Abstract
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 language | English |
|---|---|
| Title of host publication | Proceedings - 2015 8th International Conference on Human System Interaction, HSI 2015 |
| Publisher | Institute of Electrical and Electronics Engineers Inc. |
| Pages | 309-315 |
| Number of pages | 7 |
| ISBN (Print) | 9781467369367 |
| DOIs | |
| Publication status | Published - 2015 Jul 28 |
| Event | 8th International Conference on Human System Interaction, HSI 2015 - Warsaw, Poland Duration: 2015 Jun 25 → 2015 Jun 27 |
Other
| Other | 8th International Conference on Human System Interaction, HSI 2015 |
|---|---|
| Country | Poland |
| City | Warsaw |
| Period | 15/6/25 → 15/6/27 |
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Keywords
- EEG
- memory
- questionnaire
- TV commercials
ASJC Scopus subject areas
- Computer Networks and Communications
- Human-Computer Interaction
- Human Factors and Ergonomics
- Computer Science Applications
Cite this
Detection of latent emotion using TV commercial evaluation. / Nomura, Tomomi; Mitsukura, Yasue.
Proceedings - 2015 8th International Conference on Human System Interaction, HSI 2015. Institute of Electrical and Electronics Engineers Inc., 2015. p. 309-315 7170685.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
}
TY - GEN
T1 - Detection of latent emotion using TV commercial evaluation
AU - Nomura, Tomomi
AU - Mitsukura, Yasue
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 - memory
KW - questionnaire
KW - TV commercials
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
SN - 9781467369367
SP - 309
EP - 315
BT - Proceedings - 2015 8th International Conference on Human System Interaction, HSI 2015
PB - Institute of Electrical and Electronics Engineers Inc.
ER -