植基於腦波分析、表情觀察與問卷調查之廣告態度衡量比較

Measuring Attitudes toward the TV Commercials through EEG Analysis, Expression Observation, and Questionnaire

曾乙婷(Yi-Ting Zeng)

指導教授 ： 楊運秀 ； 汪志堅

國立臺北大學/商學院/企業管理學系/碩士(2014年)

摘要

本研究利用腦波分析並輔以問卷與表情觀察法，來探索受測者的廣告情緒反應與廣告態度衡量之比較，並探討情緒效價是否會因此提升廣告態度，以及涉入程度是否對兩者造成干擾。本研究主要目的在於驗證不同的資料收集方式(腦波數據、表情變化與問卷資料)，以了解此腦波分析、表情觀察等兩種資料收集方法運用於廣告研究的可能性，並了解三種資料收集方法收集到資料的異同之處，並探討腦波分析與表情辨識是否可做為資料收集方法，以提升廣告研究的效率。本研究採取實驗設計的方式進行三次的實證研究：研究一以問卷的方式收集資料，受訪者為313位大學生，目的在於了解情緒效價、廣告態度、涉入程度三者之間的關係。研究二使用腦波分析與問卷調查收集資料，受訪者為20位研究生，目的在於了解腦波分析是否可運用於衡量受測者對於廣告的情緒反應，且是否與廣告態度有關。研究三使用觀察法與問卷調查收集資料，受訪者為20位研究生，目的在於了解表情觀察法是否可運用於衡量受測者對於廣告的情緒反應。研究一結果發現，使用較正面的情緒效價的廣告時，消費者的廣告態度較高。愉悅度、激發度、涉入程度皆會對廣告態度有影響，不考慮與這三者的交互作用，性別並不會直接影響廣告態度，但若考慮這點，性別轉而顯著，男性的廣告態度會比女性低。另外，愉悅度與激發度對於廣告態度的影響，容易發生於低涉入的消費者。研究二結果發現，腦波在快樂的情緒狀態下，能持續達到專注狀態的程度最高，也可以產生最佳的廣告態度。研究三結果發現，在觀看廣告時，出現明顯表情時(佔全體樣本的52%)，表情觀察可以察知65.23%的情緒變化，但是如果沒有出現明顯表情(佔全體樣本的48%)則無法利用表情來探知閱聽人之情緒變化，且閱聽人在面對愉悅度較高的廣告時，比較能透過表情來探知閱聽人的情緒。綜合三個研究結果可以得知，要利用腦波研究或表情分析來型研究，仍有相當多的地方需要突破。

關鍵字

表情觀察 ； 腦波分析 ； 廣告態度 ； 激發度 ； 愉悅度 ； 情緒效價

並列摘要

This research plans to use Electroencephalography (EEG) with facial expression recognition (VCR) to explore the feasibility of the advertising emotional reaction application. It is to determine whether emotional valence could improve attitudes toward the ad, with the involvement as a moderator. This research tries to incorporate the EEG analysis and facial expression recognition as advertising research data collection methods. With the implementation of this research project, we may understand the feasibility advertising research using different types of data collection methods (EEG data, facial expression and questionnaire data), and able to understand the similarities and differences between the collected data. Through EEG analysis, we may be able to directly understand consumers' emotional reaction during watching TV advertising. There are three experimental design studies in this research; each subject completed watching a movie with five different emotions advertising testing, and then fills out the questionnaire. Respectively, as follows: Study 1, a questionnaire study that respondents were 313 students. It aims to understand the relationship between emotional valence, ad attitude and the degree of involvement. Study 2, using EEG analysis and questionnaires to collect data, respondents were 20 graduate students. The study purpose is to understand whether EEG analysis can be applied to measure the subject's emotional response to the ad. How is the relationship between EEG data and ad attitude? Study 3, using observation and questionnaires to collect data that respondents were 20 graduate students, aims to understand whether the observation can be applied to measure the subject's emotional response to the ads. The result of study 1 found that the use of a more positive emotional valence of advertising, higher consumer advertising attitude. Valence inspire degrees of involvement are interested in advertising attitude affects not consider the interaction of these three. Gender does not directly affect ad attitude. Result of study 2 found that brain waves in a happy mood state can continue to focus on the highest level of the state that also can produce the best advertising attitude. Result of study 3 found that 52% subjects appear to have a specific face expression. And there are up to 36 % subject that the survey results consistent with the observation of face expression. The higher degree of pleasure in advertising has the more response in face expression. Accordingly, the consolidated results of the three studies could understand that these three kinds of data collection method have each advantages and disadvantages. And they have the consistency of results. The higher valence can enhance advertising attitude and get more positive results; the advertising of pleasure can easily be measured.

並列關鍵字

EEG analysis ； Attitudes toward the ad ； Arousal ； Pleasure ； Emotional valence ； Expression observation

參考文獻

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