Detection of KANSEI value trends using the electroencephalogram during watching memorable TV commercials

Mana Negishi, Yasue Mitsukura

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

Abstract

In this paper, we aimed to get the trends of the KANSEI, which is alike 'how to feel', values of the memorable TV commercials (CMs) using the electroencephalogram (EEG) while subjects watch TV CMs. KANSEI is Japanese word because of studying at first in Japan. The questionnaire has been used as conventional evaluation method of TV CMs. This method is subjective evaluation, so it is difficult to know the details of situations that affect memory because it cannot get instantaneous evaluation. To solve this problem, we did memory follow-up questionnaire surveys and measured the EEG when watching memorable TV CMs that is objective evaluation using the bio signals. We got KANSEI values from EEG data using 'KANSEI Analyzer'. A KANSEI Analyzer is an application which detects subject's degrees of five emotional states: 'Like', 'Interest', 'Concentration', 'Calmness', and 'Stress', by original system constructed by Dentsu ScienceJam Inc. The degree of each emotional state is calculated per second, which is represented in percentage (0%: low degree-100%: high degree). We did carry out two experiments and compared KANSEI values. We performs correlation analysis, and get trends of KANSEI values in watching memorable TV CMs. As a result, we got the trends of KANSEI values when watching memorable TV CMs that 'Concentration' and 'Stress' values 3∼10% decreased toward end of TV CMs, and went up in last few seconds. Also, 'Interest' value increased. Accordingly, we were able to get the trends of the KANSEI values of the memorable TV CMs using the EEG when watching TV CMs.

Original languageEnglish
Title of host publication2016 IEEE International Symposium on Signal Processing and Information Technology, ISSPIT 2016
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages184-187
Number of pages4
ISBN (Electronic)9781509058440
DOIs
Publication statusPublished - 2017 Mar 23
Event2016 IEEE International Symposium on Signal Processing and Information Technology, ISSPIT 2016 - Limassol, Cyprus
Duration: 2016 Dec 122016 Dec 14

Other

Other2016 IEEE International Symposium on Signal Processing and Information Technology, ISSPIT 2016
CountryCyprus
CityLimassol
Period16/12/1216/12/14

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Electroencephalography
Data storage equipment
Experiments

Keywords

  • biosignal
  • EEG
  • kansei
  • memory
  • TV commercials

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications
  • Signal Processing

Cite this

Negishi, M., & Mitsukura, Y. (2017). Detection of KANSEI value trends using the electroencephalogram during watching memorable TV commercials. In 2016 IEEE International Symposium on Signal Processing and Information Technology, ISSPIT 2016 (pp. 184-187). [7886031] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ISSPIT.2016.7886031

Detection of KANSEI value trends using the electroencephalogram during watching memorable TV commercials. / Negishi, Mana; Mitsukura, Yasue.

2016 IEEE International Symposium on Signal Processing and Information Technology, ISSPIT 2016. Institute of Electrical and Electronics Engineers Inc., 2017. p. 184-187 7886031.

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

Negishi, M & Mitsukura, Y 2017, Detection of KANSEI value trends using the electroencephalogram during watching memorable TV commercials. in 2016 IEEE International Symposium on Signal Processing and Information Technology, ISSPIT 2016., 7886031, Institute of Electrical and Electronics Engineers Inc., pp. 184-187, 2016 IEEE International Symposium on Signal Processing and Information Technology, ISSPIT 2016, Limassol, Cyprus, 16/12/12. https://doi.org/10.1109/ISSPIT.2016.7886031
Negishi M, Mitsukura Y. Detection of KANSEI value trends using the electroencephalogram during watching memorable TV commercials. In 2016 IEEE International Symposium on Signal Processing and Information Technology, ISSPIT 2016. Institute of Electrical and Electronics Engineers Inc. 2017. p. 184-187. 7886031 https://doi.org/10.1109/ISSPIT.2016.7886031
Negishi, Mana ; Mitsukura, Yasue. / Detection of KANSEI value trends using the electroencephalogram during watching memorable TV commercials. 2016 IEEE International Symposium on Signal Processing and Information Technology, ISSPIT 2016. Institute of Electrical and Electronics Engineers Inc., 2017. pp. 184-187
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