Using temporal dominance of emotions at home. Impact of coffee advertisements on consumers' behavior and methodological perspectives

On average, 3 distinct emotions were selected for a given subject during one viewing, meaning that a sequential selection of emotional attributes was possible for untrained subjects. Based on their temporal emotional profiles, the 3 advertisements were discriminated and TDE curves highlighted specific profiles closely related to BII and PI. Different emotional profiles were observed between consumers and non-consumers for one of the advertisement. Emotional drivers of BII and PI were also identified. Finally, this innovative TDE application on a video signal suggests methodological perspectives for sensory scientists interested in TDS-like protocols.