TY - GEN
T1 - Detection of latent emotion using TV commercial evaluation
AU - Nomura, Tomomi
AU - Mitsukura, Yasue
N1 - Publisher Copyright:
© 2015 IEEE.
PY - 2015/7/28
Y1 - 2015/7/28
N2 - 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.
AB - 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.
KW - EEG
KW - TV commercials
KW - memory
KW - questionnaire
UR - http://www.scopus.com/inward/record.url?scp=84945935651&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84945935651&partnerID=8YFLogxK
U2 - 10.1109/HSI.2015.7170685
DO - 10.1109/HSI.2015.7170685
M3 - Conference contribution
AN - SCOPUS:84945935651
T3 - Proceedings - 2015 8th International Conference on Human System Interaction, HSI 2015
SP - 309
EP - 315
BT - Proceedings - 2015 8th International Conference on Human System Interaction, HSI 2015
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 8th International Conference on Human System Interaction, HSI 2015
Y2 - 25 June 2015 through 27 June 2015
ER -