ИСТИНА

The methology and new software have been developed in actual research. It was needed for quantitative analysis of emotional reactions during watching audiovisual content (documentary movies, commercials). One of approaches for solving this task is registration of vegetative reactions on polygraph in response to emotional stimulus (cardiovascular data, photoplethysmogram, skin-galvanic responses and breathing parameters). The most in demand parameters in quantitative estimation of emotional reactions are the parameters that allow to estimate the strength of emotional reaction (emotional involvement) and emotional valency (positive or negative emotions). Definition of emotional modality or the type of emotion (joy, sadness, anger, disgust, amazement, contempt, shame, etc.) is in interest in qualitative estimation of emotional reactions. 120 respondents in age from 18 to 60 were participated in the research for training set building. Verification of the method was executed on more than 1000 respondents, who paticipated in neuromarketing research of commercials and 8 art movies.