July 25, 2016 12:30 - 14:00

Does electroencephalogram (EEG) of an audience viewing an episode in a serial of a TV program explain his/her viewing behavior toward subsequent episodes more than his/her verbal reaction does?

[Speaker] Kumakura, Hiroshi:1
1:Chuo University (Japan)

Audiences' biological reactions to TV programs are measured, and their subsequent viewing behaviors toward these programs are traced. First, audiences' electroencephalograms (EEG) toward the first episodes in a serial of TV drama are measured in a laboratory, and their verbal reactions/evaluations to the episodes with interviews are measured before and after measuring their EEG. Then, audience behaviors, whether they view the second and the last episodes of these programs, are investigated. Last, their verbal evaluations to these programs with interviews are measured after the last episodes. This research shows that biological reactions with EEG toward the first episodes explain their behaviors viewing the second and the last episodes in a serial of TV drama more than their verbal reactions/evaluations with interview do their behaviors.
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