Video Manipulation Techniques for the Protection of Privacy in Remote Presence Systems

Systems that give control of a mobile robot to a remote user raise privacy concerns about what the remote user can see and do through the robot. We aim to preserve some of that privacy by manipulating the video data that the remote user sees. Through two user studies, we explore the effectiveness of different video manipulation techniques at providing different types of privacy. We simultaneously examine task performance in the presence of privacy protection. In the first study, participants were asked to watch a video captured by a robot exploring an office environment and to complete a series of observational tasks under differing video manipulation conditions. Our results show that using manipulations of the video stream can lead to fewer privacy violations for different privacy types. Through a second user study, it was demonstrated that these privacy-protecting techniques were effective without diminishing the task performance of the remote user.Comment: 14 pages, 8 figure

Sketchy rendering for information visualization

We present and evaluate a framework for constructing sketchy style information visualizations that mimic data graphics drawn by hand. We provide an alternative renderer for the Processing graphics environment that redefines core drawing primitives including line, polygon and ellipse rendering. These primitives allow higher-level graphical features such as bar charts, line charts, treemaps and node-link diagrams to be drawn in a sketchy style with a specified degree of sketchiness. The framework is designed to be easily integrated into existing visualization implementations with minimal programming modification or design effort. We show examples of use for statistical graphics, conveying spatial imprecision and for enhancing aesthetic and narrative qualities of visual- ization. We evaluate user perception of sketchiness of areal features through a series of stimulus-response tests in order to assess users’ ability to place sketchiness on a ratio scale, and to estimate area. Results suggest relative area judgment is compromised by sketchy rendering and that its influence is dependent on the shape being rendered. They show that degree of sketchiness may be judged on an ordinal scale but that its judgement varies strongly between individuals. We evaluate higher-level impacts of sketchiness through user testing of scenarios that encourage user engagement with data visualization and willingness to critique visualization de- sign. Results suggest that where a visualization is clearly sketchy, engagement may be increased and that attitudes to participating in visualization annotation are more positive. The results of our work have implications for effective information visualization design that go beyond the traditional role of sketching as a tool for prototyping or its use for an indication of general uncertainty

Implicit social associations for geometric-shape agents more strongly influenced by visual form than by explicitly identified social actions

Studies of infants' and adults' social cognition frequently use geometric-shape agents such as coloured squares and circles, but the influence of agent visual-form on social cognition has been little investigated. Here, although adults gave accurate explicit descriptions of interactions between geometric-shape aggressors and victims, implicit association tests for dominance and valence did not detect tendencies to encode the shapes’ social attributes on an implicit level. With regard to valence, the lack of any systematic implicit associations precludes conclusive interpretations. With regard to dominance, participants implicitly associated a yellow square as more dominant than a blue circle, even when the true relationship was the reverse of this and was correctly explicitly described by participants. Therefore, although explicit dominance judgements were strongly influenced by observed behaviour, implicit dominance associations were more clearly influenced by preconceived associations between visual form and social characteristics. This study represents a cautionary tale for those conducting experiments using geometric-shape agents

A quantitative analysis of the taxonomy of artistic styles

Classifying artists and their work as distinct art styles has been an important task of scholars in the field of art history. Due to its subjectivity, scholars often contradict one another. Our project investigated differences in aesthetic qualities of seven art styles through quantitative means. This was achieved with state-of-the-art deep-learning paradigms to generate new images resembling the style of an artist or entire era. We conducted psychological experiments to measure the behavior of subjects when viewing these new art images. Two different experiments were used: In an eye-tracking study, subjects viewed art-style-specific generated images. Eye movements were recorded and then compared between art styles. In a visual singleton search study, subjects had to locate a style-outlier image among three images of an alternative style. Reaction time and accuracy were measured and analyzed. These experiments show that there are measurable differences in behavior when viewing images of varying art styles. From these differences, we constructed hierarchical clusterings relating art styles based on the different behaviors of subjects viewing the samples. Our study reveals a novel perspective on the classification of artworks into stylistic eras and motivates future research in the domain of empirical aesthetics through quantitative means

The Design and Evaluation of an Ambient Biofeedback Display

People use non-verbal cues, such as facial expressions, body language and tonal variations in speech, to help communicate emotion; however, these cues are not always available in interactive computer environments. For example, in computer-mediated communication, these cues don’t exist, and in interactive art, it is difficult to convey and represent emotion. Without being able to effectively communicate emotion, we can have difficulty relating to other people, and can lack self-regulation of our own emotional states. In this thesis, we propose to use abstract visual representations of emotion when regular emotion cues either don’t exist or are not appropriate to the medium. Through pilot testing and two user studies, we create abstract visual representations of emotional state and show that the visualizations are naturally interpretable and suitable for at-a-glance understanding. Finally, to demonstrate their utility, we incorporate the visual representations of emotion into a biofeedback task using ambient displays. We show that participants are able to use the visualizations to self-regulate their physiological arousal

Emotional response and visual attention to non-photorealistic images

Non-photorealistic rendering (NPR) algorithms are used to produce stylized images, and have generally been evaluated on the aesthetic qualities of the resulting images. NPR-produced images have been used for aesthetic and practical reasons in media intended to produce an emotional reaction in a consumer (e.g., computer games, films, advertisements, and web sites); however, it is not understood how non-photorealistic rendering affects the emotion portrayed in an image. We conducted a study of subjective emotional response and visual attention to five common NPR approaches, two blurring techniques, and the original image with 42 participants, and found that the NPR algorithms dampened participants emotional responses in terms of arousal (activation) and valence (pleasure). Gaze data revealed that NPR rendering of images might reduce emotional response to an image by producing confusion, creating distracting visual artifacts, causing the loss of meaningful semantic information, or causing users to lose interest in the resulting image

Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

[EN] The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year were investigated. Our findings suggest a significant correlation between neuroscience metrics and self-reported of ad effectiveness and the direct number of views on the YouTube channel. In addition, and using an artificial neural network based on neuroscience metrics, the model classifies (82.9% of average accuracy) and estimate the number of online views (mean error of 0.199). The results highlight the validity of neuromarketing-based techniques for predicting the success of advertising responses. Practitioners can consider the proposed methodology at the design stages of advertising content, thus enhancing advertising effectiveness. The study pioneers the use of neurophysiological methods in predicting advertising success in a digital context. This is the first article that has examined whether these measures could actually be used for predicting views for advertising on YouTube.This work has been supported by the Heineken Endowed Chair in Neuromarketing at the Polytechnic University of Valencia in order to research and apply new technologies and neuroscience in communication, distribution and consumption fields.Guixeres Provinciale, J.; Bigné-Alcañiz, E.; Ausin-Azofra, JM.; Alcañiz Raya, ML.; Colomer, A.; Fuentes-Hurtado, FJ.; Naranjo Ornedo, V. (2017). Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising. Frontiers in Psychology. 8:1-14. https://doi.org/10.3389/fpsyg.2017.01808S1148Rajendra Acharya, U., Paul Joseph, K., Kannathal, N., Lim, C. M., & Suri, J. S. (2006). Heart rate variability: a review. Medical & Biological Engineering & Computing, 44(12), 1031-1051. doi:10.1007/s11517-006-0119-0Aftanas, L. I., Reva, N. V., Varlamov, A. A., Pavlov, S. V., & Makhnev, V. P. (2004). Analysis of Evoked EEG Synchronization and Desynchronization in Conditions of Emotional Activation in Humans: Temporal and Topographic Characteristics. Neuroscience and Behavioral Physiology, 34(8), 859-867. doi:10.1023/b:neab.0000038139.39812.ebAstolfi, L., De Vico Fallani, F., Cincotti, F., Mattia, D., Bianchi, L., Marciani, M. G., … Babiloni, F. (2008). Neural Basis for Brain Responses to TV Commercials: A High-Resolution EEG Study. IEEE Transactions on Neural Systems and Rehabilitation Engineering, 16(6), 522-531. doi:10.1109/tnsre.2008.2009784Astolfi, L., Fallani, F. D. V., Cincotti, F., Mattia, D., Bianchi, L., Marciani, M. G., … Babiloni, F. (2009). Brain activity during the memorization of visual scenes from TV commercials: An application of high resolution EEG and steady state somatosensory evoked potentials technologies. Journal of Physiology-Paris, 103(6), 333-341. doi:10.1016/j.jphysparis.2009.07.002Baack, D. W., Wilson, R. T., & Till, B. D. (2008). Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media. Journal of Advertising, 37(4), 85-94. doi:10.2753/joa0091-3367370407Bellman, S., Murphy, J., Treleaven-Hassard, S., O’Farrell, J., Qiu, L., & Varan, D. (2013). Using Internet Behavior to Deliver Relevant Television Commercials. Journal of Interactive Marketing, 27(2), 130-140. doi:10.1016/j.intmar.2012.12.001Bigné, E. (2016). Frontiers in research in business: Will you be in? European Journal of Management and Business Economics, 25(3), 89-90. doi:10.1016/j.redeen.2016.09.001Bigné, E., Llinares, C., & Torrecilla, C. (2016). Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study. Journal of Business Research, 69(4), 1423-1427. doi:10.1016/j.jbusres.2015.10.119Blanco-Velasco, M., Weng, B., & Barner, K. E. (2008). ECG signal denoising and baseline wander correction based on the empirical mode decomposition. Computers in Biology and Medicine, 38(1), 1-13. doi:10.1016/j.compbiomed.2007.06.003Boksem, M. A. S., & Smidts, A. (2015). Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success. Journal of Marketing Research, 52(4), 482-492. doi:10.1509/jmr.13.0572Bradley, M. M., Houbova, P., Miccoli, L., Costa, V. D., & Lang, P. J. (2011). Scan patterns when viewing natural scenes: Emotion, complexity, and repetition. Psychophysiology, 48(11), 1544-1553. doi:10.1111/j.1469-8986.2011.01223.xCastiglioni, P., & Di Rienzo, M. (s. f.). On the evaluation of heart rate spectra: the Lomb periodogram. Computers in Cardiology 1996. doi:10.1109/cic.1996.542584Cha, M., Kwak, H., Rodriguez, P., Ahn, Y.-Y., & Moon, S. (2007). I tube, you tube, everybody tubes. Proceedings of the 7th ACM SIGCOMM conference on Internet measurement - IMC ’07. doi:10.1145/1298306.1298309Chen, L., Zhou, Y., & Chiu, D. M. (2014). A lifetime model of online video popularity. 2014 23rd International Conference on Computer Communication and Networks (ICCCN). doi:10.1109/icccn.2014.6911774Christoforou, C., Christou-Champi, S., Constantinidou, F., & Theodorou, M. (2015). From the eyes and the heart: a novel eye-gaze metric that predicts video preferences of a large audience. Frontiers in Psychology, 6. doi:10.3389/fpsyg.2015.00579Colomer Granero, A., Fuentes-Hurtado, F., Naranjo Ornedo, V., Guixeres Provinciale, J., Ausín, J. M., & Alcañiz Raya, M. (2016). A Comparison of Physiological Signal Analysis Techniques and Classifiers for Automatic Emotional Evaluation of Audiovisual Contents. Frontiers in Computational Neuroscience, 10. doi:10.3389/fncom.2016.00074Couwenberg, L. E., Boksem, M. A. S., Dietvorst, R. C., Worm, L., Verbeke, W. J. M. I., & Smidts, A. (2017). Neural responses to functional and experiential ad appeals: Explaining ad effectiveness. International Journal of Research in Marketing, 34(2), 355-366. doi:10.1016/j.ijresmar.2016.10.005Curry, B., & Moutinho, L. (1993). Neural Networks in Marketing: Modelling Consumer Responses to Advertising Stimuli. European Journal of Marketing, 27(7), 5-20. doi:10.1108/03090569310040325Daugherty, T., Hoffman, E., & Kennedy, K. (2016). Research in reverse: Ad testing using an inductive consumer neuroscience approach. Journal of Business Research, 69(8), 3168-3176. doi:10.1016/j.jbusres.2015.12.005Davidson, R. J. (2004). What does the prefrontal cortex «do» in affect: perspectives on frontal EEG asymmetry research. Biological Psychology, 67(1-2), 219-234. doi:10.1016/j.biopsycho.2004.03.008Deitz, G. D., Royne, M. B., Peasley, M. C., & Huang, J. «Coco». (2016). EEG-Based Measures versus Panel Ratings: Predicting Social-Media Based Behavioral Responses to Super Bowl Ads. Journal of Advertising Research, 56(2), 217. doi:10.2501/jar-2016-030Demarzo, M. M. P., Montero-Marin, J., Stein, P. K., Cebolla, A. s, Provinciale, J. G., & García-Campayo, J. (2014). Mindfulness may both moderate and mediate the effect of physical fitness on cardiovascular responses to stress: a speculative hypothesis. Frontiers in Physiology, 5. doi:10.3389/fphys.2014.00105Santos, R. D. O. J. dos, Oliveira, J. H. C. de, Rocha, J. B., & Giraldi, J. D. M. E. (2015). Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies. International Journal of Psychological Studies, 7(1). doi:10.5539/ijps.v7n1p32Elsen, M., Pieters, R., & Wedel, M. (2016). Thin Slice Impressions: How Advertising Evaluation Depends on Exposure Duration. Journal of Marketing Research, 53(4), 563-579. doi:10.1509/jmr.13.0398Feise, R. J. (2002). Do multiple outcome measures require p-value adjustment? BMC Medical Research Methodology, 2(1). doi:10.1186/1471-2288-2-8Fishman, M., Jacono, F. J., Park, S., Jamasebi, R., Thungtong, A., Loparo, K. A., & Dick, T. E. (2012). A method for analyzing temporal patterns of variability of a time series from Poincaré plots. Journal of Applied Physiology, 113(2), 297-306. doi:10.1152/japplphysiol.01377.2010Fjorback, L. O., Arendt, M., Ørnbøl, E., Fink, P., & Walach, H. (2011). Mindfulness-Based Stress Reduction and Mindfulness-Based Cognitive Therapy - a systematic review of randomized controlled trials. Acta Psychiatrica Scandinavica, 124(2), 102-119. doi:10.1111/j.1600-0447.2011.01704.xGao, J. F., Yang, Y., Lin, P., Wang, P., & Zheng, C. X. (2009). Automatic Removal of Eye-Movement and Blink Artifacts from EEG Signals. Brain Topography, 23(1), 105-114. doi:10.1007/s10548-009-0131-4Geisler, F. C. M., Vennewald, N., Kubiak, T., & Weber, H. (2010). The impact of heart rate variability on subjective well-being is mediated by emotion regulation. Personality and Individual Differences, 49(7), 723-728. doi:10.1016/j.paid.2010.06.015Goldberg, J. H., Stimson, M. J., Lewenstein, M., Scott, N., & Wichansky, A. M. (2002). Eye tracking in web search tasks. Proceedings of the symposium on Eye tracking research & applications - ETRA ’02. doi:10.1145/507072.507082Grandjean, D., Sander, D., & Scherer, K. R. (2008). Conscious emotional experience emerges as a function of multilevel, appraisal-driven response synchronization. Consciousness and Cognition, 17(2), 484-495. doi:10.1016/j.concog.2008.03.019Guerreiro, J., Rita, P., & Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing, 49(11/12), 1728-1750. doi:10.1108/ejm-09-2014-0543Ha, L. (2008). Online Advertising Research in Advertising Journals: A Review. Journal of Current Issues & Research in Advertising, 30(1), 31-48. doi:10.1080/10641734.2008.10505236Harmon-Jones, E., Gable, P. A., & Peterson, C. K. (2010). The role of asymmetric frontal cortical activity in emotion-related phenomena: A review and update. Biological Psychology, 84(3), 451-462. doi:10.1016/j.biopsycho.2009.08.010Holmqvist, K., Andrà, C., Lindström, P., Arzarello, F., Ferrara, F., Robutti, O., & Sabena, C. (2011). A method for quantifying focused versus overview behavior in AOI sequences. Behavior Research Methods, 43(4), 987-998. doi:10.3758/s13428-011-0104-xKent, R. J., & Allen, C. T. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Journal of Marketing, 58(3), 97. doi:10.2307/1252313Khushaba, R. N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. E., & Townsend, C. (2013). Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Systems with Applications, 40(9), 3803-3812. doi:10.1016/j.eswa.2012.12.095Kim, K., Hayes, J. L., Avant, J. A., & Reid, L. N. (2014). Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010. Journal of Advertising, 43(3), 296-316. doi:10.1080/00913367.2013.857620Kopton, I. M., & Kenning, P. (2014). Near-infrared spectroscopy (NIRS) as a new tool for neuroeconomic research. Frontiers in Human Neuroscience, 8. doi:10.3389/fnhum.2014.00549Kühn, S., Strelow, E., & Gallinat, J. (2016). Multiple «buy buttons» in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. NeuroImage, 136, 122-128. doi:10.1016/j.neuroimage.2016.05.021Lang, A., Bolls, P., Potter, R. F., & Kawahara, K. (1999). The effects of production pacing and arousing content on the information processing of television messages. Journal of Broadcasting & Electronic Media, 43(4), 451-475. doi:10.1080/08838159909364504Lee, J., & Ahn, J.-H. (2012). Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach. International Journal of Electronic Commerce, 17(1), 119-137. doi:10.2753/jec1086-4415170105McAlister, L., Srinivasan, R., Jindal, N., & Cannella, A. A. (2016). Advertising Effectiveness: The Moderating Effect of Firm Strategy. Journal of Marketing Research, 53(2), 207-224. doi:10.1509/jmr.13.0285McDuff, D., Kaliouby, R. E., Cohn, J. F., & Picard, R. W. (2015). Predicting Ad Liking and Purchase Intent: Large-Scale Analysis of Facial Responses to Ads. IEEE Transactions on Affective Computing, 6(3), 223-235. doi:10.1109/taffc.2014.2384198Mognon, A., Jovicich, J., Bruzzone, L., & Buiatti, M. (2011). ADJUST: An automatic EEG artifact detector based on the joint use of spatial and temporal features. Psychophysiology, 48(2), 229-240. doi:10.1111/j.1469-8986.2010.01061.xBabiloni, F. (2012). Consumer Nueroscience: A New Area of Study for Biomedical Engineers. IEEE Pulse, 3(3), 21-23. doi:10.1109/mpul.2012.2189166Mould, D., Mandryk, R. L., & Li, H. (2012). Emotional response and visual attention to non-photorealistic images. Computers & Graphics, 36(6), 658-672. doi:10.1016/j.cag.2012.03.039Cartocci, G., Caratù, M., Modica, E., Maglione, A. G., Rossi, D., Cherubino, P., & Babiloni, F. (2017). Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements. Journal of Visualized Experiments, (126). doi:10.3791/55872Pan, J., & Tompkins, W. J. (1985). A Real-Time QRS Detection Algorithm. IEEE Transactions on Biomedical Engineering, BME-32(3), 230-236. doi:10.1109/tbme.1985.325532Pieters, R., Warlop, L., & Wedel, M. (2002). Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory. Management Science, 48(6), 765-781. doi:10.1287/mnsc.48.6.765.192Piskorski, J., & Guzik, P. (2007). Geometry of the Poincaré plot ofRRintervals and its asymmetry in healthy adults. Physiological Measurement, 28(3), 287-300. doi:10.1088/0967-3334/28/3/005Richman, J. S., & Moorman, J. R. (2000). Physiological time-series analysis using approximate entropy and sample entropy. American Journal of Physiology-Heart and Circulatory Physiology, 278(6), H2039-H2049. doi:10.1152/ajpheart.2000.278.6.h2039Ruanguttamanun, C. (2014). Neuromarketing: I Put Myself into a fMRI Scanner and Realized that I love Louis Vuitton Ads. Procedia - Social and Behavioral Sciences, 148, 211-218. doi:10.1016/j.sbspro.2014.07.036Shehu, E., Bijmolt, T. H. A., & Clement, M. (2016). Effects of Likeability Dynamics on Consumers’ Intention to Share Online Video Advertisements. Journal of Interactive Marketing, 35, 27-43. doi:10.1016/j.intmar.2016.01.001Smith, A. N., Fischer, E., & Yongjian, C. (2012). How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113. doi:10.1016/j.intmar.2012.01.002Strach, P., Zuber, K., Fowler, E. F., Ridout, T. N., & Searles, K. (2015). In a Different Voice? Explaining the Use of Men and Women as Voice-Over Announcers in Political Advertising. Political Communication, 32(2), 183-205. doi:10.1080/10584609.2014.914614Malik, M., Bigger, J. T., Camm, A. J., Kleiger, R. E., Malliani, A., Moss, A. J., & Schwartz, P. J. (1996). Heart rate variability: Standards of measurement, physiological interpretation, and clinical use. European Heart Journal, 17(3), 354-381. doi:10.1093/oxfordjournals.eurheartj.a014868Tomkovick, C., Yelkur, R., & Christians, L. (2001). The USA’s biggest marketing event keeps getting bigger: an in-depth look at Super Bowl advertising in the 1990s. Journal of Marketing Communications, 7(2), 89-108. doi:10.1080/13527260121725Vakratsas, D., & Ambler, T. (1999). How Advertising Works: What Do We Really Know? Journal of Marketing, 63(1), 26. doi:10.2307/1251999Valenza, G., Allegrini, P., Lanatà, A., & Scilingo, E. P. (2012). Dominant Lyapunov exponent and approximate entropy in heart rate variability during emotional visual elicitation. Frontiers in Neuroengineering, 5. doi:10.3389/fneng.2012.00003Valenza, G., Citi, L., Lanatá, A., Scilingo, E. P., & Barbieri, R. (2014). Revealing Real-Time Emotional Responses: a Personalized Assessment based on Heartbeat Dynamics. Scientific Reports, 4(1). doi:10.1038/srep04998Varan, D., Lang, A., Barwise, P., Weber, R., & Bellman, S. (2015). How Reliable Are Neuromarketers’ Measures of Advertising Effectiveness? Journal of Advertising Research, 55(2), 176-191. doi:10.2501/jar-55-2-176-191Vecchiato, G., Astolfi, L., Tabarrini, A., Salinari, S., Mattia, D., Cincotti, F., … Babiloni, F. (2010). EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements. Computational Intelligence and Neuroscience, 2010, 1-7. doi:10.1155/2010/985867Vecchiato, G., Maglione, A. G., Cherubino, P., Wasikowska, B., Wawrzyniak, A., Latuszynska, A., … Babiloni, F. (2014). Neurophysiological Tools to Investigate Consumer’s Gender Differences during the Observation of TV Commercials. Computational and Mathematical Methods in Medicine, 2014, 1-12. doi:10.1155/2014/912981Vecchiato, G., Susac, A., Margeti, S., De Vico Fallani, F., Maglione, A. G., Supek, S., … Babiloni, F. (2012). High-Resolution EEG Analysis of Power Spectral Density Maps and Coherence Networks in a Proportional Reasoning Task. Brain Topography, 26(2), 303-314. doi:10.1007/s10548-012-0259-5Vecchiato, G., Toppi, J., Astolfi, L., De Vico Fallani, F., Cincotti, F., Mattia, D., … Babiloni, F. (2011). Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements. Medical & Biological Engineering & Computing, 49(5), 579-583. doi:10.1007/s11517-011-0747-xVenkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., … Winer, R. S. (2015). Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling. Journal of Marketing Research, 52(4), 436-452. doi:10.1509/jmr.13.0593Wackermann, J., Lehmann, D., Michel, C. M., & Strik, W. K. (1993). Adaptive segmentation of spontaneous EEG map series into spatially defined microstates. International Journal of Psychophysiology, 14(3), 269-283. doi:10.1016/0167-8760(93)90041-mWedel, M., & Kannan, P. K. (2016). Marketing Analytics for Data-Rich Environments. Journal of Marketing, 80(6), 97-121. doi:10.1509/jm.15.0413Werkle-Bergner, M., Müller, V., Li, S.-C., & Lindenberger, U. (2006). Cortical EEG correlates of successful memory encoding: Implications for lifespan comparisons. Neuroscience & Biobehavioral Reviews, 30(6), 839-854. doi:10.1016/j.neubiorev.2006.06.009West, P. M., Brockett, P. L., & Golden, L. L. (1997). A Comparative Analysis of Neural Networks and Statistical Methods for Predicting Consumer Choice. Marketing Science, 16(4), 370-391. doi:10.1287/mksc.16.4.370Zhou, R., Khemmarat, S., Gao, L., Wan, J., & Zhang, J. (2016). How YouTube videos are discovered and its impact on video views. Multimedia Tools and Applications, 75(10), 6035-6058. doi:10.1007/s11042-015-3206-

La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales

Tesis por compendio[ES] El proceso de evaluar la eficacia en publicidad es una tarea complicada. Para poder cumplir con los requisitos de los clientes, el publicista está acostumbrado a apoyarse en los criterios objetivos que garantizan las soluciones de la propuesta de comunicación. Así como los aspectos subjetivos del creativo, como la estética, la música, el argumento, y el formato, suelen ser abordados según un criterio creativo. El objetivo de este trabajo es proponer y evaluar experimentalmente una metodología que, mediante la combinación de las respuestas psicofisiológicas, los modelos de aprendizaje automático y las técnicas tradicionales permita cuantificar y predecir, de una forma científica y metódica, el impacto emocional y cognitivo de la publicidad audiovisual. Para ello han planteado 3 estudios experimentales que investigan diferentes características de la metodología propuesta: investigar la capacidad de medidas que provienen de la neurociencia para predecir la eficacia de la publicidad. El segundo plantea comparar el efecto de un nuevo tipo de publicidad más inmersiva de video 360º en frente de la publicidad audiovisual clásica en formato video estándar. Y el tercero la evaluación de la música en el contexto de la congruencia e incongruencia musical aplicado en los anuncios de TV. En cuanto al estudio del impacto de la música en los anuncios se investigó los resultados de las reacciones emocionales y cognitivas de los sujetos durante la exposición a anuncios de televisión con música congruente e incongruente. Se analizaron las señales de electroencefalografía (EEG) y eye tracking (ET) de un grupo de 90 personas que vieron 6 anuncios de televisión. Los resultados mostraron que la música congruente genera niveles más altos asimetría prefrontal cerebral asociada al procesamiento positivo emocional. Por otro lado, los anuncios incongruentes con música alegre mostraron mayor nivel de atención y carga cognitiva, generando mayor recuerdo que los anuncios con música congruente. El estudio demostró, por tanto, la validez del empleo de técnicas basadas neurofisiología para evaluar el impacto de la música en los anuncios. En el segundo estudio se comparó la eficacia de un nuevo tipo de publicidad audiovisual mediante video 360º en la que el usuario tiene una mayor capacidad de interacción frente anuncios audiovisuales clásicos (2D) en los que el visionado carece de interacción. Se comparo el impacto en términos de atención visual, reconocimiento de marca, compromiso y emociones. Las herramientas que se utilizaron fueron señales neurofisiológicas como la electroencefalografía, variabilidad cardiaca, seguimiento ocular y codificación facial. Se compararon cuatro anuncios existentes para bienes duraderos y bienes de consumo de alta rotación. En los resultados se determinó que la mirada depende del contenido del anuncio, que la atención visual es menor en los anuncios de 360º así como el reconocimiento del logo de la marca. Los productos duraderos son los que generan más emociones positivas y el nivel de engagement. Este tipo de metodología ayudara por tanto a cuantificar el mejor formato según la estrategia de contenidos. En el último estudio se investigó la efectividad de los nuevos canales digitales de comunicación (YouTube) para predecir el número de visitas mediante el uso de las redes neuronales artificiales y nuevas métricas basadas en neurociencia extraídas de la electroencefalografía, eye tracking y variabilidad cardíaca. Se descubrieron correlaciones significativas entre la respuesta psicofisiológica del sujeto y la efectividad de los anuncios ponderada como el número de visitas en el canal de YouTube que tubo a posteriori ese anuncio. Esta tesis proporciona por tanto contribuciones novedosas en cuanto al uso de la neurociencia y la inteligencia artificial en la investigación del impacto de la publicidad.[CA] El procés d'avaluar l'eficàcia en publicitat és una tasca complicada. Per poder complir amb els requisits dels clients, el publicista està acostumat a recolzar-se en els criteris objectius que garanteixen les solucions de la proposta de comunicació. Així com els aspectes subjectius de l'creatiu, com l'estètica, la música, l'argument, el format, solen ser abordats segons un criteri creatiu. L'objectiu d'aquest treball és proposar i avaluar experimentalment una metodologia que, mitjançant la combinació de les eines, tecnologia de respostes psicofisiològiques, models d'aprenentatge automàtic i les tècniques tradicionals permeti obtenir, d'una manera científica i metòdica, la resposta dels usuaris davant els anuncis de TV per obtenir la informació necessària per aportar valor a la publicitat. Per a això es plantegen 3 estudis experimentals que investiguen diferents característiques de la metodologia proposada: investigar la capacitat de les eines de neurociència per predir l'eficàcia de la publicitat. El segon planteja mesurar l'eficàcia de Els anuncis segons el format de la publicitat, 2D vs 360º. I el tercer l'avaluació de la música en el context de la congruència i incongruència musical aplicat en els anuncis de TV. L'estudi on comparem l'eficàcia de la publicitat de 360º vs els anuncis estàtics (2D) en termes d'atenció visual, reconeixement de marca, compromís i emocions. Les eines que es van utilitzar van ser eines neurofisiològiques com l'electroencefalografia, variabilitat cardíaca seguiment ocular i codificació facial. Es van comparar quatre anuncis existents per a béns duradors i béns de consum d'alta rotació. En els resultats es mostra que la mirada depèn de l'contingut de l'anunci, l'atenció visual és menor en els anuncis de 360º així com el reconeixement de l'logotip de la marca. Els productes duradors són els que generen més emocions positives i el nivell d'engagement. El que comporta tenir-ho en compte per generar una estratègia de continguts que és el que es desenvolupa en el capítol 2. Pel que fa a l'estudi de l'impacte de la música en els anuncis es va investigar els resultats de les reaccions emocionals i cognitives dels subjectes durant l'exposició a anuncis de televisió amb música congruent i incongruent. Es van analitzar els senyals de electroencefalografia i eye tracking d'un grup de 90 persones que van veure 6 anuncis de televisió. Els resultats mostres que la música congruent genera nivells més alts asimetria prefrontal que representa el gust cerebral. Així com els anuncis incongruents amb música alegre tenen major nivell d'atenció i càrrega cognitiva, generant major recordo que els anuncis amb música congruent. Demostrant la validesa de les tècniques de neurofisiologia per avaluar l'impacte de la música en els anuncis. En l'últim estudi es va investigar l'efectivitat dels nous canals digitals de comunicació (YouTube) per predir mitjançant l'ús de les xarxes neuronals artificials i mètriques basades en neurociències com l'electroencefalografia, eye tracking, variabilitat cardíaca. Es va descobrir les correlacions significatives entre les mètriques de la neurociència i l'efectivitat dels anuncis i el nombre de visites al canal de Youtube. Creant una predicció d'un 82,9% la precisió mitjana i les visualitzacions en línia. Aquesta tesi proporciona contribucions noves a l'ús de la neurociència en la investigació de l'comportament humà, particularment en el consumidor i com li afecta la presa de decisions. La neurociència de el consumidor pot ajudar a l'aplicació de metodologies per a la valoració dels estímuls audiovisuals des d'una perspectiva més exacta i precisa. A més, creant models d'aprenentatge automàtic podem predir les respostes dels usuaris davant els diferents estímuls publicitaris creant campanyes més eficaces i econòmiques. Creiem fermament que el neuromarketing revolucionarà els mètodes d'avaluació de continguts audiovisuals i de presa de decisions. La present tesi té com a objectiu contribuir a aquest progrés. Els resultats d'aquesta tesi poden ser d'utilitat per als investigadors i publicistes interessats a conèixer millor el comportament de consumidor.[EN] The process of evaluating advertising effectiveness is a complicated task. In order to meet customer requirements, the advertiser is used to relying on objective criteria that guarantee the solutions of the communication proposal. As well as the subjective aspects of the creative, such as aesthetics, music, plot, format, they are usually approached according to a creative criterion. The objective of this work is to propose and experimentally evaluate a methodology that, through the combination of tools, psychophysiological response technology, machine learning models and traditional techniques allows to obtain, in a scientific and methodical way, the response of users to TV commercials to obtain the information necessary to add value to the advertisement. For this, 3 experimental studies are proposed that investigate different characteristics of the proposed methodology: investigate the capacity of neuroscience tools to predict the effectiveness of advertising. The second proposes to measure the effectiveness of the ads according to the advertising format, 2D vs 360º. And the third is the evaluation of music in the context of musical congruence and incongruity applied in TV commercials. The study where we compared the effectiveness of 360º advertising vs static (2D) ads in terms of visual attention, brand recognition, engagement and emotions. The tools used were neurophysiological tools such as electroencephalography, cardiac variability, eye tracking, and facial coding. Four existing ads for durable goods and high-turnover consumer goods were compared. The results show that the look depends on the content of the ad, the visual attention is less in the 360º ads as well as the recognition of the brand logo. Durable products are the ones that generate the most positive emotions and the level of engagement. What it takes to take it into account to generate a content strategy. 2. Regarding the study of the impact of music on advertisements, the results of the emotional and cognitive reactions of the subjects during exposure to television advertisements with congruent and incongruous music were investigated. The electroencephalography and eye tracking signals of a group of 90 people who watched 6 television commercials were analysed. The results show that congruent music generates higher levels of prefrontal asymmetry than represents cerebral taste. Just as incongruous ads with happy music have a higher level of attention and cognitive load, generating greater memory than ads with congruent music. Demonstrating the validity of neurophysiology techniques to evaluate the impact of music on advertisements. The latest study investigated the effectiveness of new digital communication channels (YouTube) to predict through the use of artificial neural networks and metrics based on neurosciences such as electroencephalography, eye tracking, and cardiac variability. Significant correlations between neuroscience metrics and the effectiveness of ads and the number of views on the YouTube channel were discovered. Creating a prediction of 82.9% the average precision and online visualizations. This thesis provides novel contributions to the use of neuroscience in human behaviour research, particularly in the consumer and how it affects decision-making. Consumer neuroscience can help the application of methodologies for the assessment of audiovisual stimuli from a more accurate and precise perspective. In addition, by creating machine learning models, we can predict user responses to different advertising stimuli, creating more effective and economical campaigns. We firmly believe that neuromarketing will revolutionize audiovisual content evaluation and decision-making methods. The present thesis aims to contribute to this progress.Ausin Azofra, JM. (2021). La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/180237TESISCompendi

EL RENDER DE ARQUITECTURA. Análisis de la respuesta emocional del observador

En el ámbito de la expresión gráfica arquitectónica, la realidad virtual supone una herramienta, indispensable en nuestros días, para comunicar del proyecto de arquitectura. Entre todos los canales de expresión de la realidad virtual, los renders o perspectivas digitales son los más comúnmente empleados en concursos, publicaciones y medios de divulgación arquitectónica. En estos soportes, las imágenes renderizadas permiten una rápida comprensión de la propuesta planteada, sean expertos o no los observadores de las mismas. El rápido avance de los programas informáticos de modelización digital ha permitido a los arquitectos producir sofisticadas imágenes como una valiosa herramienta para seducir a los observadores de las mismas. Si los medios de representación diédrica requieren del observador determinadas habilidades de interpretación espacial para imaginar el futuro lugar que el proyecto contendrá, estas imágenes nos trasladan directamente a él y nos permiten sentir lo que en aquellos lugares experimentaríamos. Estas sensaciones evocadas, generarán en el observador, una opinión más o menos favorable, sobre el espacio que la imagen representa. El proyecto necesita comunicarse, y por lo tanto requiere de cierta estrategia de comunicación. Si hasta ahora era el punto de vista del arquitecto el que inundaba la expresión del proyecto de arquitectura, ahora aparece la figura del usuario (jurado de concurso, futuro cliente, comprador de un piso) como un nuevo filtro a través del cual, se hace necesario observar el proyecto. Conocer los factores cognitivos que hay detrás del proceso de evaluación del observador permite la aplicación de técnicas, de manera que analizando las preferencias del usuario, éstas pueden ser incluidas en el proceso de diseño. La publicidad actual desarrolla sofisticadas estrategias para captar la atención del público general o de un determinado sector en particular, y despertar en él sentimientos que favorezcan la elección del producto diseñado. Sin embargo, no se encuentran apenas trabajos de investigación que analicen los factores cognitivos en renders de arquitectura.Iñarra Abad, S. (2014). EL RENDER DE ARQUITECTURA. Análisis de la respuesta emocional del observador [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/38447TESISPremios Extraordinarios de tesis doctorale