Veröffentlichungen

This study examines the strategic role of neuroscience in developing strong and sustainable brands through implementing cognitive, emotional and sensory insights into marketing strategies. Based on this, this study focuses as well as investigates how neuromarketing methods such as EEG, fMRI, GSR, eye tracking and facial coding enable the scientific measurement of unconscious consumer responses […]

Background: Anorexia nervosa (AN) is a severe psychiatric disorder marked by restrictive eating, distorted body image, and high relapse rates. While cognitive-behavioral therapy (CBT) is a widely used treatment, its mechanisms of action in AN remain incompletely understood, particularly beyond self-reported symptom change. This study investigated the effects of a 12-week CBT intervention on both […]

Livestream commerce (LSC) has redefined digital retail in Southeast Asia, with Indonesia as its most competitive market. The two dominant platforms, Shopee Live and TikTok Shop, leverage vastly different user interfaces and engagement philosophies—commerce-first versus contentfirst, respectively. However, the precise cognitive and affective mechanisms by which these platforms guide consumer attention and trigger impulse purchases […]

Anthropomorphic product design is often assumed to increase consumer engagement, but its neural mechanisms and boundary conditions remain underexplored. This study employed a multimodal neuroscientific approach—electroencephalography (EEG), galvanic skin response (GSR), and eye-tracking—to examine how anthropomorphized versus non-anthropomorphized products influence consumer responses. Forty-four young adults viewed AI-generated images of beverages, backpacks, and smartphones. While anthropomorphic […]

Using machine learning applied to multimodal physiological data allows the classification of cognitive workload (low, moderate, or high load) during task performance. However, current techniques, such as multisensor data fusion (e.g. electroencephalogram, heart rate, eye movements, and other physiologicalsignals), suffer from excessive dimensionality, intersubject variability, imbalanced feature vectors, and poor data alignment between sensors. This […]

Our eating experiences are largely shaped by brain perceptions rather than the intrinsic qualities of the food itself. Therefore, to provide a comprehensive analysis of these experiences and their impact on our cognitions and emotions, it is essential to assess their neural underpinnings. This research employed a consumer neuroscience approach, integrating neuroscientific techniques with self-report […]

Objectives Compassion is a valuable, trainable skill which can bring significant benefits to oneself and others. One method for developing compassion towards others is Tonglen, a Tibetan Buddhist meditation which involves taking in suffering from others and sending them well-being. The aim of this study was to investigate the psychophysiological outcomes of Tonglen meditation in […]

Multimodal learning environments (MMLA) use visual, auditory, and physical interactions to improve engagement in learning tasks. A recent study by Ma et al. [16] demonstrated how biosensors such as GSR (Galvanic Skin Response), eye tracking, and facial expressions can track emotional and cognitive engagement. Building on that work, we are incorporating EEG (electroencephalography) data, focusing […]

Background: Evidence-based design aims to create healthy environments grounded in scientific data, yet the influence of spatial qualities on cognitive processes remains underexplored. Advances in neuroscience offer promising tools to address this gap while meeting both scientific and practical demands. Consumer-grade mobile EEG devices are increasingly used; however, their lack of transparency complicates output interpretation. […]

Current research on personalized learning paths based on artificial intelligence (AI) generally has black-box problems. It relies more on learning behavior data and lacks real-time monitoring of learners’ physiological states, leading to delayed personalized adjustments, lack of explainability of decision-making logic, and difficulty in gaining the trust of educators and learners. This paper integrates multimodal […]