive, and accurate. This could dramatically improve our ability to test and develop affect based theories of social interaction.