by Adrian Lacey

BBC Business spoke to Christian Madsbjerg, about affective computing as more consumer electronics propose to use such technology.

In the article, Christian Madsbjerg notes that "affective applications are "built to Western, Japanese or Chinese models, and emotions are different in other cultures".

From the article:
"He also points out that our bodies, and their physical context, are crucial to our moods and reactions. "An emotional response to a given commercial in the warm, dark room of the focus group may have no relation to the way that same commercial is perceived at home or on a subway platform," he argues.

A violinist soloing at Carnegie Hall at a high point in her career may be feeling exultant, but her face won't show it, he says, because she's concentrating so hard. A robot would struggle to interpret her "frozen" facial expression, he maintains."

Read the full piece here.