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In this study, we detect latent emotions by evaluating Japanese TV commercials. Since TV commercials have penetrated deeply in our lives, they have given significant impacts on consumers' willingness to buy as well as on enhancement of brand image. Evaluating TV commercials and comprehending psychology of consumers are cited as one of key business issues. Therefore, we focus on consumers' latent emotions while watching TV commercials that they favorably remembered afterward, by using an electroencephalogram (EEG) and a questionnaire. In our experiment, we deal with award-winning and non-award-winning TV commercials in Japan. Moreover, we examine the effects of the favorable TV commercials on consumers' memories with time. The results showed that different kinds of latent emotions were interacted depending on characteristics of TV commercials: the presence of award and viewing time. In particular, consumers experienced the same kinds of emotions while watching the award-winning TV commercials that left favorable impressions on them not only soon after watching but also a month later. This tendency did not apply to the non-award-winning TV commercials. In this way, we investigate how consumers' favorable TV commercials actually impact on their latent emotions and their memories.

In this study, we propose an evaluation approach for web form usability. With the popularization of online activities, a web form is used as a means of intermediation between a company and users. It is a crucial problem to provide a user-friendly web form. Therefore, our aim is to investigate users' feelings and behavior during the completion of a web form in different ways: a questionnaire, an electroencephalogram (EEG), and eye tracking. Moreover, we quantify and visualize the evaluation results in order to easily understand a large amount of information at a glance. As a result, we were able to extract valuable information for web form usability from several angles. Thus, we have developed an overall evaluation approach in order to clearly comprehend web form usability.