情感计算的一个重要目的是建立一个能够对人类情绪进行实时、准确判别的智能系统,以提高人机交互的和谐性,具有广泛的应用前景。在实验室条件下诱发情感需要借助情绪诱发范式(Experimental Paradigm for Inducing Emotions,EPIE)。近年...情感计算的一个重要目的是建立一个能够对人类情绪进行实时、准确判别的智能系统,以提高人机交互的和谐性,具有广泛的应用前景。在实验室条件下诱发情感需要借助情绪诱发范式(Experimental Paradigm for Inducing Emotions,EPIE)。近年来,基于视频的情绪诱发范式获得了大量的关注。然而,少有文献系统性地总结面向情感计算的视频诱发范式中的实验流程和统计方法,以及对实验标准和规范开展梳理和介绍。根据近年来已报道的情感计算的研究成果,回顾了它们所采用的情绪诱发范式,包含情绪模型选择、刺激素材筛选、被试筛选和培训、评价问卷的设计与统计方法、实验流程设计。此外,在总结和评价现有范式的基础之上,对面向情感计算的视频诱发范式的被试选择、素材顺序、自评问卷等提出了新的思路和建议。展开更多
Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals＇ motivational orientation in the context of advertising plays a key ...Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals＇ motivational orientation in the context of advertising plays a key role in ad preference and effectiveness, few studies have been carried out to investigate the effect of online English advertising on international consumers with different motivational orientations in non-English speaking populations Accordingly, this article examines the effects of motivational orientation and brand familiarity on positive emotions and skepticism in international consumers＇ responses to online video English advertising. The results imply that participants＇ positive emotions can be influenced more by their motivational orientation than by their familiarity with the brand, while their skepticism can be affected more by brand familiarity than by motivational orientation toward the ad. Moreover, participants high in English promotion orientation displayed higher positive emotions toward unfamiliar brand online advertising than did the English prevention-orientated participants toward a familiar brand ad. Prevention orientation exhibits a higher level of skepticism towards an unfamiliar brand online video advertisement. The effects are more explicit in motivational orientation in English than general motivational orientation. This research suggests that generating positive emotions and reducing the skepticism of non-English-speaking individuals is essential to build brand image in online marketing.展开更多
文摘情感计算的一个重要目的是建立一个能够对人类情绪进行实时、准确判别的智能系统,以提高人机交互的和谐性,具有广泛的应用前景。在实验室条件下诱发情感需要借助情绪诱发范式(Experimental Paradigm for Inducing Emotions,EPIE)。近年来,基于视频的情绪诱发范式获得了大量的关注。然而,少有文献系统性地总结面向情感计算的视频诱发范式中的实验流程和统计方法,以及对实验标准和规范开展梳理和介绍。根据近年来已报道的情感计算的研究成果,回顾了它们所采用的情绪诱发范式,包含情绪模型选择、刺激素材筛选、被试筛选和培训、评价问卷的设计与统计方法、实验流程设计。此外,在总结和评价现有范式的基础之上,对面向情感计算的视频诱发范式的被试选择、素材顺序、自评问卷等提出了新的思路和建议。
文摘Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals＇ motivational orientation in the context of advertising plays a key role in ad preference and effectiveness, few studies have been carried out to investigate the effect of online English advertising on international consumers with different motivational orientations in non-English speaking populations Accordingly, this article examines the effects of motivational orientation and brand familiarity on positive emotions and skepticism in international consumers＇ responses to online video English advertising. The results imply that participants＇ positive emotions can be influenced more by their motivational orientation than by their familiarity with the brand, while their skepticism can be affected more by brand familiarity than by motivational orientation toward the ad. Moreover, participants high in English promotion orientation displayed higher positive emotions toward unfamiliar brand online advertising than did the English prevention-orientated participants toward a familiar brand ad. Prevention orientation exhibits a higher level of skepticism towards an unfamiliar brand online video advertisement. The effects are more explicit in motivational orientation in English than general motivational orientation. This research suggests that generating positive emotions and reducing the skepticism of non-English-speaking individuals is essential to build brand image in online marketing.
