Extraction of unconscious emotions while watching TV commercials

Tomomi Nomura, Yasue Mitsukura

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

8 Citations (Scopus)


Our aim of this study is to examine whether there are emotional differences in TV commercials that consumers watch favorably/unfavorably, using an electroencephalogram (EEG) and a questionnaire. With the advance of marketing research, neuromarketing has attracted rising attention, which allows us to know consumers' unconscious emotions. Among a great number of neuromarketing researches, we focus on TV commercials, which are pervasive in our daily lives and which have great influence on society. Therefore, experiments are carried out with actual TV commercials created in Japan. We identify what kinds of emotions are correlated while consumers are watching their favorable/unfavorable TV commercials. Furthermore, as a long-term follow-up, we survey how many these TV commercials consumers keep in their memories even a month later from the experiment day. As a result, we confirmed that there were strong significant correlations between concentration and stress while watching favorable TV commercials. This tendency was not seen in the case of unfavorable TV commercials. Hence, different emotional states could interact one another depending on consumers' preferences of TV commercials. In addition, favorable TV commercials were more retained in consumers' memories. In this way, we investigate how TV commercials actually have effects on not only consumers' unconscious emotions but also their memories.

Original languageEnglish
Title of host publicationIECON 2015 - 41st Annual Conference of the IEEE Industrial Electronics Society
PublisherInstitute of Electrical and Electronics Engineers Inc.
Number of pages6
ISBN (Electronic)9781479917624
Publication statusPublished - 2016 Jan 25
Event41st Annual Conference of the IEEE Industrial Electronics Society, IECON 2015 - Yokohama, Japan
Duration: 2015 Nov 92015 Nov 12


Other41st Annual Conference of the IEEE Industrial Electronics Society, IECON 2015


  • EEG
  • memory
  • questionnaire
  • TV commercial

ASJC Scopus subject areas

  • Electrical and Electronic Engineering
  • Industrial and Manufacturing Engineering


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