Detection of latent emotion using TV commercial evaluation

Tomomi Nomura, Yasue Mitsukura

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)


In this study, we detect latent emotions by evaluating Japanese TV commercials. Since TV commercials have penetrated deeply in our lives, they have given significant impacts on consumers' willingness to buy as well as on enhancement of brand image. Evaluating TV commercials and comprehending psychology of consumers are cited as one of key business issues. Therefore, we focus on consumers' latent emotions while watching TV commercials that they favorably remembered afterward, by using an electroencephalogram (EEG) and a questionnaire. In our experiment, we deal with award-winning and non-award-winning TV commercials in Japan. Moreover, we examine the effects of the favorable TV commercials on consumers' memories with time. The results showed that different kinds of latent emotions were interacted depending on characteristics of TV commercials: the presence of award and viewing time. In particular, consumers experienced the same kinds of emotions while watching the award-winning TV commercials that left favorable impressions on them not only soon after watching but also a month later. This tendency did not apply to the non-award-winning TV commercials. In this way, we investigate how consumers' favorable TV commercials actually impact on their latent emotions and their memories.

Original languageEnglish
Title of host publicationProceedings - 2015 8th International Conference on Human System Interaction, HSI 2015
PublisherInstitute of Electrical and Electronics Engineers Inc.
Number of pages7
ISBN (Electronic)9781467369367
Publication statusPublished - 2015 Jul 28
Event8th International Conference on Human System Interaction, HSI 2015 - Warsaw, Poland
Duration: 2015 Jun 252015 Jun 27

Publication series

NameProceedings - 2015 8th International Conference on Human System Interaction, HSI 2015


Other8th International Conference on Human System Interaction, HSI 2015


  • EEG
  • TV commercials
  • memory
  • questionnaire

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Human-Computer Interaction
  • Human Factors and Ergonomics
  • Computer Science Applications


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