Detection of latent emotion using TV commercial evaluation

Tomomi Nomura; Yasue Mitsukura

doi:10.1109/HSI.2015.7170685

Detection of latent emotion using TV commercial evaluation

Tomomi Nomura, Yasue Mitsukura

Department of System Design Engineering

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

2 Citations (Scopus)

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	https://doi.org/10.1109/HSI.2015.7170685
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

Keywords

EEG
memory
questionnaire
TV commercials

ASJC Scopus subject areas

Computer Networks and Communications
Human-Computer Interaction
Human Factors and Ergonomics
Computer Science Applications

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10.1109/HSI.2015.7170685

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Nomura, T., & Mitsukura, Y. (2015). Detection of latent emotion using TV commercial evaluation. In Proceedings - 2015 8th International Conference on Human System Interaction, HSI 2015 (pp. 309-315). [7170685] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/HSI.2015.7170685

Nomura, T & Mitsukura, Y 2015, Detection of latent emotion using TV commercial evaluation. in Proceedings - 2015 8th International Conference on Human System Interaction, HSI 2015., 7170685, Institute of Electrical and Electronics Engineers Inc., pp. 309-315, 8th International Conference on Human System Interaction, HSI 2015, Warsaw, Poland, 15/6/25. https://doi.org/10.1109/HSI.2015.7170685

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