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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...
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...
In this study, we introduce analytical methods for web form usability. Since web forms are widely prevalent in society, one of key business challenges has been to create a web form with user satisfaction. Hence, we investigate users' feelings and their behavior using a questionnaire, eye tracking, and an electroencephalogram (EEG) during the completion of a Japanese web form. Moreover, we quantify...
In this study, we investigate what kinds of feelings consumers have while watching TV commercials in the presence of words (lines, a jingle, a sound logo, and on-screen words) that were later remembered, by using an electroencephalogram (EEG) and questionnaires. Every day, a great number of TV commercials are broadcasting. Since TV commercials have become indispensable advertising media, it is essential...
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