The Implicit Aesthetic Preference for Mobile Marketing Interface Layout—An ERP Study

Businesses and scholars have been trying to improve marketing effect by optimizing mobile marketing interfaces aesthetically as users browse freely and aimlessly through mobile marketing interfaces. Although the layout is an important design factor that affects interface aesthetics, whether it can trigger customer's aesthetic preferences in mobile marketing remains unexplored. To address this issue, we employ an empirical methodology of event-related potentials (EPR) in this study from the perspective of cognitive neuroscience and psychology. Subjects are presented with a series of mobile marketing interface images of different layouts with identical marketing content. Their EEG waves were recorded as they were required to distinguish a target stimulus from the others. After the experiment, each of the subjects chose five stimuli interfaces they like and five they dislike. By analyzing the ERP data derived from the EEG data and the behavioral data, we find significant differences between the disliked interfaces and the other interfaces in the ERP component of P2 from the frontal-central area in the 200–400 ms post-stimulus onset time window and LPP from both the frontal-central and parietal-occipital area in the 400–600 ms time window. The results support the hypothesis that humans do make rapid implicit aesthetic preferences for interface layouts and suggest that even under a free browsing context like the mobile marketing context, interface layouts that raise high emotional arousal can still attract more user attention and induce users' implicit aesthetic preference.

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Functional Differences in the Neural Substrates of Auditory Cognition as a Consequence of Music Training

10.1101/2021.06.03.446932 ◽

2021 ◽

Author(s):

Naomi du Bois ◽

Jose Miguel Sanchez Bornot ◽

Dheeraj Rathee ◽

KongFatt Wong-Lin ◽

Girijesh Prasad ◽

...

Keyword(s):

Auditory System ◽

Time Window ◽

Event Related Potentials ◽

Stimulus Onset ◽

Related Field ◽

Music Training ◽

Gamma Frequency ◽

Auditory Cognition ◽

Related Potentials ◽

Anterior Negativity

Previous studies have demonstrated that musical deviants (syntactically irregular chords) elicit event related potentials/fields with negative polarity; specifically, the early right anterior negativity and the right anterior temporal negativity responses with peak latencies at ~200 ms and ~350 ms, respectively, post stimulus onset. Here, we investigated differences in the neural dynamics of the auditory perceptual system of individuals with music training compared to those with no music training. Magnetoencephalography was used to examine the neural response to a deviant sound when the auditory system was primed using stimulus entrainment to evoke an auditory gamma-band response between 31 Hz and 39 Hz, in 2 Hz steps. Participants responded to the harmonic relationship between the entrainment stimulus and the subsequent target stimulus. Gamma frequencies carry stimulus information; thus, the paradigm primed the auditory system with a known gamma frequency and evaluated any improvement in the brains response to a deviant stimulus. The entrainment stimuli did not elicit an early right anterior negativity response. Furthermore, the source location of the event-related field difference during the later right anterior temporal negativity response time-window varied depending on group and entrainment condition. In support of previous findings from research using this, and a functionally similar visual-priming paradigm, a 7 Hz phase modulation of gamma amplitude was found for non-musicians following 33 Hz stimulus entrainment. Overall, significant effects of gamma entrainment were found more frequently in the non-music brain. By contrast, musicians demonstrated a greater range of interactions with slower brain rhythms, indicative of increased top-down control.

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Orienting and Focusing in Voluntary and Involuntary Visuospatial Attention Conditions

Journal of Psychophysiology ◽

10.1027/0269-8803/a000010 ◽

2010 ◽

Vol 24 (3) ◽

pp. 198-209 ◽

Cited By ~ 8

Author(s):

Yan Wang ◽

Jianhui Wu ◽

Shimin Fu ◽

Yuejia Luo

Keyword(s):

Gain Control ◽

Event Related Potentials ◽

Stimulus Onset ◽

Orientation Discrimination ◽

Involuntary Attention ◽

Attention Condition ◽

Voluntary Attention ◽

Visual Spatial ◽

Related Potentials ◽

Underlying Mechanisms

In the present study, we used event-related potentials (ERPs) and behavioral measurements in a peripherally cued line-orientation discrimination task to investigate the underlying mechanisms of orienting and focusing in voluntary and involuntary attention conditions. Informative peripheral cue (75% valid) with long stimulus onset asynchrony (SOA) was used in the voluntary attention condition; uninformative peripheral cue (50% valid) with short SOA was used in the involuntary attention condition. Both orienting and focusing were affected by attention type. Results for attention orienting in the voluntary attention condition confirmed the “sensory gain control theory,” as attention enhanced the amplitude of the early ERP components, P1 and N1, without latency changes. In the involuntary attention condition, compared with invalid trials, targets in the valid trials elicited larger and later contralateral P1 components, and smaller and later contralateral N1 components. Furthermore, but only in the voluntary attention condition, targets in the valid trials elicited larger N2 and P3 components than in the invalid trials. Attention focusing in the involuntary attention condition resulted in larger P1 components elicited by targets in small-cue trials compared to large-cue trials, whereas in the voluntary attention condition, larger P1 components were elicited by targets in large-cue trials than in small-cue trials. There was no interaction between orienting and focusing. These results suggest that orienting and focusing of visual-spatial attention are deployed independently regardless of attention type. In addition, the present results provide evidence of dissociation between voluntary and involuntary attention during the same task.

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Characterizing pinprick-evoked brain potentials before and after experimentally induced secondary hyperalgesia

Journal of Neurophysiology ◽

10.1152/jn.00444.2015 ◽

2015 ◽

Vol 114 (5) ◽

pp. 2672-2681 ◽

Cited By ~ 22

Author(s):

Emanuel N. van den Broeke ◽

André Mouraux ◽

Antonia H. Groneberg ◽

Doreen B. Pfau ◽

Rolf-Detlef Treede ◽

...

Keyword(s):

Event Related Potentials ◽

Stimulus Onset ◽

Secondary Hyperalgesia ◽

Brain Potentials ◽

Nociceptive Pathways ◽

Before And After ◽

Pain Ratings ◽

Related Potentials ◽

Positive Complex ◽

Stimulation Of

Secondary hyperalgesia is believed to be a key feature of “central sensitization” and is characterized by enhanced pain to mechanical nociceptive stimuli. The aim of the present study was to characterize, using EEG, the effects of pinprick stimulation intensity on the magnitude of pinprick-elicited brain potentials [event-related potentials (ERPs)] before and after secondary hyperalgesia induced by intradermal capsaicin in humans. Pinprick-elicited ERPs and pinprick-evoked pain ratings were recorded in 19 healthy volunteers, with mechanical pinprick stimuli of varying intensities (0.25-mm probe applied with a force extending between 16 and 512 mN). The recordings were performed before (T0) and 30 min after (T1) intradermal capsaicin injection. The contralateral noninjected arm served as control. ERPs elicited by stimulation of untreated skin were characterized by 1) an early-latency negative-positive complex peaking between 120 and 250 ms after stimulus onset (N120-P240) and maximal at the vertex and 2) a long-lasting positive wave peaking 400–600 ms after stimulus onset and maximal more posterior (P500), which was correlated to perceived pinprick pain. After capsaicin injection, pinprick stimuli were perceived as more intense in the area of secondary hyperalgesia and this effect was stronger for lower compared with higher stimulus intensities. In addition, there was an enhancement of the P500 elicited by stimuli of intermediate intensity, which was significant for 64 mN. The other components of the ERPs were unaffected by capsaicin. Our results suggest that the increase in P500 magnitude after capsaicin is mediated by facilitated mechanical nociceptive pathways.

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ASSESSING THE IMPACT OF CONGRUENT AND INCONGRUENT STIMULUS IN STROOP TASK, USING EVENT-RELATED POTENTIALS (ERP) IN PATIENTS WITH DEPRESSION

Biomedical Engineering Applications Basis and Communications ◽

10.4015/s1016237218500345 ◽

2018 ◽

Vol 30 (05) ◽

pp. 1850034

Author(s):

Yeganeh Shahsavar ◽

Majid Ghoshuni

Keyword(s):

Stroop Task ◽

Time Window ◽

Event Related Potentials ◽

Peak Time ◽

Eeg Signals ◽

Incongruent Stimulus ◽

Related Potentials ◽

Recording Channel ◽

The Mean ◽

The Impact

The main goal of this event-related potentials (ERPs) study was to assess the effects of stimulations in Stroop task in brain activities of patients with different degrees of depression. Eighteen patients (10 males, with the mean age [Formula: see text]) were asked to fill out Beck’s depression questionnaire. Electroencephalographic (EEG) signals of subjects were recorded in three channels (Pz, Cz, and Fz) during Stroop test. This test entailed 360 stimulations, which included 120 congruent, 120 incongruent, and 120 neutral stimulations. To analyze the data, 18 time features in each type of stimulus were extracted from the ERP components and the optimal features were selected. The correlation between the subjects’ scores in Beck’s depression questionnaires and the extracted time features in each recording channel was calculated in order to select the best features. Total area, and peak-to-peak time window in the Cz channel in both the congruent and incongruent stimulus showed significant correlation with Beck scores, with [Formula: see text], [Formula: see text] and [Formula: see text], [Formula: see text], respectively. Consequently, given the correlation between time features and the subjects’ Beck scores with different degrees of depression, it can be interpreted that in case of growth in degrees of depression, stimulations involving congruent images would produce more challenging interferences for the patients compared to incongruent stimulations which can be more effective in diagnosing the level of disorder.

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Duration Estimation of Angry and Neutral Faces: Behavioral and Electrophysiological Correlates

Timing & Time Perception ◽

10.1163/22134468-bja10020 ◽

2020 ◽

Vol 8 (3-4) ◽

pp. 254-278

Author(s):

Lisa V. Eberhardt ◽

Ferdinand Pittino ◽

Anna Scheins ◽

Anke Huckauf ◽

Markus Kiefer ◽

...

Keyword(s):

Emotional Processing ◽

Event Related Potentials ◽

Stimulus Onset ◽

Emotional Stimuli ◽

Information Processing Model ◽

Emotional Faces ◽

Early Posterior Negativity ◽

Related Potentials ◽

Stimulus Offset ◽

Duration Estimation

Abstract Emotional stimuli like emotional faces have been frequently shown to be temporally overestimated compared to neutral ones. This effect has been commonly explained by induced arousal caused by emotional processing leading to the acceleration of an inner-clock-like pacemaker. However, there are some studies reporting contradictory effects and others point to relevant moderating variables. Given this controversy, we aimed at investigating the processes underlying the temporal overestimation of emotional faces by combining behavioral and electrophysiological correlates in a temporal bisection task. We assessed duration estimation of angry and neutral faces using anchor durations of 400 ms and 1600 ms while recording event-related potentials. Subjective ratings and the early posterior negativity confirmed encoding and processing of stimuli’s emotionality. However, temporal ratings did not differ between angry and neutral faces. In line with this behavioral result, the Contingent Negative Variation (CNV), an electrophysiological index of temporal accumulation, was not modulated by the faces’ emotionality. Duration estimates, i.e., short or long responses toward stimuli of ambiguous durations of 1000 ms, were nevertheless associated with a differential CNV amplitude. Interestingly, CNV modulation was already observed at 600–700 ms after stimulus onset, i.e., long before stimulus offset. The results are discussed in light of the information-processing model of time perception as well as regarding possible factors of the experimental setup moderating temporal overestimation of emotional stimuli. In sum, combining behavioral and electrophysiological measures seems promising to more clearly understand the complex processes leading to the illusion of temporal lengthening of emotional faces.

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Lexical processing deficits in children with developmental language disorder: An event-related potentials study

Development and Psychopathology ◽

10.1017/s0954579415000097 ◽

2015 ◽

Vol 27 (2) ◽

pp. 459-476 ◽

Cited By ~ 18

Author(s):

Sergey A. Kornilov ◽

James S. Magnuson ◽

Natalia Rakhlin ◽

Nicole Landi ◽

Elena L. Grigorenko

Keyword(s):

Lexical Processing ◽

Time Window ◽

Language Disorder ◽

Event Related Potentials ◽

Functional Independence ◽

Event Related Potential ◽

Developmental Language Disorder ◽

Compensatory Mechanisms ◽

Related Potentials ◽

Processing Deficits

AbstractLexical processing deficits in children with developmental language disorder (DLD) have been postulated to arise as sequelae of their grammatical deficits (either directly or via compensatory mechanisms) and vice versa. We examined event-related potential indices of lexical processing in children with DLD (n= 23) and their typically developing peers (n= 16) using a picture–word matching paradigm. We found that children with DLD showed markedly reduced N400 amplitudes in response both to auditorily presented words that had initial phonological overlap with the name of the pictured object and to words that were not semantically or phonologically related to the pictured object. Moreover, this reduction was related to behavioral indices of phonological and lexical but not grammatical development. We also found that children with DLD showed a depressed phonological mapping negativity component in the early time window, suggesting deficits in phonological processing or early lexical access. The results are partially consistent with the overactivation account of lexical processing deficits in DLD and point to the relative functional independence of lexical/phonological and grammatical deficits in DLD, supporting a multidimensional view of the disorder. The results also, although indirectly, support the neuroplasticity account of DLD, according to which language impairment affects brain development and shapes the specific patterns of brain responses to language stimuli.

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Comparison of Early Cortical Networks in Efficient and Inefficient Visual Search: An Event-Related Potential Study

Journal of Cognitive Neuroscience ◽

10.1162/089892903770007425 ◽

2003 ◽

Vol 15 (7) ◽

pp. 1039-1051 ◽

Cited By ~ 3

Author(s):

Ute Leonards ◽

Julie Palix ◽

Christoph Michel ◽

Vicente Ibanez

Keyword(s):

Event Related Potentials ◽

Temporal Correlation ◽

Temporal Analysis ◽

Search Display ◽

Stimulus Onset ◽

Event Related Potential ◽

Time Range ◽

Cortical Networks ◽

Related Potentials ◽

Spatio Temporal

Functional magnetic resonance imaging studies have indicated that efficient feature search (FS) and inefficient conjunction search (CS) activate partially distinct frontoparietal cortical networks. However, it remains a matter of debate whether the differences in these networks reflect differences in the early processing during FS and CS. In addition, the relationship between the differences in the networks and spatial shifts of attention also remains unknown. We examined these issues by applying a spatio-temporal analysis method to high-resolution visual event-related potentials (ERPs) and investigated how spatio-temporal activation patterns differ for FS and CS tasks. Within the first 450 msec after stimulus onset, scalp potential distributions (ERP maps) revealed 7 different electric field configurations for each search task. Configuration changes occurred simultaneously in the two tasks, suggesting that contributing processes were not significantly delayed in one task compared to the other. Despite this high spatial and temporal correlation, two ERP maps (120–190 and 250–300 msec) differed between the FS and CS. Lateralized distributions were observed only in the ERP map at 250–300 msec for the FS. This distribution corresponds to that previously described as the N2pc component (a negativity in the time range of the N2 complex over posterior electrodes of the hemisphere contralateral to the target hemifield), which has been associated with the focusing of attention onto potential target items in the search display. Thus, our results indicate that the cortical networks involved in feature and conjunction searching partially differ as early as 120 msec after stimulus onset and that the differences between the networks employed during the early stages of FS and CS are not necessarily caused by spatial attention shifts.

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Intermodal Compensatory Effects in a Visual Search Task with Congenitally Deaf Adults

Perception ◽

10.1068/v96p0301 ◽

1996 ◽

Vol 25 (1_suppl) ◽

pp. 147-147

Author(s):

P Stivalet ◽

Y Moreno ◽

C Cian ◽

J Richard ◽

P-A Barraud

Keyword(s):

New York ◽

Visual Search ◽

Search Task ◽

Visual Search Task ◽

Event Related Potentials ◽

Normal Subjects ◽

Stimulus Onset ◽

Search Pattern ◽

York Academy ◽

Related Potentials

In a visual search paradigm we measured the stimulus onset asynchrony (SOA) between a stimulus and a mask that was required to reach 90% correct responses. This procedure has the advantage of taking into account the real processing time and excluding the time for the generation of the motor response. Twelve congenitally deaf adult subjects and twelve normal subjects were given a visual search task for a target letter O among a varying number of distractor letters Q and vice-versa. In both groups we found the asymmetrical visual search pattern classically observed with parallel processing for the search for the target Q and with serial processing for the search for the target O (Treisman, 1985 Computer Vision, Graphics, and Image Processing31 156 – 177). The difference between the mean search slopes for an O target was not statistically significant between the groups; this might be due to the variability within the groups. The visual search amidst the congenitally deaf does not seem to benefit from a compensatory effect in relation to the acoustic deprivation. Our results seem to confirm data reported by Neville (1990 Annals of the New York Academy of Science 71 – 91) obtained by an electrophysiological technique based on event-related potentials. Nevertheless, the deaf subjects were 2.5 times faster at the visual search task.

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Effects of Attention on Neuroelectric Correlates of Auditory Stream Segregation

Journal of Cognitive Neuroscience ◽

10.1162/089892906775250021 ◽

2006 ◽

Vol 18 (1) ◽

pp. 1-13 ◽

Cited By ~ 163

Author(s):

Joel S. Snyder ◽

Claude Alain ◽

Terence W. Picton

Keyword(s):

Right Hemisphere ◽

Event Related Potentials ◽

Auditory Scene Analysis ◽

General Assumption ◽

Stimulus Onset ◽

Stream Segregation ◽

Auditory Stream ◽

Auditory Stream Segregation ◽

Auditory Evoked Response ◽

Related Potentials

A general assumption underlying auditory scene analysis is that the initial grouping of acoustic elements is independent of attention. The effects of attention on auditory stream segregation were investigated by recording event-related potentials (ERPs) while participants either attended to sound stimuli and indicated whether they heard one or two streams or watched a muted movie. The stimuli were pure-tone ABA-patterns that repeated for 10.8 sec with a stimulus onset asynchrony between A and B tones of 100 msec in which the A tone was fixed at 500 Hz, the B tone could be 500, 625, 750, or 1000 Hz, and was a silence. In both listening conditions, an enhancement of the auditory-evoked response (P1-N1-P2 and N1c) to the B tone varied with f and correlated with perception of streaming. The ERP from 150 to 250 msec after the beginning of the repeating ABA-patterns became more positive during the course of the trial and was diminished when participants ignored the tones, consistent with behavioral studies indicating that streaming takes several seconds to build up. The N1c enhancement and the buildup over time were larger at right than left temporal electrodes, suggesting a right-hemisphere dominance for stream segregation. Sources in Heschl's gyrus accounted for the ERP modulations related to f-based segregation and buildup. These findings provide evidence for two cortical mechanisms of streaming: automatic segregation of sounds and attention-dependent buildup process that integrates successive tones within streams over several seconds.

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