Transactions on Affective Computing
IEEE Transactions on Affective Computing (TAC) is intended to be a cross disciplinary and international archive journal aimed at disseminating results of research on the design of systems that can recognize, interpret, and simulate human emotions and related affective phenomena. Read the full scope of TAC
From the July-September 2015 issue
Predicting Ad Liking and Purchase Intent: Large-Scale Analysis of Facial Responses to Ads
By Daniel McDuff, Rana El Kaliouby, Jeffrey F. Cohn, and Rosalind W. Picard,
Billions of online video ads are viewed every month. We present a large-scale analysis of facial responses to video content measured over the Internet and their relationship to marketing effectiveness. We collected over 12,000 facial responses from 1,223 people to 170 ads from a range of markets and product categories. The facial responses were automatically coded frame-by-frame. Collection and coding of these 3.7 million frames would not have been feasible with traditional research methods. We show that detected expressions are sparse but that aggregate responses reveal rich emotion trajectories. By modeling the relationship between the facial responses and ad effectiveness, we show that ad liking can be predicted accurately (ROC AUC = 0.85) from webcam facial responses. Furthermore, the prediction of a change in purchase intent is possible (ROC AUC = 0.78). Ad liking is shown by eliciting expressions, particularly positive expressions. Driving purchase intent is more complex than just making viewers smile: peak positive responses that are immediately preceded by a brand appearance are more likely to be effective. The results presented here demonstrate a reliable and generalizable system for predicting ad effectiveness automatically from facial responses without a need to elicit self-report responses from the viewers. In addition we can gain insight into the structure of effective ads.
Editorials and Announcements
- Heartfelt congratulations are offered to Georgios N. Yannakakis and Julian Togelius, authors of "Experience-Driven Procedural Content Generation," who were presented with TAC's Most Influential Paper Award by Editor-in-Chief Björn W. Schuller at the 2015 6th AAAC Affective Computing and Intelligent Interaction Conference in Xi'An, P.R. China on 22 September 2015.
- TAC is now indexed in ISI. According to Thomson Reuters' 2014 Journal Citation Report, TAC has an impact factor of 2.675.
- Get Your Journals as eBooks for Free.
- Former Editor-in-Chief Dr. Jonathan Gratch Featured in April's Volunteer Spotlight interview.
- Challenges and Perspectives for Affective Analysis in Multimedia (July-Sept 2015)
- Introduction to the "Best of ACII 2013" Special Section (April-June 2015)
- Affect and Wellbeing: Introduction to Special Section (July-Sept 2014)
- Editorial for the Special Section on Ethics and Affective Computing
- Introduction to the Affect-Based Human Behavior Understanding Special Issue
- Affective Computing: From Laughter to IEEE by R.W. Picard
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TAC is indexed in ISI