... More recently, Noldus FaceReader TM (version 6.0) has proven to be a reliable indicator of facial expressions of basic emotions, although it could stand to become more robust with respect to FACS coding (Lewinski et al., 2014d). AFEA technology has been used in a variety of consumeraffective research and marketing studies (de Wijk et al., 2012He et al., 2012aHe et al., ,b, 2014He et al., , 2016He et al., , 2017Garcia-Burgos and Zamora, 2013;Lewinski et al., 2014a,b,c;Chavaglia and Filipe, 2015;Crist et al., 2016;Mozuriene et al., 2016;Walsh et al., 2017a,b); however, these studies fail to characterize the role of FACS, specifically AUs, as it pertains to consumer emotional behavior and stimuli evaluation. Additional approaches exist, such as those from the field of neuromarketing, to understand how internal and external forces (e.g., an individual's internal emotional experience vs. emotional expression by entities outside of the individual) might shift consumers from one pattern of decisions to another (Breiter et al., 2015). ...