Neuroscience Applications on the Assessments of TV Ads

2017 ◽  
pp. 231-256
Author(s):  
Tuna Çakar ◽  
Kaan Gez
Keyword(s):  
Individual Preference ◽  
Emotional Engagement ◽  
Medical Applications ◽  
Specific Interest ◽  
Neural Signals ◽  
Self Reports ◽  
Related Application ◽  
The Given ◽  
The Brain ◽  
Objective Tool

The progress in neurotechnologies has enabled a potentially better and cheaper analysis for the neural signals not limited to medical applications but influencing several fields from marketing to economics and law to ethics. Since the main targets have been to understand the brain mechanisms better as well as providing useful applications specifically regarding the sector-specific interest, one related application has been about the assessments of TV ads as a complementary and more objective tool than traditional methods that rely on the verbal self-reports and interviews that could be speculative and misleading depending on the given context. For assessing several TV ads within a shorter duration, the use of neuroscientific methods has attracted much interest. This chapter will focus on the current practices with the given constructs for the TV ad research specifically in relation to the practices such as attention, emotional engagement, individual preference, and market success.

Neuroscience Applications on the Assessments of TV Ads

2018 ◽  
pp. 371-390 ◽  
Author(s):  
Tuna Çakar ◽  
Kaan Gez
Keyword(s):  
Individual Preference ◽  
Emotional Engagement ◽  
Medical Applications ◽  
Specific Interest ◽  
Neural Signals ◽  
Self Reports ◽  
Related Application ◽  
The Given ◽  
The Brain ◽  
Objective Tool

The progress in neurotechnologies has enabled a potentially better and cheaper analysis for the neural signals not limited to medical applications but influencing several fields from marketing to economics and law to ethics. Since the main targets have been to understand the brain mechanisms better as well as providing useful applications specifically regarding the sector-specific interest, one related application has been about the assessments of TV ads as a complementary and more objective tool than traditional methods that rely on the verbal self-reports and interviews that could be speculative and misleading depending on the given context. For assessing several TV ads within a shorter duration, the use of neuroscientific methods has attracted much interest. This chapter will focus on the current practices with the given constructs for the TV ad research specifically in relation to the practices such as attention, emotional engagement, individual preference, and market success.

Multi-organ coordination of lipoprotein secretion by hormones, nutrients and neural networks

2021 ◽  
Author(s):  
Priska Stahel ◽  
Changing Xiao ◽  
Avital Nahmias ◽  
Lili Tian ◽  
Gary Franklin Lewis
Keyword(s):  
Neural Networks ◽  
Adipose Tissue ◽  
Peptide Yy ◽  
Atherosclerotic Cardiovascular Disease ◽  
Neural Signals ◽  
Nutritional Factors ◽  
Lipoprotein Secretion ◽  
The Central Nervous System ◽  
Regulatory Effects ◽  
The Brain

Abstract Plasma triglyceride-rich lipoproteins (TRL), particularly atherogenic remnant lipoproteins, contribute to atherosclerotic cardiovascular disease (ASCVD). Hypertriglyceridemia may arise in part from hypersecretion of TRLs by the liver and intestine. Here we focus on the complex network of hormonal, nutritional, and neuronal interorgan communication that regulates secretion of TRLs, and provide our perspective on the relative importance of these factors. Hormones and peptides originating from the pancreas (insulin, glucagon), gut (GLP-1, GLP-2, ghrelin, CCK, peptide YY), adipose tissue (leptin, adiponectin) and brain (GLP-1) modulate TRL secretion by receptor-mediated responses and indirectly via neural networks. In addition, the gut microbiome and bile acids influence lipoprotein secretion in humans and animal models. Several nutritional factors modulate hepatic lipoprotein secretion through effects on the central nervous system. Vagal afferent signalling from the gut to the brain and efferent signals from the brain to the liver and gut are modulated by hormonal and nutritional factors to influence TRL secretion. Some of these factors have been extensively studied and shown to have robust regulatory effects whereas others are ‘emerging’ regulators, whose significance remains to be determined. The quantitative importance of these factors relative to one another and relative to the key regulatory role of lipid availability remains largely unknown. Our understanding of the complex interorgan regulation of TRL secretion is rapidly evolving to appreciate the extensive hormonal, nutritional and neural signals emanating not only from gut and liver but also from the brain, pancreas, and adipose tissue.

scholarly journals Lived Experiences of Iranian Nurses Caring for Brain Death Organ Donor Patients: Caring as “Halo of Ambiguity and Doubt”

2015 ◽  
Vol 8 (7) ◽  
pp. 281 ◽  
Author(s):  
Zahra Keshtkaran ◽  
Farkhondeh Sharif ◽  
Elham Navab ◽  
Sakineh Gholamzadeh
Keyword(s):  
Brain Death ◽  
Thematic Analysis ◽  
Lived Experiences ◽  
Organ Donor ◽  
Organ Donors ◽  
Structured Interviews ◽  
Supportive Services ◽  
Care Giving ◽  
The Given ◽  
The Brain

<p><strong>BACKGROUND: </strong>Brain death is a concept in which its criteria have been expressed as documentations in Harvard Committee of Brain Death. The various perceptions of caregiver nurses for brain death patients may have effect on the chance of converting potential donors into actual organ donors.</p><p>Objective: The present study has been conducted in order to perceive the experiences of nurses in care-giving to the brain death of organ donor patients.</p><p><strong>METHODS:</strong> This qualitative study was carried out by means of Heidegger’s hermeneutic phenomenology. Eight nurses who have been working in ICU were interviewed. The semi-structured interviews were recorded bya tape-recorder and the given texts were transcribed and the analyses were done by Van-Mannen methodology and (thematic) analysis.</p><p><strong>RESULTS: </strong>One of the foremost themes extracted from this study included ‘Halo of ambiguity and doubt’ that comprised of two sub-themes of ‘having unreasonable hope’ and ‘Conservative acceptance of brain death’. The unreasonable hope included lack of trust (uncertainty) in diagnosis and verification of brain death, passing through denial wall, and avoidance from explicit and direct disclosure of brain death in patients’ family. In this investigation, the nurses were involved in a type of ambiguity and doubt in care-giving to the potentially brain death of organ donor patients, which were also evident in their interaction with patients’ family and for this reason, they did not definitely announce the brain death and so far they hoped for treatment of the given patient. Such confusion and hesitance both caused annoyance of nurses and strengthening the denial of patients’ family to be exposed to death.</p><p><strong>CONCLUSION:</strong> The results of this study reveal the fundamental perceived care-giving of brain death in organ donor patients and led to developing some strategies to improve care-giving and achievement in donation of the given organ and necessity for presentation of educational and supportive services for nurses might become more evident than ever.</p>

Neuroendocrine modulation of the “menopause”: insights into the aging brain

1999 ◽  
Vol 277 (6) ◽  
pp. E965-E970 ◽  
Author(s):  
Phyllis M. Wise
Keyword(s):  
Animal Models ◽  
Ovarian Follicles ◽  
Physiological Change ◽  
Menopausal Transition ◽  
Aging Brain ◽  
Neural Signals ◽  
Present Evidence ◽  
The Brain

The menopause marks the permanent end of fertility in women. It was once thought that this dramatic physiological change could be explained simply by the exhaustion of the reservoir of ovarian follicles. New data from studies performed in women and animal models make us reassess this assumption. An increasing body of evidence suggests that there are multiple pacemakers that contribute to the transition to irregular cycles, decreasing fertility, and the timing of the menopause. We will present evidence that lends credence to the possibility that a dampening and desynchronization of the precisely orchestrated neural signals lead to miscommunication between the brain and the pituitary-ovarian axis, and that this constellation of hypothalamic-pituitary-ovarian events leads to the deterioration of regular cyclicity and heralds menopausal transition.

scholarly journals Brain signatures of surprise in EEG and MEG data

2020 ◽  
Author(s):  
Zahra Mousavi ◽  
Mohammad Mahdi Kiani ◽  
Hamid Aghajan
Keyword(s):  
Sensory Modality ◽  
Ideal Observer ◽  
Neural Signals ◽  
Sensory Data ◽  
Temporal Features ◽  
Recorded Data ◽  
Recent Trends ◽  
Temporal Sample ◽  
Past Experiences ◽  
The Brain

AbstractThe brain is constantly anticipating the future of sensory inputs based on past experiences. When new sensory data is different from predictions shaped by recent trends, neural signals are generated to report this surprise. Existing models for quantifying surprise are based on an ideal observer assumption operating under one of the three definitions of surprise set forth as the Shannon, Bayesian, and Confidence-corrected surprise. In this paper, we analyze both visual and auditory EEG and auditory MEG signals recorded during oddball tasks to examine which temporal components in these signals are sufficient to decode the brain’s surprise based on each of these three definitions. We found that for both recording systems the Shannon surprise is always significantly better decoded than the Bayesian surprise regardless of the sensory modality and the selected temporal features used for decoding.Author summaryA regression model is proposed for decoding the level of the brain’s surprise in response to sensory sequences using selected temporal components of recorded EEG and MEG data. Three surprise quantification definitions (Shannon, Bayesian, and Confidence-corrected surprise) are compared in offering decoding power. Four different regimes for selecting temporal samples of EEG and MEG data are used to evaluate which part of the recorded data may contain signatures that represent the brain’s surprise in terms of offering a high decoding power. We found that both the middle and late components of the EEG response offer strong decoding power for surprise while the early components are significantly weaker in decoding surprise. In the MEG response, we found that the middle components have the highest decoding power while the late components offer moderate decoding powers. When using a single temporal sample for decoding surprise, samples of the middle segment possess the highest decoding power. Shannon surprise is always better decoded than the other definitions of surprise for all the four temporal feature selection regimes. Similar superiority for Shannon surprise is observed for the EEG and MEG data across the entire range of temporal sample regimes used in our analysis.

scholarly journals Witness and Silence in Neuromarketing: Managing the Gap between Science and Its Application

2019 ◽  
Vol 45 (1) ◽  
pp. 62-86 ◽  
Author(s):  
Jonna Brenninkmeijer ◽  
Tanja Schneider ◽  
Steve Woolgar
Keyword(s):  
Science And Technology Studies ◽  
Test Subject ◽  
Ethnographic Study ◽  
Commercial Application ◽  
Research Fields ◽  
Brain Responses ◽  
Self Reports ◽  
Commercial Research ◽  
The Brain

Over the past decades commercial and academic market(ing) researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ (brain) responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies (STS). Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application.

Formal Models and Cognitive Mechanisms of the Human Sensory System

2013 ◽  
Vol 5 (3) ◽  
pp. 55-75 ◽  
Author(s):  
Yingxu Wang
Keyword(s):  
Sensory System ◽  
Cognitive Mechanisms ◽  
Neural Signals ◽  
Sensory Neural ◽  
Comprehensive Framework ◽  
Strategic Project ◽  
Cognitive Robots ◽  
Physical And Chemical ◽  
The Brain ◽  
Theoretical Foundations

The human sensory system is a perfect natural real-time distributed system. It transforms physical and chemical stimuli of the external environment into electronic neural signals by specialized sensory receptors. This paper presents a comprehensive framework of the human sensory system as well as its cognitive and theoretical foundations. A set of primary and perceptual sensory and neural receptors is formally modeled and analyzed. Sensory neural interfaces and interactions to the central and peripheral nervous systems of the brain and associated memories are systematically described. This work is a part of a strategic project towards the development of cognitive computers and cognitive robots.

scholarly journals Neural Control of Immunity in Hypertension: Council on Hypertension Mid Career Award for Research Excellence, 2019

Hypertension ◽  
2020 ◽  
Vol 76 (3) ◽  
pp. 622-628
Author(s):  
Daniela Carnevale
Keyword(s):  
Immune Response ◽  
Nervous System ◽  
Neural Control ◽  
Neural Signals ◽  
The Past ◽  
Target Organs ◽  
Long Time ◽  
The Common ◽  
The Brain

The nervous system and the immune system share the common ability to exert gatekeeper roles at the interfaces between internal and external environment. Although interaction between these 2 evolutionarily highly conserved systems has been recognized for long time, the investigation into the pathophysiological mechanisms underlying their crosstalk has been tackled only in recent decades. Recent work of the past years elucidated how the autonomic nervous system controls the splenic immunity recruited by hypertensive challenges. This review will focus on the neural mechanisms regulating the immune response and the role of this neuroimmune crosstalk in hypertension. In this context, the review highlights the components of the brain-spleen axis with a focus on the neuroimmune interface established in the spleen, where neural signals shape the immune response recruited to target organs of high blood pressure.

Perceived Continuity of Occluded Visual Objects

1995 ◽  
Vol 6 (3) ◽  
pp. 182-186 ◽  
Author(s):  
Steven Yantis
Keyword(s):  
Retinal Image ◽  
Three Dimensional ◽  
Visual Object ◽  
Neural Signals ◽  
Visual Objects ◽  
Surface Layout ◽  
Visual Tasks ◽  
Motion Display ◽  
Observer Motion ◽  
The Brain

The human visual system does not rigidly preserve the properties of the retinal image as neural signals are transmitted to higher areas of the brain Instead, it generates a representation that captures stable surface properties despite a retinal image that is often fragmented in space and time because of occlusion caused by object and observer motion The recovery of this coherent representation depends at least in part on input from an abstract representation of three-dimensional (3-D) surface layout In the two experiments reported, a stereoscopic apparent motion display was used to investigate the perceived continuity of a briefly interrupted visual object When a surface appeared in front of the object's location during the interruption, the object was more likely to be perceived as persisting through the interruption (behind an occluder) than when the surface appeared behind the object's location under otherwise identical stimulus conditions The results reveal the influence of 3-D surface-based representations even in very simple visual tasks

scholarly journals From Neural Responses to Population Behavior

2012 ◽  
Vol 23 (5) ◽  
pp. 439-445 ◽  
Author(s):  
Emily B. Falk ◽  
Elliot T. Berkman ◽  
Matthew D. Lieberman
Keyword(s):  
Large Scale ◽  
Relative Effectiveness ◽  
Region Of Interest ◽  
Self Report ◽  
Neural Responses ◽  
Neural Signals ◽  
Message Effectiveness ◽  
Telephone Hotline ◽  
Self Reports ◽  
Prefrontal Region

Can neural responses of a small group of individuals predict the behavior of large-scale populations? In this investigation, brain activations were recorded while smokers viewed three different television campaigns promoting the National Cancer Institute’s telephone hotline to help smokers quit (1-800-QUIT-NOW). The smokers also provided self-report predictions of the campaigns’ relative effectiveness. Population measures of the success of each campaign were computed by comparing call volume to 1-800-QUIT-NOW in the month before and the month after the launch of each campaign. This approach allowed us to directly compare the predictive value of self-reports with neural predictors of message effectiveness. Neural activity in a medial prefrontal region of interest, previously associated with individual behavior change, predicted the population response, whereas self-report judgments did not. This finding suggests a novel way of connecting neural signals to population responses that has not been previously demonstrated and provides information that may be difficult to obtain otherwise.

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