From the April-June 2014 issue
Measuring Affective-Cognitive Experience and Predicting Market Success
By Hyung-il Ahn and Rosalind W. Picard
We present a new affective-behavioral-cognitive (ABC) framework to measure the usual cognitive self-report information and behavioral information, together with affective information while a customer makes repeated selections in a random-outcome two-option decision task to obtain their preferred product. The affective information consists of human-labeled facial expression valence taken from two contexts: one where the facial valence is associated with affective wanting, and the other with affective liking. The new "affective wanting" measure is made by setting up a condition where the person shows desire to receive one of two products, and we measure if the face looks satisfied or disappointed when each of the products arrives. The "affective liking" measure captures facial expressions after sampling a product. The ABC framework is tested in a real-world beverage taste experiment, comparing two similar products that actually went to market, where we know the market outcomes. We find that the affective measure provides significant improvement over the cognitive measure, increasing the discriminability between the two similar products, making it easier to tell which is most preferred using a small number of people. We also find that the new facial valence "affective wanting" measure provides a significant boost in discrimination and accuracy.
Editorials and Announcements
- Dr. Björn W. Schuller Announced as New Editor-in-Chief of the IEEE Transactions on Affective Computing. Dr. Schuller is a senior lecturer in the Department of Computing at Imperial College London, United Kingdom, a tenured faculty member heading the Machine Intelligence and Signal Processing Group at the Munich University of Technology (TUM), and the founding CEO of audEERING UG. He is best known for his work advancing machine intelligence and data mining, information systems and retrieval for spoken and written language, and affective and mobile computing.
- TAC is now indexed in ISI. According to Thomson Reuters' 2013 Journal Citation Report, TAC has an impact factor of 3.466
- TAC celebrates its 5th Anniversary
- Get Your Journals as eBooks for Free
- The fifth biannual Humaine Association Conference on Affective Computing and Intelligent Interaction (ACII 2013) will be held in Geneva, Switzerland on September 2-5, 2013
- eBooks of issues of TAC can now be downloaded from the Computer Society Digital Library
- Transactions on Affective Computing 2010 Annual Index is now available. (PDF)
- Dr. Jonathan Gratch Featured in April's Volunteer Spotlight
- Introduction to TAC by J. Gratch
- 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
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.
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