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Measuring presence in video games: An investigation of the potential use of physiological measures as indicators of presence
Abstract: Presence has become an increasingly central component of Games User Research (GUR) as developments in technology continuously make modern video games more conducive to the sensation of ‘being there’ in virtual environments. The quality of games is now commonly evaluated based on how reliably they elicit presence; however, no standardized objective measure of presence […] -
Using computer-vision and machine learning to automate facial coding of positive and negative affect intensity
Abstract: Facial expressions are fundamental to interpersonal communication, including social interaction, and allow people of different ages, cultures, and languages to quickly and reliably convey emotional information. Historically, facial expression research has followed from discrete emotion theories, which posit a limited number of distinct affective states that are represented with specific patterns of facial action. […] -
Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation
Abstract: For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers’ brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brand’s commercials draw more attention from current users than potential new customers. Testing whether prior brand usage […] -
Determining Consumer Preferences for Floral Design Elements
Floral designers have long been taught that the most important attributes of a floral design are the elements of line, color, texture, pattern, form, space, and size. Yet, little formal research has been conducted to determine which of these design elements are truly important to consumers and drive their purchasing behavior. This project, co-funded by […] -
Contrasting Divergent and Convergent Thinking by Electroencephalography and Eye Tracking
Abstract: The present study explores the adoption of electroencephalography and eye tracking to assess physiological differences between divergent and convergent thinking. In neuroscientific literature alpha power synchronization in the right parietal lobe has been associated to top-down inhibition of task-irrelevant cognitive processes occurring during divergent thinking, but findings in oculometric studies seem to suggest a […] -
Role of subjective and objective measures of cognitive processing during learning in explaining the spatial contiguity effect
Abstract: The main objective of this study was to investigate the potential of combining subjective and objective measures of learning process to uncover the mechanisms underlying the spatial contiguity effect in multimedia learning. The subjective measures of learning process were self-reported cognitive load ratings and the objective measures were eye-tracking and EEG measures. Learning outcome […] -
Traditional SETA No More: Investigating the Intersection Between Cybersecurity and Cognitive Neuroscience
Abstract: We investigated the role automated behavior plays in contributing to security breaches. Using different forms of phishing, combined with multiple neurophysiological tools, we were able to more fully understand the approaches participants took when they engaged with a phishing campaign. The four participants of this pilot study ranged in their individual characteristics of gender […] -
Wavelet Phase Coherence Estimation of EEG Signals for Neuromarketing Studies
Abstract: This paper presents an Electroencephalography (EEG), Pulse Plethysmography (PPG) and Galvanic Skin Response (GSR) study for neuromarketing studies, which are related to analysis of relationship between electrodes and emotional stress across to commercial advertisement. Neuromarketing is a field of study with respect the application of neuroscience methods to analyze consumer behavior related to markets. Wavelet […] -
Framing effective cause-related marketing message online
Abstract: The purpose of this study is to examine the interaction effect between online Cause-Related Marketing (CRM) advertisements and brand reputation on consumers’ brand evaluation in the hotel industry. Two experimental studies were conducted: (1) a survey-based experiment that demonstrates the moderating role of brand reputation, and (2) a laboratory experiment using psychophysiological measurements of […] -
Explicit and Implicit Measures in Video Quality Assessment
Abstract: This work investigates the relation between subjective Video Quality Assessment (VQA) metrics and psychophysiological measures of human interaction assessment such as gaze tracking, electroencephalography and facial expression recognition. Subjective quality assessment is based on deliberate judgement attributions of perceived quality and processes that human perceivers are not consciously aware of. Traditional VQA methods ask […]
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