Extraction of unconscious emotions while watching TV commercials

Tomomi Nomura, Yasue Mitsukura

研究成果: Conference contribution

8 被引用数 (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.

ホスト出版物のタイトルIECON 2015 - 41st Annual Conference of the IEEE Industrial Electronics Society
出版社Institute of Electrical and Electronics Engineers Inc.
出版ステータスPublished - 2016 1月 25
イベント41st Annual Conference of the IEEE Industrial Electronics Society, IECON 2015 - Yokohama, Japan
継続期間: 2015 11月 92015 11月 12


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

ASJC Scopus subject areas

  • 電子工学および電気工学
  • 産業および生産工学


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