Using neuroscience to understand the impact of premium digital out-of-home media

2019 ◽  
Vol 61 (6) ◽  
pp. 588-600
Author(s):  
Heather Andrew ◽  
Helen Haines ◽  
Shaun Seixas
Keyword(s):  
Visual Attention ◽  
Brain Imaging ◽  
Cognitive Processes ◽  
Emotional Intensity ◽  
Brain Response ◽  
Outdoor Advertising ◽  
Media Campaigns ◽  
Imaging Technology ◽  
Digital World ◽  
The Impact

In this article, Heather Andrew and Dr Shaun Seixas of Neuro-Insight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people’s emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens. With reference to visual attention, emotional intensity, desirability, and memorability, they describe a program of research that investigated brain response to the latest generation of outdoor advertising locations, and which explains the cognitive processes that underlie their success, not just in the context of out–of-home advertising, but in the broader digital world. The conclusions have implications that are fundamental to the planning, design, and development of media campaigns, identifying the role that outdoor advertising can play vis a vis other media, and how different media platforms can work together to the benefit of advertisers.

scholarly journals Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional State

Sensors ◽  
2022 ◽  
Vol 22 (2) ◽  
pp. 547
Author(s):  
Anna Lewandowska ◽  
Izabela Rejer ◽  
Kamil Bortko ◽  
Jarosław Jankowski
Keyword(s):  
Visual Attention ◽  
Cognitive Processes ◽  
Cognitive Process ◽  
Emotional State ◽  
Negative Impact ◽  
Emotional Content ◽  
Eye Tracker ◽  
Text Reading ◽  
The Impact ◽  
Positive Content

When reading interesting content or searching for information on a website, the appearance of a pop-up advertisement in the middle of the screen is perceived as irritating by a recipient. Interrupted cognitive processes are considered unwanted by the user but desired by advertising providers. Diverting visual attention away from the main content is intended to focus the user on the appeared disruptive content. Is the attempt to reach the user by any means justified? In this study, we examined the impact of pop-up emotional content on user reactions. For this purpose, a cognitive experiment was designed where a text-reading task was interrupted by two types of affective pictures: positive and negative ones. To measure the changes in user reactions, an eye-tracker (for analysis of eye movements and changes in gaze points) and an iMotion Platform (for analysis of face muscles’ movements) were used. The results confirm the impact of the type of emotional content on users’ reactions during cognitive process interruptions and indicate that the negative impact of cognitive process interruptions on the user can be reduced. The negative content evoked lower cognitive load, narrower visual attention, and lower irritation compared to positive content. These results offer insight on how to provide more efficient Internet advertising.

How to Psychologically Minimize Scratching Impulses

2014 ◽  
Vol 222 (3) ◽  
pp. 140-147 ◽  
Author(s):  
Ariane Sölle ◽  
Theresa Bartholomäus ◽  
Margitta Worm ◽  
Regine Klinger
Keyword(s):  
Cognitive Processes ◽  
Placebo Effect ◽  
Psychological Factors ◽  
Pharmacological Treatments ◽  
Physiological Basis ◽  
Psychological Mechanisms ◽  
Physical Complaints ◽  
Factors Influencing ◽  
The Impact ◽  
Placebo Model

Research in recent years, especially in the analgesic field, has intensively studied the placebo effect and its mechanisms. It has been shown that physical complaints can be efficiently reduced via learning and cognitive processes (conditioning and expectancies). However, despite evidence demonstrating a large variety of physiological similarities between pain and itch, the possible transfer of the analgesic placebo model to itch has not yet been widely discussed in research. This review therefore aims at highlighting potential transfers of placebo mechanisms to itch processes by demonstrating the therapeutic issues in pharmacological treatments for pruritus on a physiological basis and by discussing the impact of psychological mechanisms and psychological factors influencing itch sensations.

The Status of Mind and Intellect in Digital Environment

2020 ◽  
Vol 63 (2) ◽  
pp. 123-143
Author(s):  
Elena I. Yaroslavtseva
Keyword(s):  
Human Life ◽  
Cognitive Activity ◽  
Memory Loss ◽  
Natural Material ◽  
Human Being ◽  
Connection To Nature ◽  
Digital World ◽  
The Status ◽  
Natural Foundation ◽  
The Impact

The article examines the impact of digitalization on human life and intellectual experience. The development of computer technology demands an understanding of new aspects of human development and requires a capability to overcome not only external conditions but also ourselves. Entering a new level of development cannot imply a complete rejection of previous dispositions, but should be accompanied by reflection on personal experience and by the quest for new forms of interaction in society and with nature. Communicative and cognitive activity of a person has an ontological basis and relies on processes that actually evolve in nature. Therefore, the creation of new objects is always associated with the properties of natural material and gives rise to new points of support in the development of man. The more audacious his projects, the more important it is to preserve this connection to nature. It is always the human being who turns out to be the initiator who knows how to solve problems. The conformity of complex technical systems to nature is not only a goal but also a value of meaningful construction of development perspectives. The key to the nature orientation of the modern digital world is the human being himself, who keeps all the secrets of the culture of his natural development. Therefore, the proposed by the Russian philosopher V.S. Stepin post-non-classical approach, based on the principle of “human-sizedness,” is an important contribution to contemporary research because it draws attention to the “human – machine” communication, to the relationship between a person and technological systems he created. The article concludes that during digital transformation, a cultural conflict arises: in an effort to solve the problems of the future, a person equips his life with devices that are designed to support him, to expand his functionality, but at the same time, the boundaries of humanity become dissolved and the forms of human activity undergo simplification. Transhumanism engages society in the fight against fears of vulnerability and memory loss and ignores the flexibility and sustainability of natural foundation.

High dietary restraint improves performance on a food-motivated probabilistic selection task

2019 ◽  
Author(s):  
Jennifer R Sadler ◽  
Grace Elisabeth Shearrer ◽  
Nichollette Acosta ◽  
Kyle Stanley Burger
Keyword(s):  
Reinforcement Learning ◽  
Instrumental Conditioning ◽  
Food Reinforcement ◽  
Dietary Restraint ◽  
Memory Task ◽  
Brain Response ◽  
Anthropometric Measures ◽  
Instrumental Task ◽  
The Impact ◽  
Reward And Punishment

BACKGROUND: Dietary restraint represents an individual’s intent to limit their food intake and has been associated with impaired passive food reinforcement learning. However, the impact of dietary restraint on an active, response dependent learning is poorly understood. In this study, we tested the relationship between dietary restraint and food reinforcement learning using an active, instrumental conditioning task. METHODS: A sample of ninety adults completed a response-dependent instrumental conditioning task with reward and punishment using sweet and bitter tastes. Brain response via functional MRI was measured during the task. Participants also completed anthropometric measures, reward/motivation related questionnaires, and a working memory task. Dietary restraint was assessed via the Dutch Restrained Eating Scale. RESULTS: Two groups were selected from the sample: high restraint (n=29, score >2.5) and low restraint (n=30; score <1.85). High restraint was associated with significantly higher BMI (p=0.003) and lower N-back accuracy (p=0.045). The high restraint group also was marginally better at the instrumental conditioning task (p=0.066, r=0.37). High restraint was also associated with significantly greater brain response in the intracalcarine cortex (MNI: 15, -69, 12; k=35, pfwe< 0.05) to bitter taste, compared to neutral taste.CONCLUSIONS: High restraint was associated with improved performance on an instrumental task testing how individuals learn from reward and punishment. This may be mediated by greater brain response in the primary visual cortex, which has been associated with mental representation. Results suggest that dietary restraint does not impair response-dependent reinforcement learning.

Designing preclinical perceptibility measures to evaluate topical vaginal gel formulations relating user sensory perceptions and experiences to formulation properties

2020 ◽  
Author(s):  
Lungwani Muungo
Keyword(s):  
User Experience ◽  
Cognitive Processes ◽  
Paradigm Shift ◽  
Empirical Support ◽  
Preliminary Evidence ◽  
Biomedical Prevention ◽  
Product Effectiveness ◽  
Willingness To Use ◽  
The Impact ◽  
Gel Formulations

The effectiveness of any biomedical prevention technology relies on both biological efficacy and behavioraladherence. Microbicide trials have been hampered by low adherence, limiting the ability to draw meaningfulconclusions about product effectiveness. Central to this problem may be an inadequate conceptualization of howproduct properties themselves impact user experience and adherence. Our goal is to expand the current microbicidedevelopment framework to include product ‘‘perceptibility,’’ the objective measurement of user sensoryperceptions (i.e., sensations) and experiences of formulation performance during use. For vaginal gels, a setof biophysical properties, including rheological properties and measures of spreading and retention, may criticallyimpact user experiences. Project LINK sought to characterize the user experience in this regard, and tovalidate measures of user sensory perceptions and experiences (USPEs) using four prototype topical vaginal gelformulations designed for pericoital use. Perceptibility scales captured a range of USPEs during the productapplication process (five scales), ambulation after product insertion (six scales), and during sexual activity (eightscales). Comparative statistical analyses provided empirical support for hypothesized relationships between gelproperties, spreading performance, and the user experience. Project LINK provides preliminary evidence for theutility of evaluating USPEs, introducing a paradigm shift in the field of microbicide formulation design. Wepropose that these user sensory perceptions and experiences initiate cognitive processes in users resulting inproduct choice and willingness-to-use. By understanding the impact of USPEs on that process, formulationdevelopment can optimize both drug delivery and adherence.

scholarly journals Genetic variations influence brain changes in patients with attention-deficit hyperactivity disorder

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Santosh K. Yadav ◽  
Ajaz A. Bhat ◽  
Sheema Hashem ◽  
Sabah Nisar ◽  
Madeeha Kamal ◽  
...  
Keyword(s):  
Attention Deficit Hyperactivity Disorder ◽  
Brain Imaging ◽  
Attention Deficit ◽  
Genetic Variations ◽  
Imaging Genetics ◽  
Treatment Modalities ◽  
Genetic Studies ◽  
Hyperactivity Disorder ◽  
Clinical Biomarkers ◽  
The Impact

AbstractAttention-deficit hyperactivity disorder (ADHD) is a neurological and neurodevelopmental childhood-onset disorder characterized by a persistent pattern of inattentiveness, impulsiveness, restlessness, and hyperactivity. These symptoms may continue in 55–66% of cases from childhood into adulthood. Even though the precise etiology of ADHD is not fully understood, it is considered as a multifactorial and heterogeneous disorder with several contributing factors such as heritability, auxiliary to neurodevelopmental issues, severe brain injuries, neuroinflammation, consanguineous marriages, premature birth, and exposure to environmental toxins. Neuroimaging and neurodevelopmental assessments may help to explore the possible role of genetic variations on ADHD neuropsychobiology. Multiple genetic studies have observed a strong genetic association with various aspects of neuropsychobiological functions, including neural abnormalities and delayed neurodevelopment in ADHD. The advancement in neuroimaging and molecular genomics offers the opportunity to analyze the impact of genetic variations alongside its dysregulated pathways on structural and functional derived brain imaging phenotypes in various neurological and psychiatric disorders, including ADHD. Recently, neuroimaging genomic studies observed a significant association of brain imaging phenotypes with genetic susceptibility in ADHD. Integrating the neuroimaging-derived phenotypes with genomics deciphers various neurobiological pathways that can be leveraged for the development of novel clinical biomarkers, new treatment modalities as well as therapeutic interventions for ADHD patients. In this review, we discuss the neurobiology of ADHD with particular emphasis on structural and functional changes in the ADHD brain and their interactions with complex genomic variations utilizing imaging genetics methodologies. We also highlight the genetic variants supposedly allied with the development of ADHD and how these, in turn, may affect the brain circuit function and related behaviors. In addition to reviewing imaging genetic studies, we also examine the need for complementary approaches at various levels of biological complexity and emphasize the importance of combining and integrating results to explore biological pathways involved in ADHD disorder. These approaches include animal models, computational biology, bioinformatics analyses, and multimodal imaging genetics studies.

Transnational logic of gratitude: Marriage migrants’ narratives on marital satisfaction in South Korea

2021 ◽  
pp. 026858092199469
Author(s):  
Gowoon Jung
Keyword(s):  
Marital Satisfaction ◽  
Cognitive Processes ◽  
Gender Ideology ◽  
Marriage Migrants ◽  
Sociology Of Emotion ◽  
Micro Level ◽  
And Gender ◽  
The Impact ◽  
Depth Interviews

Scholarship on marriage migrants has examined the impact of class and gender ideology of receiving countries on their marital satisfaction. However, little is known about the role of transnational background in explaining women’s feelings of gratitude for husbands. Drawing on qualitative in-depth interviews with marriage migrant women residing in the eastern side of Seoul, Korea, this article explores the micro-level cognitive processes in understanding women’s gratitude for their husbands. Categorizing marriage migrants into two groups, ‘gratified’ and ‘ungratified’ wives, the author demonstrates how the gratified wives’ feelings of contentment is mediated by their active comparison of Korean husbands with local men in their homelands, and how these viewpoints conversely affect their aspirations for return. Bringing the sociology of emotion into an explanation of marriage migrants’ marital satisfaction, this study aims to develop a transnational frame of reference as an underlying dynamic for comprehending marriage migrants’ (in)gratitude.

scholarly journals The Impact of Embedded iPad Use on Student Perceptions of Their Digital Capabilities

2018 ◽  
Vol 8 (3) ◽  
pp. 102 ◽  
Author(s):  
Matt Elphick
Keyword(s):  
Student Perceptions ◽  
Undergraduate Students ◽  
Positive Impact ◽  
Student Body ◽  
Learning And Teaching ◽  
Digital World ◽  
Key Skills ◽  
The University ◽  
Teaching In Higher Education ◽  
The Impact

Digital capabilities are recognized as key skills that students must possess to learn and work in our increasingly digital world and have been the subject of a growing focus over recent years. Similarly, smartphones and, to a lesser degree, tablets are now ubiquitous within the student body, and many academics are beginning to leverage these devices for the purposes of learning and teaching in higher education. To further explore the possibilities of mobile technology, the iPilot project was created to explore the effects that embedded iPad use had on undergraduate students’ creativity, ability to collaborate with their peers and their perception of their digital capabilities. Focusing on the digital capabilities aspect of the project, this paper explores the results gathered. While the results are mixed, when combined with data taken from the Joint Information Systems Committee (JISC) Digital Experience Tracker, it does appear that using iPads in the university classroom can have a positive impact on certain digital behaviors and students’ perceptions of their digital skills.

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