scholarly journals The Role of Event Related Potentials in Pre-Comprehension Processing of Consumers to Marketing Logos

2019 ◽  
Vol 5 (1) ◽  
pp. 16-22
Author(s):  
Mohammad Ali Nazari ◽  
◽  
Javad Salehi Fadardi ◽  
Zohreh Gholami Doborjeh ◽  
Taktom Amanzadeh Oghaz ◽  
...  
Keyword(s):  
Repeated Measures ◽  
Right Hemisphere ◽  
Event Related Potentials ◽  
Occipital Lobe ◽  
Stimulus Presentation ◽  
Behavior Study ◽  
Related Potentials ◽  
The Brain ◽  
Comprehension Processing

Background: In human behavior study, by peering directly into the brain and assessing distinct patterns, evoked neurons and neuron spike can be more understandable by taking advantages of accurate brain analysis. Objectives: We investigated the role of Event Related Potentials (ERPs) in pre-comprehension processing of consumers to marketing logos.. Materials & Methods: In the framework of an experimental design, twenty-six right-handed volunteers (13 men, 13 women) participated in 2013 in the University of Tabriz. An individual task with a presentation of familiar vs. unfamiliar logos was designed. Stimuli were displayed on a monitor controlled by a PC using the Mitsar® stimulus presentation system PsyTask. Statistical analyses of ERPs data were analyzed by repeated measures ANOVA. Results: Our results showed, when subjects were dealing with familiar logos, higher peak amplitude for the N1 component in right hemisphere of the brain can be observed. These variations on averages of early components of ERPs in occipital lobe can be referred to the pre-perceptual brain activities. Conclusion: Investigating early components of ERP can be utilized further as an effective factor in prediction of the consumers ‘preference particularly in neuromarketing field.

scholarly journals Mapping the Featural and Holistic Face Processing of Bad and Good Face Recognizers

2021 ◽  
Vol 11 (5) ◽  
pp. 75
Author(s):  
Tessa Marzi ◽  
Giorgio Gronchi ◽  
Maria Teresa Turano ◽  
Fabio Giovannelli ◽  
Fiorenza Giganti ◽  
...  
Keyword(s):  
Right Hemisphere ◽  
Event Related Potentials ◽  
Repetition Effect ◽  
Repetition Effects ◽  
N170 Component ◽  
Holistic Face Processing ◽  
Adaptation Response ◽  
Related Potentials ◽  
Unfamiliar Faces

Individual abilities in face recognition (good versus bad recognizers) were explored by means of event-related potentials (ERPs). The adaptation response profile of the N170 component to whole faces, eyes and mouths was used in order to highlight the crucial role of individual abilities in identity repetition processes for unfamiliar faces. The main point of this study is to underline the importance of characterizing the performance (bad or good) of the participants and to show that behaviorally selected groups might reveal neural differences. Good recognizers showed selective right hemisphere N170 repetition effects for whole faces and not for features. On the contrary, bad recognizers showed a general repetition effect not specifically related to faces and more pronounced processing for features. These findings suggest a different contribution of holistic and featural analysis in bad and good performers. In conclusion, we propose that the N170 might be used as a tool to tease apart face encoding processes as a function of individual differences.

scholarly journals Pupil dilation and P3 reflect subjective surprise about decision outcome

2020 ◽  
Author(s):  
Jan Willem de Gee ◽  
Camile M.C. Correa ◽  
Matthew Weaver ◽  
Tobias H. Donner ◽  
Simon van Gaal
Keyword(s):  
Animal Cognition ◽  
Event Related Potentials ◽  
Decision Task ◽  
Internal Factors ◽  
The Face ◽  
Related Potentials ◽  
P3 Component ◽  
Physiological Markers ◽  
The Brain

AbstractCentral to human and animal cognition is the ability to learn from feedback in order to optimize future rewards. Such a learning signal might be encoded and broadcasted by the brain’s arousal systems, including the noradrenergic locus coeruleus. Pupil responses and the P3 component of event-related potentials reflect rapid changes in the arousal level of the brain. Here we ask whether and how these variables may reflect “subjective surprise”: the mismatch between one’s expectation about being correct and the outcome of a decision, when expectations fluctuate due to internal factors (e.g., engagement). We show that during an elementary decision-task in the face of uncertainty both physiological markers of phasic arousal reflect subjective surprise. We further show that pupil responses and P3 are unrelated to each other, and that subjective prediction error computations depend on feedback awareness. These results further advance our understanding of the role of central arousal systems in decision-making under uncertainty.

Bringing the brain into personality assessment: Is there a place for event-related potentials?

2019 ◽  
Vol 31 (4) ◽  
pp. 488-501 ◽  
Author(s):  
Takakuni Suzuki ◽  
Kaylin E. Hill ◽  
Belel Ait Oumeziane ◽  
Dan Foti ◽  
Douglas B. Samuel
Keyword(s):  
Personality Assessment ◽  
Event Related Potentials ◽  
Related Potentials ◽  
The Brain

scholarly journals Eliciting and Recording Event Related Potentials (ERPs) in Behaviourally Unresponsive Populations: A Retrospective Commentary on Critical Factors

2021 ◽  
Vol 11 (7) ◽  
pp. 835
Author(s):  
Alexander Rokos ◽  
Richard Mah ◽  
Rober Boshra ◽  
Amabilis Harrison ◽  
Tsee Leng Choy ◽  
...  
Keyword(s):  
Event Related Potentials ◽  
Stimulus Presentation ◽  
Event Related Potential ◽  
Critical Factors ◽  
Healthy Elderly ◽  
States Of Consciousness ◽  
Long Latency ◽  
Eeg Data ◽  
Related Potentials ◽  
The Relationship

A consistent limitation when designing event-related potential paradigms and interpreting results is a lack of consideration of the multivariate factors that affect their elicitation and detection in behaviorally unresponsive individuals. This paper provides a retrospective commentary on three factors that influence the presence and morphology of long-latency event-related potentials—the P3b and N400. We analyze event-related potentials derived from electroencephalographic (EEG) data collected from small groups of healthy youth and healthy elderly to illustrate the effect of paradigm strength and subject age; we analyze ERPs collected from an individual with severe traumatic brain injury to illustrate the effect of stimulus presentation speed. Based on these critical factors, we support that: (1) the strongest paradigms should be used to elicit event-related potentials in unresponsive populations; (2) interpretation of event-related potential results should account for participant age; and (3) speed of stimulus presentation should be slower in unresponsive individuals. The application of these practices when eliciting and recording event-related potentials in unresponsive individuals will help to minimize result interpretation ambiguity, increase confidence in conclusions, and advance the understanding of the relationship between long-latency event-related potentials and states of consciousness.

Asymmetry in Event-Related Potentials to Simulated Auditory Motion in Children, Young Adults, and Seniors

2002 ◽  
Vol 13 (01) ◽  
pp. 001-013 ◽  
Author(s):  
James Jerger ◽  
Rebecca Estes
Keyword(s):  
Young Adults ◽  
Right Hemisphere ◽  
Apparent Movement ◽  
Event Related Potentials ◽  
Auditory Evoked Responses ◽  
Age Related ◽  
Related Potentials ◽  
Velocity Information ◽  
The Right ◽  
Age Range

We studied auditory evoked responses to the apparent movement of a burst of noise in the horizontal plane. Event-related potentials (ERPs) were measured in three groups of participants: children in the age range from 9 to 12 years, young adults in the age range from 18 to 34 years, and seniors in the age range from 65 to 80 years. The topographic distribution of grand-averaged ERP activity was substantially greater over the right hemisphere in children and seniors but slightly greater over the left hemisphere in young adults. This finding may be related to age-related differences in the extent to which judgments of sound movement are based on displacement versus velocity information.

Event-Related Potentials in Psychiatry: Approaches to Research and Clinical Applications

1983 ◽  
Vol 17 (4) ◽  
pp. 307-318 ◽  
Author(s):  
H. G. Stampfer
Keyword(s):  
Information Processing ◽  
Psychiatric Disorders ◽  
Rapid Development ◽  
Event Related Potentials ◽  
Clinical Applications ◽  
Direct Access ◽  
Practical Application ◽  
Clinical Methods ◽  
Related Potentials ◽  
The Brain

This article suggests that the potential usefulness of event-related potentials in psychiatry has not been fully explored because of the limitations of various approaches to research adopted to date, and because the field is still undergoing rapid development. Newer approaches to data acquisition and methods of analysis, combined with closer co-operation between medical and physical scientists, will help to establish the practical application of these signals in psychiatric disorders and assist our understanding of psychophysiological information processing in the brain. Finally, it is suggested that psychiatrists should seek to understand these techniques and the data they generate, since they provide more direct access to measures of complex cerebral processes than current clinical methods.

scholarly journals Expectancy of Stress-Reducing Aromatherapy Effect and Performance on a Stress-Sensitive Cognitive Task

2015 ◽  
Vol 2015 ◽  
pp. 1-10 ◽  
Author(s):  
Irina Chamine ◽  
Barry S. Oken
Keyword(s):  
Task Performance ◽  
Stress Reduction ◽  
Cognitive Task ◽  
Reaction Times ◽  
Event Related Potentials ◽  
Specific Effects ◽  
N200 Amplitude ◽  
Related Potentials ◽  
And Performance

Objective. Stress-reducing therapies help maintain cognitive performance during stress. Aromatherapy is popular for stress reduction, but its effectiveness and mechanism are unclear. This study examined stress-reducing effects of aromatherapy on cognitive function using the go/no-go (GNG) task performance and event related potentials (ERP) components sensitive to stress. The study also assessed the importance of expectancy in aromatherapy actions.Methods. 81 adults were randomized to 3 aroma groups (active experimental, detectable, and undetectable placebo) and 2 prime subgroups (prime suggesting stress-reducing aroma effects or no-prime). GNG performance, ERPs, subjective expected aroma effects, and stress ratings were assessed at baseline and poststress.Results. No specific aroma effects on stress or cognition were observed. However, regardless of experienced aroma, people receiving a prime displayed faster poststress median reaction times than those receiving no prime. A significant interaction for N200 amplitude indicated divergent ERP patterns between baseline and poststress for go and no-go stimuli depending on the prime subgroup. Furthermore, trends for beneficial prime effects were shown on poststress no-go N200/P300 latencies and N200 amplitude.Conclusion. While there were no aroma-specific effects on stress or cognition, these results highlight the role of expectancy for poststress response inhibition and attention.

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