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
- 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
- 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