Abstract During the last decade, Temporal Dominance of Sensations (TDS) has been used successfully to describe food products dynamically in a large set of studies ( Schlich, 2017 ). Recently, Temporal Dominance of Emotions (TDE; Jager et al., 2014) was proposed as an extension of TDS, replacing sensory attributes with emotions. Until now, TDE methodology has been applied only to evaluate food products with uncontrolled underlying stimuli and intrinsic complexity. The present paper reports a new application of TDE in which perceived emotions are evaluated during video advertisements. By working on such a controlled stimulus, the objective of this study is to provide insights about the way the subjects dynamically relate their emotions during the viewing using a TDE-like protocol. Indeed, the dominance curves can be directly related to the scenes from the video signal. Two hundred and eighty-two naive French subjects watched 3 video advertisements for coffees at home. They had to indicate the emotion they felt (among 9) at each moment of the advertisement and then score their brand image improvement (BII) and purchase intent (PI) of the product. 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.

中文翻译：

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在家里使用情绪的时间支配。咖啡广告对消费者行为和方法论观点的影响

摘要 在过去的十年中，感觉时间优势（TDS）已在大量研究中成功地用于动态描述食品（Schlich，2017）。最近，情绪的时间支配（TDE；Jager 等人，2014 年）被提议作为 TDS 的扩展，用情绪代替感官属性。到目前为止，TDE 方法仅用于评估具有不受控制的潜在刺激和内在复杂性的食品。本文报告了 TDE 的一种新应用，其中在视频广告期间评估感知情绪。通过研究这种受控刺激，本研究的目的是提供有关受试者在使用类似 TDE 协议的观看过程中动态关联情绪的方式的见解。确实，优势曲线可以与视频信号中的场景直接相关。282 名天真的法国受试者在家观看了 3 个关于咖啡的视频广告。他们必须指出他们在广告的每个时刻感受到的情感（其中 9 个），然后对他们的品牌形象改进 (BII) 和产品的购买意图 (PI) 进行评分。平均而言，在一次观看过程中为给定的受试者选择了 3 种不同的情绪，这意味着对于未经训练的受试者可以连续选择情绪属性。根据他们的时间情感特征，区分了 3 个广告，TDE 曲线突出了与 BII 和 PI 密切相关的特定特征。对于其中一则广告，在消费者和非消费者之间观察到不同的情绪特征。还确定了 BII 和 PI 的情绪驱动因素。最后，这种对视频信号的创新 TDE 应用为对 TDS 类协议感兴趣的感官科学家提供了方法论观点。