A Classification Model for Sensing Human Trust in Machines Using EEG and GSR

Today, intelligent machines \emph{interact and collaborate} with humans in a way that demands a greater level of trust between human and machine. A first step towards building intelligent machines that are capable of building and maintaining trust with humans is the design of a sensor that will enable machines to estimate human trust level in real-time. In this paper, two approaches for developing classifier-based empirical trust sensor models are presented that specifically use electroencephalography (EEG) and galvanic skin response (GSR) measurements. Human subject data collected from 45 participants is used for feature extraction, feature selection, classifier training, and model validation. The first approach considers a general set of psychophysiological features across all participants as the input variables and trains a classifier-based model for each participant, resulting in a trust sensor model based on the general feature set (i.e., a "general trust sensor model"). The second approach considers a customized feature set for each individual and trains a classifier-based model using that feature set, resulting in improved mean accuracy but at the expense of an increase in training time. This work represents the first use of real-time psychophysiological measurements for the development of a human trust sensor. Implications of the work, in the context of trust management algorithm design for intelligent machines, are also discussed.Comment: 20 page

Multimodal Content Analysis for Effective Advertisements on YouTube

The rapid advances in e-commerce and Web 2.0 technologies have greatly increased the impact of commercial advertisements on the general public. As a key enabling technology, a multitude of recommender systems exists which analyzes user features and browsing patterns to recommend appealing advertisements to users. In this work, we seek to study the characteristics or attributes that characterize an effective advertisement and recommend a useful set of features to aid the designing and production processes of commercial advertisements. We analyze the temporal patterns from multimedia content of advertisement videos including auditory, visual and textual components, and study their individual roles and synergies in the success of an advertisement. The objective of this work is then to measure the effectiveness of an advertisement, and to recommend a useful set of features to advertisement designers to make it more successful and approachable to users. Our proposed framework employs the signal processing technique of cross modality feature learning where data streams from different components are employed to train separate neural network models and are then fused together to learn a shared representation. Subsequently, a neural network model trained on this joint feature embedding representation is utilized as a classifier to predict advertisement effectiveness. We validate our approach using subjective ratings from a dedicated user study, the sentiment strength of online viewer comments, and a viewer opinion metric of the ratio of the Likes and Views received by each advertisement from an online platform.Comment: 11 pages, 5 figures, ICDM 201