scholarly journals THE IMPACT OF ADVERTISEMENT ON CONSUMER’S PERCEPTION

2017 ◽  
Vol 5 ◽  
pp. 187-191
Author(s):  
Martin Hudák ◽  
Radovan MadleĹˆĂˇk ◽  
Veronika Brezániová

Marketing can be described as a tool for companies to influence the consumer’s perception to the desired direction. The current market situation is characterized by dynamism, growing consumer power, and intense competition. The consumer perception and behavior are changing and therefore need to be constantly monitored and measured. The aim of this article is to scan and measure consumer’s perception while watching a video advertisement. During this experiment, an eye-tracking technology was used, which allows capturing a consumer’s gaze. The central part of the research is to measure the brain activity of a consumer based on the EEG (Electroencephalography). EMOTIV Epoc+ is a 14-channel wireless EEG, designed for contextualized research and advanced brain computer interface applications. An advertising campaign from four different mobile operators was used for this purpose. In the conclusion of this article, consumer’s perception of different advertising campaigns are compared and evaluated.

2019 ◽  
Author(s):  
Jennifer Stiso ◽  
Marie-Constance Corsi ◽  
Javier Omar Garcia ◽  
Jean M Vettel ◽  
Fabrizio De Vico Fallani ◽  
...  

Motor imagery-based brain-computer interfaces (BCIs) use an individual’s ability to volitionally modulate localized brain activity, often as a therapy for motor dysfunction or to probe causal relations between brain activity and behavior. However, many individuals cannot learn to successfully modulate their brain activity, greatly limiting the efficacy of BCI for therapy and for basic scientific inquiry. Formal experiments designed to probe the nature of BCI learning have offered initial evidence that coherent activity across diverse cognitive systems is a hallmark of individuals who can successfully learn to control the BCI. However, little is known about how these distributed networks interact through time to support learning. Here, we address this gap in knowledge by constructing and applying a multimodal network approach to decipher brain-behavior relations in motor imagery-based brain-computer interface learning using magnetoencephalography. Specifically, we employ a minimally constrained matrix decomposition method -- non-negative matrix factorization -- to simultaneously identify regularized, covarying subgraphs of functional connectivity and behavior, and to detect the time-varying expression of each subgraph. We find that learning is marked by distributed brain-behavior relations: swifter learners displayed many subgraphs whose temporal expression tracked performance. Learners also displayed marked variation in the spatial properties of subgraphs such as the connectivity between the frontal lobe and the rest of the brain, and in the temporal properties of subgraphs such as the stage of learning at which they reached maximum expression. From these observations, we posit a conceptual model in which certain subgraphs support learning by modulating brain activity in networks important for sustaining attention. After formalizing the model in the framework of network control theory, we test the model and find that good learners display a single subgraph whose temporal expression tracked performance and whose architecture supports easy modulation of brain regions important for attention. The nature of our contribution to the neuroscience of BCI learning is therefore both computational and theoretical; we first use a minimally-constrained, individual specific method of identifying mesoscale structure in dynamic brain activity to show how global connectivity and interactions between distributed networks supports BCI learning, and then we use a formal network model of control to lend theoretical support to the hypothesis that these identified subgraphs are well suited to modulate attention.


Proceedings ◽  
2018 ◽  
Vol 2 (18) ◽  
pp. 1179 ◽  
Author(s):  
Francisco Laport ◽  
Francisco J. Vazquez-Araujo ◽  
Paula M. Castro ◽  
Adriana Dapena

A brain-computer interface for controlling elements commonly used at home is presented in this paper. It includes the electroencephalography device needed to acquire signals associated to the brain activity, the algorithms for artefact reduction and event classification, and the communication protocol.


2020 ◽  
Vol 8 (6) ◽  
pp. 2370-2377

A brain-controlled robot using brain computer interfaces (BCIs) was explored in this project. BCIs are systems that are able to circumvent traditional communication channels (i.e. muscles and thoughts), to ensure the human brain and physical devices communicate directly and are in charge by converting various patterns of brain activity to instructions in real time. An automation can be managed with these commands. The project work seeks to build and monitor a program that can help the disabled people accomplish certain activities independently of others in their daily lives. Develop open-source EEG and brain-computer interface analysis software. The quality and performance of BCI of different EEG signals are compared. Variable signals obtained through MATLAB Processing from the Brainwave sensor. Automation modules operate by means of the BCI system. The Brain Computer Interface aims to build a fast and reliable link between a person's brain and a personal computer. The controls also use the Brain-Computer Interface for home appliances. The system will integrate with any smartphones voice assistant.


Author(s):  
Sravanth K. Ramakuri ◽  
Premkumar Chithaluru ◽  
Sunil Kumar

The human brain is the central organ of the human system. Many people in the world cannot move on their own and can't control things on their own. A person whose brain is active can control things using the neuro-controlled robot car. It is interesting to all types of people to measure their concentration and piece level of mind with the neuro sky mind wave device. One can easily control the robot's movements by simply blinking eyes; the robot's speed will be according to the subject's attention levels. The neuro sky mind wave device digitizes brain wave signals to power the user-interface of the computers, game, and health application. The neuro sky mind wave device will measure brain waves from the forehead. The paper aims to control a robot using the brain-computer interface concept without any muscular activity controlling healthcare applications directions. The brain activity is recorded with the neuro sky mind wave device's help, and the attention values are sent to the Arduino with the help of the HC-05 Bluetooth module. Arduino is programmed so that if the attention values between 0-29 and the person are relaxed, the green light will glow for the feedback.


2018 ◽  
Vol 210 ◽  
pp. 04046 ◽  
Author(s):  
Martin Strmiska ◽  
Zuzana Koudelkova

Brain-computer interface (BCI) is a device that enables the connection between the human brain and a computer, therefore, it allows us to observe the brain activity. The goal of this article is to prove that brain-computer interface is a helpful and quite precise tool. This goal will be achieved by presenting various examples from real-life situations. The results show that this device is indeed helpful, e.g. in a medical field, however, it is not commonly used in hospitals.


2014 ◽  
Vol 1022 ◽  
pp. 296-299
Author(s):  
Xiu Jun Li ◽  
Jing Jing Yang ◽  
Qi Yong Guo ◽  
Jing Long Wu

The computer how to identify the language? How the brain controls the brain computer interface (BCI) equipment? Reading in a second language (L2) is a complex task that entails an interaction between L2 and the native language (L1). Previous studies have suggested that bilingual subjects recruit the neural system of their logographic L1 (Chinese) reading and apply it to alphabetic L2 (English) reading. In this study, we used functional magnetic resonance imaging (fMRI) to visualize Japanese-Chinese bilinguals’ brain activity in phonological processing of Japanese Kanji (L1) and Chinese characters (L2) and application to BCI, two written languages with highly similar orthography. In the experiment, the subjects were asked to judge whether two Japanese Kanji (or Chinese characters) presented at the left and right side of the fixation point rhymed with each other. A font size decision task was used as a control task, where the subjects judged whether the two Japanese Kanji (or Chinese characters) had an identical physical size. Subjects indicated a positive response by pressing the key corresponding to the index finger and a negative response by pressing the key corresponding to the middle finger of their right hand. The result showed that our bilingual Japanese subjects have large overlaps in the neural substrates for phonological processing of both native and second language. Our results are application to brain computer interface.


2019 ◽  
Vol 5 (6) ◽  
pp. 3
Author(s):  
Kulsheet Kaur Virdi ◽  
Satish Pawar

A brain-computer interface (BCI), also referred to as a mind-machine interface (MMI) or a brain-machine interface (BMI), provides a non-muscular channel of communication between the human brain and a computer system. With the advancements in low-cost electronics and computer interface equipment, as well as the need to serve people suffering from disabilities of neuromuscular disorders, a new field of research has emerged by understanding different functions of the brain. The electroencephalogram (EEG) is an electrical activity generated by brain structures and recorded from the scalp surface through electrodes. Researchers primarily rely on EEG to characterize the brain activity, because it can be recorded noninvasively by using portable equipment. The EEG or the brain activity can be used in real time to control external devices via a complete BCI system. For these applications there is need of such machine learning application which can be efficiently applied on these EEG signals. The aim of this research is review different research work in the field of brain computer interface related to body parts movements.


2021 ◽  
Vol 2021 ◽  
pp. 1-11
Author(s):  
Tarek Frikha ◽  
Najmeddine Abdennour ◽  
Faten Chaabane ◽  
Oussama Ghorbel ◽  
Rami Ayedi ◽  
...  

A Brain-Computer Interface (BCI) is a system used to communicate with an external world through the brain activity. The brain activity is measured by electroencephalography (EEG) signal and then processed by a BCI system. EEG source reconstruction could be a way to improve the accuracy of EEG classification in EEG based brain-computer interface (BCI). The source localization of the human brain activities can be an important resource for the recognition of the cognitive state, medical disorders, and a better understanding of the brain in general. In this study, we have compared 51 mother wavelets taken from 7 different wavelet families, which are applied to a Stationary Wavelet Transform (SWT) decomposition of an EEG signal. This process includes Haar, Symlets, Daubechies, Coiflets, Discrete Meyer, Biorthogonal, and reverse Biorthogonal wavelet families in extracting five different brainwave subbands for source localization. For this process, we used the Independent Component Analysis (ICA) for feature extraction followed by the Boundary Element Model (BEM) and the Equivalent Current Dipole (ECD) for the forward and inverse problem solutions. The evaluation results in investigating the optimal mother wavelet for source localization eventually identified the sym20 mother wavelet as the best choice followed by bior6.8 and coif5.


Author(s):  
Francisco Laport ◽  
Francisco J. Vazquez-Araujo ◽  
Paula M. Castro ◽  
Adriana Dapena

A brain-computer interface for controlling elements commonly used at home is presented in this paper. It includes the electroencephalography device needed to acquire signals associated to the brain activity, the algorithms for artefact reduction and event classification, and the communication protocol.


Author(s):  
Igwe J. S. ◽  
Inyiama ◽  
OgbuNwani Henry

Every discovery is geared towards problem solving. This is manifested by the advent of brain computer interface (BCI). Brain computer interface (BCI) is a field of study concern with the detection and utilization of brain signals in establishing the communication path between the brain and the computer system. The knowledge of this science has helped in no small measure in providing solutions to several challenges befalling man and his environment. In this paper, we explored those areas where BCI has proved useful and pointed out as well its possible application in diagnosis of stroke disease. The discourse was centered on detection of electrochemical signals from the brain called electroencephalogram (EEG). The research work also highlighted the technique of recording brain activity via electroencephalogram and using it in making deduction on the status of stroke attack on individual. This can either be normal or abnormal. The presence of delta or theta wave in an awaked adult suggests an abnormal situation. While the observance of alpha, beta and gamma waves are interpreted as normal.


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