How Commercial Food Videos Affect Female Customers: Measuring Female Bio-response Towards Commercial Food Videos

摘要

The concept design of a food television commercial (TVC) could affect the effectiveness of immersive media and user experience. Traditional methods (e.g., surveys or eye tracking) for evaluating the targeted consumer's responses are serious limited in several aspects. In this paper, through closely working with the TVC designers, we used the data gathered from physiological sensor to measure viewers' watching experiences. We thereby conclude how we used our own Galvanic Skin Response (GSR) sensors to measure audience responses to the three clips of food TVCs. The results demonstrate that GSR sensors can provide fine-grained information for the advertisement community. Compared to subjective evaluation methods, the continuous user experience can be vividly visualized, and this enables designers to efficiently evaluate the impact of a TVC.