Abstract
Traditionally, the efficacy of TV commercials has been evaluated using surveys. However, studies show that human decision-making can be unreliable, and may not reflect the true preferences of consumers. Because of this, there has been a growing interest in using physiological indices, such as brain activity, to measure consumer responses to advertising. The purpose of this study was to evaluate consumer’s brain activity while watching TV commercials. This research is now being verified and we will discuss about the results in the AHFE. We believe that this research can be applied not only to TV commercials, but also to a wide range of video content, including Internet video advertisement, movies, virtual reality, and others.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Cyber Agent: Market research on domestic video advertisement (2016)
Hashimoto, Y., Tsuzuki, T.: Mismatch between interpretation of intention and results in multi-attribute decision-making: the choice blindness paradigm and decision-making by bounded rationality. Rikkyo Psychol. Res. 55, 45–53 (2013)
Johansson, P., Hall, L., Sikstrom, S., Olsson, A.: Failure to detect mismatches between intention and outcome in a simple decision task. Science 310, 116–119 (2005)
McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M., Montague, P.R.: Neural correlates of behavioral preference for culturally familiar drinks. Neuron 44, 379–387 (2004)
Shibata, T.: Measuring the decision-making process of purchase: from neuroeconomics to neuromarketing. IEICE 96 (2013)
Azehara, S.: Analysis between First Impression of Likability and Change of Oxy-Hb in Frontal Cortex during Watching Video, Chuo University Graduate School Master’s thesis (2018)
Hofer, A.: Gender differences in regional cerebral activity during the perception of emotion. NeuroImage 32(2), 854–862 (2006)
Su, P.J.: The effect of celebrity advertising on advertising communication: literature review and research directions. Waseda Bus. Rev. 44, 21–37 (2009)
Yokoyama, R.: Have Your TV ADS Reached Audience? (2017)
Acknowledgments
We are deeply grateful to the members of Human Media Engineering Laboratory of the Faculty of Science and Technology, Chuo University, and the Kansei Robotics Research Center, for their participation in research discussions and collaboration in experiments.
This work was partially supported by a JSPS KAKENHI grant, “Research on Sensitivity Symbiosis Mechanism within Groups in Real Space/Information Space” (No. 25240043) and a TISE Research Grant from Chuo University, “KANSEI Robotics Environment”.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer International Publishing AG, part of Springer Nature
About this paper
Cite this paper
Tanida, H., Kato, T. (2019). Verification of Brain Activity When Watching TV Commercials Using Optical Topography. In: Fukuda, S. (eds) Advances in Affective and Pleasurable Design. AHFE 2018. Advances in Intelligent Systems and Computing, vol 774. Springer, Cham. https://doi.org/10.1007/978-3-319-94944-4_9
Download citation
DOI: https://doi.org/10.1007/978-3-319-94944-4_9
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-94943-7
Online ISBN: 978-3-319-94944-4
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)