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    Chapter and Conference Paper

    Verification of Brain Activity When Watching TV Commercials Using Optical Topography

    Traditionally, the efficacy of TV commercials has been evaluated using surveys. However, studies show that human decision-making can be unreliable, and may not reflect the true preferences of consumers. Becaus...

    Haruka Tanida, Toshikazu Kato in Advances in Affective and Pleasurable Design (2019)

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    Chapter and Conference Paper

    Estimation of Unconscious Preference Judgment with Near-Infrared Spectroscopy

    Conventionally, methods to investigate preference decisions, such as questionnaires and interviews, are used for estimating consumer preferences. However, there are many uncertainties in human decision-making,...

    Haruka Tanida, Toshikazu Kato in Advances in Affective and Pleasurable Design (2018)