If you are interested in reading more about the academic foundations our idea has been built upon, below is a selection of the key papers. 

EMG-based facial gesture recognition through versatile elliptic basis function neural network                       
Hamedi, M., Salleh, SH., Astaraki, M., Noor, M.                                                                   
BioMedical Engineering OnLine. 2013; 12: 73                                                                                                                                             Tag: Human-computer interaction                                                                                                 

Facial neuromuscular signal classification by means of least square support vector machine for MuCI
Hamedi, M., Salleh, SH., Astaraki, M., Noor, M.
Applied Soft Computing. 2015; 30: 1-822                                                                                                                                                   Tag: Human-computer interaction  

Human facial neural activities and gesture recognition for machine-interfacing applications
Hamedi, M., Salleh, SH., Tan, TS., Ismail, K., Ali, J., Dee-Uam, C., Pavaganun, C., Yupapin, PP  
International Journal of Nanomedicine. 2011; 6: 3461–3472                                                                                                                       Tag: Human-computer interaction 

Surface Electromyography-Based Facial Expression Recognition in Bi-Polar Configuration
Hamedi, M., Salleh, SH., Tan, TS., Kamarulafizam,  I. 
Journal of Computer Science. 2011; 7 (9) : 1407-1415                                                                                                                                  Tag: Human-computer interaction 

Robust Facial Expression Recognition for MuCI: A Comprehensive Neuromuscular Signal Analysis
Hamedi, M., Salleh, SH., Ting, CM., Astaraki, M., Noor, M.
IEEE Transactions on Affective Computing. 2016; PP (99 ): 1                                                                                                                      Tag: Human-computer interaction                                                                                                                      

Time-Frequency Facial Gestures EMG Analysis using Bilinear Distribution
Hamedi, M., Salleh, SH., Kamarulafizam, I., Noor, M.                                                                               
IEEE International Conference on Signal and Image Processing Applications (ICSIPA). 2015; 169-173                                                     Tag: Human-computer interaction

Facial Gesture Recognition Using Two-Channel Bio-Sensors Configuration and Fuzzy Classifier: A Pilot Study
Hamedi, M., Rezazadeh, IM., Firoozabadi, M.
International Conference on Electrical, Control and Computer Engineering. 2011; 338-340                                                                     Tag: Human-computer interaction

Comparison of Multilayer Perceptron and Radial Basis Function Neural Networks for EMG-based Facial Gesture Recognition
Hamedi, M., Salleh, SH., Astaraki, M., Noor, M., Harris, AR.
The 8th International Conference on Robotic, Vision, Signal Processing & Power Applications. 2014; 291 : 285-294                             Tag: Human-computer interaction

From Sound to Significance: Exploring the Mechanisms Underlying Emotional Reactions to Music
Juslin, P., Barradas, G., Eerola, T. 
The American Journal of Psychology. 2015; 128 (3) 
Tag: Psychology

Learning When Serious: Psychophysiological Evaluation of a Technology-Enhanced Learning Game
Cowley, B., Fantato, M., Jennett, C., Ruskov, M., Ravaja, N. 
Journal of Educational Technology & Society. 2014; 17 (1)
Tag: Human-computer interaction

Motivated Selective Attention During Political Ad Processing: The Dynamic Interplay Between Emotional Ad Content and Candidate Evaluation
Wang, Z., Morey, A.C., Srivastava, J. 
Communication Research. 2014;  41 (1)
Tag: Media response

Purchase Behavior and Psychophysiological Responses to Different Price Levels
Somervuori, O., Ravaja, N. 
Psychology & Marketing. 2013; 30 (6)
Tag: Psychology

Sociality of Facial Expressions in Immersive Virtual Environments: A Facial EMG Study
Philipp, M. C., Storrs, K.R., Vanman, E.J. 
Biological Psychology. 2012; 91 (1)
Tag: Human-computer interaction

Which Broadcast Medium Better Drives Engagement?
Peacock, J, Purvis, S, Hazlett, Richard L. 
Journal of Advertising Research. 2011; 51 (4)
Tag: Media response

Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing
Walla, P., Brenner, G., Koller, M. 
Plos ONE. 2011; 6 (11) 
Tag: Psychology

Simultaneous Acquisition of Corrugator Electromyography and Functional Magnetic Resonance Imaging: A New Method for Objectively Measuring Affect and Neural Activity Concurrently
Heller, A.S., Greischar, L.L., Honor, A., Anderle, M. J., Davidson, R.J. 
Neuroimage. 2011; 58 (3) : 930-934
Tag: Healthcare

Smile to See the Forest: Facially Expressed Positive Emotions Broaden Cognition
Johnson, K.J., Waugh, C.E., Fredrickson, B.L. 
Cognition & Emotion. 2010; 24 (2)
Tag: Psychology

An Electromyographic Investigation of the Impact of Task Relevance on Facial Mimicry
Canon, Peter. R., Hayes, A.E., Tipper, S
Cognition and Emotion. 2009; 23 (5)
Tag: Psychology

A Facial Electromyographic Investigation of Affective Contrast
Larsen, T., Norris, J.
Pyschophysiology. 2009; 46 (4): 831–842
Tag: Healthcare

Analysis of Neurophysiological Reactions to Advertising Stimuli by Means of EEG and Galvanic Skin Response Measures
Ohme, R., Reykowska, D., Wiener, D., Choromanska, A.
Journal of Neuroscience, Psychology, and Economics.  2009; 2 (1): 21-31
Tag: Psychology

Valence Lasts Longer than Arousal: Persistence of Induced Moods as Assessed by Psychophysiological Measures
Gomez, P., Zimmerman, P.G., Guttormsen, S., Danuser, B.
Journal of Psychophysiology. 2015; 23: 7-17
Tag: Psychology 

Enhanced Facial EMG Activity in Response to Dynamic Facial Expressions
Wataru, S., Fujimura, T., Suzuki, N.
International Journal of Psychophysiology. 2008; 70 (1): 70–74
Tag: Media response

Simultaneous Recording of EEG and Facial Muscle Reactions during Spontaneous Emotional Mimicry
Achaibou, A., Pourtois, G., Schwartz, S., Vuillemier, P.  
Neuropsychologia. 2008; 46 (4): 1104–1113
Tag: Psychology 

The Psychophysiology of James Bond: Phasic Emotional Responses to Violent Video Game Events
Ravaja, N., Turpeinen, M., Saari, T., Puttonen, S., Keltikangas-Jarvinen, L.  
Emotion. 2008; 8 (1): 114-20
Tag: Psychology 

Engagement, Emotions, and the Power of Radio - A New Study of How Radio Affects Consumer Emotions
Conducted by Gallup

Radio Ad Effectiveness Lab (Radio Ad Lab). 2007
Tag: Human-computer interaction

More Than Mere Mimicry? The Influence of Emotion on Rapid Facial Reactions to Faces
Moody, J., McIntosh, N., Mann, J., Weisser, R.  
Emotion. 2007; 7 (2): 447– 457
Tag: Psychology

Similar Facial Electromyographic Responses to Faces, Voices and Body Expressions.
Magnée, J., Stekelenburg, J., Kemner, C., de Gelder, B.
Neuroreport. 2007; 18 (4): 369-72
Tag: Psychology

Measuring Emotional Valence to Understand the User's Experience of Software
Hazlett, L., Benedeck, J. 
International Journal of Human-Computer Studies. 2007; 65 (4): 306–314
Tag: Human-computer interaction

Similar Facial Electromyographic Responses to Faces, Voices, and Body Expressions
Magnée, J., Stekelenburg, J., Kemner, C., de Gelder, B.
Cognitive Neuroscience & Neuropsychology Neuroreport. 2007; 18 (4): 369-372
Tag: Psychology 

Electromyographic Responses to Static and Dynamic Avatar Emotional Facial Expressions
Weyers, P., Helberger, A., Hefele, C., Pauli, P. 
Psychophysiology. 2006; 43 (5): 450–453
Tag: Human-computer interaction

Computing Emotion Awareness through Facial Electromyography
Broek, L., Schut, H., Westerink, J.H.D., Herk Jan van, Tuinenbreijer, K  
Computer Science (Human-Computer Interaction). 2006; 9379: 51-62
Tag: Human-computer interaction

Study of Posed Emotion in Facial EMG Asymmetry
Zhou, R., Hu, S.  
Perceptual & Motor Skills. 2006; 102 (2): 430-434
Tag: Psychology

Real-time Estimation of Emotional Experiences from Facial Expressions
Partala, T. 
Interacting with Computers. 2006; 18 (2): 208-226
Tag:  Human-computer interaction

The Facial Pattern of Disgust, Appetence, Excited Joy and Relaxed Joy: An improved Facial EMG Study
Wolf, K., Mass, R., Ingenbleek, T., Kiefer, F., Naber, D., Wiedemann, K.  
Scandinavian Journal of Psychology. 2005; 46 (5): 403-409
Tag: Psychology 

The Review of Applications and Measurements in Facial Electromyography
Huang, C. N., Chen, C.H., Chung, H. Y.
Journal of Medical & Biological Engineering. 2005; 25 (1): 15-20
Tag: Human-computer interaction

Suboptimal Exposure to Facial Expressions: When Viewing Video Messages from a Small Screen: Effects in Emotion, Attention and Memory
Ravaja, N., Kallinen, K., Saari, T. 
Journal of Experimental Psychology. 2004; 10 (2): 120-13
Tag: Human-computer interaction

Effects of Positive and Negative Affect on Electromyographic Activity over Zygomaticus Major and Corrugator Supercilii
Larsen, J. T., Norris, C. J., Cacioppo, J.T. 
Psychophysiology. 2003; 40 (5): 776-785
Tag: Psychology 

Presence-Related Influences of a Small Talking Facial Image on Psychophysiological Measures of Emotion and Attention
Ravaja, N.  
Proceedings of the 5th Annual International Workshop Presence. 2002
Tag: Psychology

The Effects of Message Valence and Listener Arousal on Attention, Memory and Facial Muscular Responses to Radio Advertisements.
Boll, P. D., Lang, A., Potter, R.F.
Communication Research. 2001; 28 (5): 627-651
Tag:Psychology 

Mind at Ease Puts a Smile on the Face: Psychophysiological Evidence That Processing Facilitation Elicits Positive Affect
Winkielman, P., Cacioppo, J.T.
Journal of Personality & Social Psychology. 2001; 81 (6): 989-1000
Tag:Psychology

Emotional Response to Television Commercials:Facial EMG vs. Self Report
Hazlett, Richard, Hazlett, Sasha Yassky
Journal of Advertising Research. 1999; 39: 7-24
Tag: Psychology

Facial Electromyographic Responses to Vocal Affect Expressions
Hietanen, Jari K.
Psychophysiology. 1998; 35 (5) : 530-536
Tag: Psychology

Facial and Jaw-elevator EMG Activity in Relation to Changes in Performance Level During a Sustained Information Task
Waterink, W.,  Boxtel, A.
Biological Psychology. 1994; 37 (3) : 183–198
Tag: Psychology

Muscle Tension in Generalized Anxiety Disorder: Elevated Muscle Tonus or Agitated Movement? 
Hazlett, R.L., McLeon, D.M., Hoehn-Saric, R.
Psychophysiology. 1994; 31 (2): 189–195
Tag: Healthcare

On the Distinct Meaning of Smiles and Frowns
Pope, Lois K., Smith, Craig
Cognition and Emotion. 1994; 8 (1) : 65-72
Tag: Psychology

Looking at Pictures: Affective, Facial, Visceral, and Behavioral Reactions
Lang, Peter J., Greenwald, Mark, Bradley, Margaret, Hamm, Alfons
Psychophysiology. May 1993; 30 (3) : 261–273
Tag: Psychology

Microexpressive Facial Actions as a Function of Affective Stimuli: Replication and Extension
Cacioppo, J.T., Bush, L.K., & Tassinary, L.G.
Pers Soc Psychol Bull. October 1992; 18 (5) : 515-526
Tag: Psychology

Unobservable Facial Actions and Emotions
Tassinary, Louis G.  and Cacioppo, John T. 
Psychological Science. January 1992; 3 (1) ; 28-33
Tag: Psychology

Facial Electromyography and Emotional Reactions
Dimberg, U.
Psychophysiology. 1990; 27(5) : 481-94
Tag: Psychology

Gender Differences in Facial Reactions to Facial Expressions
Dimberg, U.
Biological Psychology. April 1990; 30 (2) : 151–159
Tag: Psychology

Facial Electromyography and the Experience of Emotion
Dimberg, U.
Journal of Psychophysiology. 1988; 2(4) : 277-282
Tag: Psychology

Facial Electromyography, Fear Relevance and the Experience of Stimuli
Dimberg, U., Thell, Steve
Journal of Psychophysiology. 1988; 2 (3) : 213-219
Tag: Psychology

Specific Forms of Facial EMG Response Index Emotions During an Interview: From Darwin to the Continuous Flow Hypothesis of Affect-laden Information Processing
Cacioppo, John T., Martzke, Jeffrey, Petty, Richard, Tassinary, Louis
Journal of Personality and Social Psychology. Apr 1988; 54(4) : 592-604
Tag: Psychology

Emotional Responding Following Experimental Manipulation of Facial Electromyographic Activity
McCanne, Thomas R.,  Anderson, Judith A.
Journal of Personality and Social Psychology. Apr 1987; 52 (4) : 759-768
Tag: Psychology

Electromyographic Activity Over Facial Muscle Regions Can Differentiate the Valence and Intensity of Affective Reactions
Cacioppo, John T., Petty, Richard E., Losch, Mary E., Kim, Hai Sook
Journal of Personality and Social Psychology. Feb 1986; 50 (2) : 260-268
Tag: Psychology

Facial Reactions to Facial Expressions
Dimberg, U. 
Psychophysiology. 1982; 19 (6) : 643-647
Tag: Psychology

Relationships Between Facial Electromyography and Subjective Experience During Affective Imagery
Brown, Serena-Lynn, Schwartz, Gary E. 
Biological Psychology. 1980; 11 (1) : 49-62
Tag: Psychology

Facial Muscle Patterning and Subjective Experience During Affective Imagery: Sex Differences
Brown, Serena-Lynn, Schwartz, Gary E., Ahern, Geoffrey L. 
Psychophysiology 1980; 17 (1) : 75–82
Tag: Human-computer interaction