36,544 research outputs found
Gender and Age Related Effects While Watching TV Advertisements: An EEG Study
The aim of the present paper is to show how the variation of the EEG frontal cortical asymmetry is related to the general appreciation perceived during the observation of TV advertisements, in particular considering the influence of the gender and age on it. In particular, we investigated the influence of the gender on the perception of a car advertisement (Experiment 1) and the influence of the factor age on a chewing gum commercial (Experiment 2). Experiment 1 results showed statistically significant higher approach values for the men group throughout the commercial. Results from Experiment 2 showed significant lower values by older adults for the spot, containing scenes not very enjoyed by them. In both studies, there was no statistical significant difference in the scene
relative to the product offering between the experimental populations, suggesting the absence in our study of a bias towards the specific product in the evaluated populations. These evidences state the importance of the creativity in advertising, in order to attract the target population
Neurophysiological Responses to Different Product Experiences
It is well known that the evaluation of a product from the shelf considers the simultaneous cerebral and emotional evaluation of
the different qualities of the product such as its colour, the eventual images shown, and the envelopeâs texture (hereafter all
included in the term âproduct experienceâ). However, the measurement of cerebral and emotional reactions during the interaction
with food products has not been investigated in depth in specialized literature. (e aim of this paper was to investigate
such reactions by the EEG and the autonomic activities, as elicited by the cross-sensory interaction (sight and touch) across several
different products. In addition, we investigated whether (i) the brand (Major Brand or Private Label), (ii) the familiarity (Foreign
or Local Brand), and (iii) the hedonic value of products (Comfort Food or Daily Food) influenced the reaction of a group of
volunteers during their interaction with the products. Results showed statistically significantly higher tendency of cerebral
approach (as indexed by EEG frontal alpha asymmetry) in response to comfort food during the visual exploration and the visual
and tactile exploration phases. Furthermore, for the same index, a higher tendency of approach has been found toward foreign
food products in comparison with local food products during the visual and tactile exploration phase. Finally, the same
comparison performed on a different index (EEG frontal theta) showed higher mental effort during the interaction with foreign
products during the visual exploration and the visual and tactile exploration phases. Results from the present study could deepen
the knowledge on the neurophysiological response to food products characterized by different nature in terms of hedonic value
familiarity; moreover, they could have implications for food marketers and finally lead to further study on how people make food
choices through the interactions with their commercial envelope
EEG Resting-State Brain Topological Reorganization as a Function of Age
Resting state connectivity has been increasingly studied to investigate the effects of aging on the brain. A reduced organization
in the communication between brain areas was demonstrated b
y combining a variety of different imaging technologies (fMRI,
EEG, and MEG) and graph theory. In this paper, we propose a methodology to get new insights into resting state connectivity and
its variations with age, by combining advanced techniques of effective connectivity estimation, graph theoretical approach, and
classification by SVM method. We analyzed high density EEG signal
srecordedatrestfrom71healthysubjects(age:20â63years).
Weighted and directed connectivity was computed by means of Partial Directed Coherence based on a General Linear Kalman filter
approach. To keep the information collected by the estimator, weighted and directed graph indices were extracted from the resulting
networks. A relation between brain network properties and age of the subject was found, indicating a tendency of the network to
randomly organize increasing with age. This result is also confirmed dividing the whole population into two subgroups according
to the age (young and middle-aged adults): significant differences exist in terms of network organization measures. Classification
of the subjects by means of such indices returns an accuracy greater than 80
Toward a General-Purpose Heterogeneous Ensemble for Pattern Classification
We perform an extensive study of the performance of different classification approaches on twenty-five datasets (fourteen image datasets and eleven UCI data mining datasets). The aim is to find General-Purpose (GP) heterogeneous ensembles (requiring little to no parameter tuning) that perform competitively across multiple datasets. The state-of-the-art classifiers examined in this study include the support vector machine, Gaussian process classifiers, random subspace of adaboost, random subspace of rotation boosting, and deep learning classifiers. We demonstrate that a heterogeneous ensemble based on the simple fusion by sum rule of different classifiers performs consistently well across all twenty-five datasets. The most important result of our investigation is demonstrating that some very recent approaches, including the heterogeneous ensemble we propose in this paper, are capable of outperforming an SVM classifier (implemented with LibSVM), even when both kernel selection and SVM parameters are carefully tuned for each dataset
Astrocytic Ion Dynamics: Implications for Potassium Buffering and Liquid Flow
We review modeling of astrocyte ion dynamics with a specific focus on the
implications of so-called spatial potassium buffering, where excess potassium
in the extracellular space (ECS) is transported away to prevent pathological
neural spiking. The recently introduced Kirchoff-Nernst-Planck (KNP) scheme for
modeling ion dynamics in astrocytes (and brain tissue in general) is outlined
and used to study such spatial buffering. We next describe how the ion dynamics
of astrocytes may regulate microscopic liquid flow by osmotic effects and how
such microscopic flow can be linked to whole-brain macroscopic flow. We thus
include the key elements in a putative multiscale theory with astrocytes
linking neural activity on a microscopic scale to macroscopic fluid flow.Comment: 27 pages, 7 figure
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Learning Contextual Reward Expectations for Value Adaptation
Substantial evidence indicates that subjective value is adapted to the statistics of reward expected within a given temporal context. However, how these contextual expectations are learned is poorly understood. To examine such learning, we exploited a recent observation that participants performing a gambling task adjust their preferences as a function of context. We show that, in the absence of contextual cues providing reward information, an average reward expectation was learned from recent past experience. Learning dependent on contextual cues emerged when two contexts alternated at a fast rate, whereas both cue-independent and cue-dependent forms of learning were apparent when two contexts alternated at a slower rate. Motivated by these behavioral findings, we reanalyzed a previous fMRI data set to probe the neural substrates of learning contextual reward expectations. We observed a form of reward prediction error related to average reward such that, at option presentation, activity in ventral tegmental area/substantia nigra and ventral striatum correlated positively and negatively, respectively, with the actual and predicted value of options. Moreover, an inverse correlation between activity in ventral tegmental area/substantia nigra (but not striatum) and predicted option value was greater in participants showing enhanced choice adaptation to context. The findings help understanding the mechanisms underlying learning of contextual reward expectation
A unified approach to linking experimental, statistical and computational analysis of spike train data
A fundamental issue in neuroscience is how to identify the multiple biophysical mechanisms through which neurons generate observed patterns of spiking activity. In previous work, we proposed a method for linking observed patterns of spiking activity to specific biophysical mechanisms based on a state space modeling framework and a sequential Monte Carlo, or particle filter, estimation algorithm. We have shown, in simulation, that this approach is able to identify a space of simple biophysical models that were consistent with observed spiking data (and included the model that generated the data), but have yet to demonstrate the application of the method to identify realistic currents from real spike train data. Here, we apply the particle filter to spiking data recorded from rat layer V cortical neurons, and correctly identify the dynamics of an slow, intrinsic current. The underlying intrinsic current is successfully identified in four distinct neurons, even though the cells exhibit two distinct classes of spiking activity: regular spiking and bursting. This approach â linking statistical, computational, and experimental neuroscience â provides an effective technique to constrain detailed biophysical models to specific mechanisms consistent with observed spike train data.Published versio
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