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

Brain interaction during cooperation: Evaluating local properties of multiple-brain network

Subjects’ interaction is the core of most human activities. This is the reason why a lack of coordination is often the cause of missing goals, more than individual failure. While there are different subjective and objective measures to assess the level of mental effort required by subjects while facing a situation that is getting harder, that is, mental workload, to define an objective measure based on how and if team members are interacting is not so straightforward. In this study, behavioral, subjective and synchronized electroencephalographic data were collected from couples involved in a cooperative task to describe the relationship between task difficulty and team coordination, in the sense of interaction aimed at cooperatively performing the assignment. Multiple-brain connectivity analysis provided information about the whole interacting system. The results showed that averaged local properties of a brain network were affected by task difficulty. In particular, strength changed significantly with task difficulty and clustering coefficients strongly correlated with the workload itself. In particular, a higher workload corresponded to lower clustering values over the central and parietal brain areas. Such results has been interpreted as less efficient organization of the network when the subjects’ activities, due to high workload tendencies, were less coordinated

Neurophysiological vigilance characterisation and assessment: Laboratory and realistic validations involving professional air traffic controllers

Vigilance degradation usually causes significant performance decrement. It is also considered the major factor causing the out-of-the-loop phenomenon (OOTL) occurrence. OOTL is strongly related to a high level of automation in operative contexts such as the Air Traffic Management (ATM), and it could lead to a negative impact on the Air Traffic Controllers’ (ATCOs) engagement. As a consequence, being able to monitor the ATCOs’ vigilance would be very important to prevent risky situations. In this context, the present study aimed to characterise and assess the vigilance level by using electroencephalographic (EEG) measures. The first study, involving 13 participants in laboratory settings allowed to find out the neurophysiological features mostly related to vigilance decrements. Those results were also confirmed under realistic ATM settings recruiting 10 professional ATCOs. The results demonstrated that (i) there was a significant performance decrement related to vigilance reduction; (ii) there were no substantial differences between the identified neurophysiological features in controlled and ecological settings, and the EEG-channel configuration defined in laboratory was able to discriminate and classify vigilance changes in ATCOs’ vigilance with high accuracy (up to 84%); (iii) the derived two EEG-channel configuration was able to assess vigilance variations reporting only slight accuracy reduction

A new perspective for the training assessment: Machine learning-based neurometric for augmented user's evaluation

Inappropriate training assessment might have either high social costs and economic impacts, especially in high risks categories, such as Pilots, Air Traffic Controllers, or Surgeons. One of the current limitations of the standard training assessment procedures is the lack of information about the amount of cognitive resources requested by the user for the correct execution of the proposed task. In fact, even if the task is accomplished achieving the maximum performance, by the standard training assessment methods, it would not be possible to gather and evaluate information about cognitive resources available for dealing with unexpected events or emergency conditions. Therefore, a metric based on the brain activity (neurometric) able to provide the Instructor such a kind of information should be very important. As a first step in this direction, the Electroencephalogram (EEG) and the performance of 10 participants were collected along a training period of 3 weeks, while learning the execution of a new task. Specific indexes have been estimated from the behavioral and EEG signal to objectively assess the users' training progress. Furthermore, we proposed a neurometric based on a machine learning algorithm to quantify the user's training level within each session by considering the level of task execution, and both the behavioral and cognitive stabilities between consecutive sessions. The results demonstrated that the proposed methodology and neurometric could quantify and track the users' progresses, and provide the Instructor information for a more objective evaluation and better tailoring of training programs. © 2017 Borghini, Aricò, Di Flumeri, Sciaraffa, Colosimo, Herrero, Bezerianos, Thakor and Babiloni

EEG-based mental workload neurometric to evaluate the impact of different traffic and road conditions in real driving settings

Car driving is considered a very complex activity, consisting of different concomitant tasks and subtasks, thus it is crucial to understand the impact of different factors, such as road complexity, traffic, dashboard devices, and external events on the driver’s behavior and performance. For this reason, in particular situations the cognitive demand experienced by the driver could be very high, inducing an excessive experienced mental workload and consequently an increasing of error commission probability. In this regard, it has been demonstrated that human error is the main cause of the 57% of road accidents and a contributing factor in most of them. In this study, 20 young subjects have been involved in a real driving experiment, performed under different traffic conditions (rush hour and not) and along different road types (main and secondary streets). Moreover, during the driving tasks different specific events, in particular a pedestrian crossing the road and a car entering the traffic flow just ahead of the experimental subject, have been acted. A Workload Index based on the Electroencephalographic (EEG), i.e., brain activity, of the drivers has been employed to investigate the impact of the different factors on the driver’s workload. Eye-Tracking (ET) technology and subjective measures have also been employed in order to have a comprehensive overview of the driver’s perceived workload and to investigate the different insights obtainable from the employed methodologies. The employment of such EEG-based Workload index confirmed the significant impact of both traffic and road types on the drivers’ behavior (increasing their workload), with the advantage of being under real settings. Also, it allowed to highlight the increased workload related to external events while driving, in particular with a significant effect during those situations when the traffic was low. Finally, the comparison between methodologies revealed the higher sensitivity of neurophysiological measures with respect to ET and subjective ones. In conclusion, such an EEG-based Workload index would allow to assess objectively the mental workload experienced by the driver, standing out as a powerful tool for research aimed to investigate drivers’ behavior and providing additional and complementary insights with respect to traditional methodologies employed within road safety research

Passive BCI in operational environments: insights, recent advances and future trends

this mini-review aims to highlight recent important aspects to consider and evaluate when passive Brain-Computer Interface (pBCI) systems would be developed and used in operational environments, and remarks future directions of their applications

Joint analysis of eye blinks and brain activity to investigate attentional demand during a visual search task

In several fields, the need for a joint analysis of brain activity and eye activity to investigate the association between brain mechanisms and manifest behavior has been felt. In this work, two levels of attentional demand, elicited through a conjunction search task, have been modelled in terms of eye blinks, brain activity, and brain network features. Moreover, the association between endogenous neural mechanisms underlying attentional demand and eye blinks, without imposing a time-locked structure to the analysis, has been investigated. The analysis revealed statistically significant spatial and spectral modulations of the recorded brain activity according to the different levels of attentional demand, and a significant reduction in the number of eye blinks when a higher amount of attentional investment was required. Besides, the integration of information coming from high-density electroencephalography (EEG), brain source localization, and connectivity estimation allowed us to merge spectral and causal information between brain areas, characterizing a comprehensive model of neurophysiological processes behind attentional demand. The analysis of the association between eye and brain-related parameters revealed a statistically significant high correlation (R > 0.7) of eye blink rate with anterofrontal brain activity at 8 Hz, centroparietal brain activity at 12 Hz, and a significant moderate correlation with the participation of right Intra Parietal Sulcus in alpha band (R = -0.62). Due to these findings, this work suggests the possibility of using eye blinks measured from one sensor placed on the forehead as an unobtrusive measure correlating with neural mechanisms underpinning attentional demand

Cloud-Based Data Analytics on Human Factor Measurement to Improve Safer Transport

Improving safer transport includes individual and collective behavioural aspects and their interaction. A system that can monitor and evaluate the human cognitive and physical capacities based on human factor measurement is often beneficial to improve safety in driving condition. However, analysis and evaluation of human factor measurement i.e. demographics, behaviour and physiology in real-time is challenging. This paper presents a methodology for cloud-based data analysis, categorization and metrics correlation in real-time through a H2020 project called SimuSafe. Initial implementation of this methodology shows a step-by-step approach which can handle huge amount of data with variation and verity in the cloud

EEG-based cognitive control behaviour assessment: an ecological study with professional air traffic controllers

Several models defining different types of cognitive human behaviour are available. For this work, we have selected the Skill, Rule and Knowledge (SRK) model proposed by Rasmussen in 1983. This model is currently broadly used in safety critical domains, such as the aviation. Nowadays, there are no tools able to assess at which level of cognitive control the operator is dealing with the considered task, that is if he/she is performing the task as an automated routine (skill level), as procedures-based activity (rule level), or as a problem-solving process (knowledge level). Several studies tried to model the SRK behaviours from a Human Factor perspective. Despite such studies, there are no evidences in which such behaviours have been evaluated from a neurophysiological point of view, for example, by considering brain activity variations across the different SRK levels. Therefore, the proposed study aimed to investigate the use of neurophysiological signals to assess the cognitive control behaviours accordingly to the SRK taxonomy. The results of the study, performed on 37 professional Air Traffic Controllers, demonstrated that specific brain features could characterize and discriminate the different SRK levels, therefore enabling an objective assessment of the degree of cognitive control behaviours in realistic setting

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 envelope’s texture (hereafter all included in the term “product experience”). 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