Wine tasting: a neurophysiological measure of taste and olfaction interaction in the experience

In the last years have been provided evidences of sensory–sensory connectivity and influences of one modality over primary sensory cortex of another, a phenomena called crossmodality. Typically, for the wine tasting, sommeliers in addition to the use of the gustation, by the introduction of the wine into the mouth, employ the stimulation of the olfactory system both through a direct olfactory stimulation (by the nose) and a retro-nasal pathway (inhaling air while swirling the wine around in the mouth). Aim of the present study was to investigate the reaction to the wine gustation with and without the direct olfactory contribution, through an electroencephalographic index of approach or withdrawal (AW) motivation, and an autonomic index (Emotional Index – EI), deriving from the matching of heart rate and galvanic skin response activity and considered an indicator of emotional involvement. Results showed a statistically significant increase of the EI values in correspondence of wine tasting with the olfactory component (p<0.01) in comparison to the tasting without the direct olfactory contribution, and a trend of greater approach attitude was reported for the same condition. Data suggest an interaction of the two sensory modalities influencing the emotional and the cognitive aspects of wine tasting experience in a non-expert sampl

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 Profile of Antismoking Campaigns

Over the past few decades, antismoking public service announcements (PSAs) have been used by governments to promote healthy behaviours in citizens, for instance, against drinking before the drive and against smoke. Effectiveness of such PSAs has been suggested especially for young persons. By now, PSAs efficacy is still mainly assessed through traditional methods (questionnaires and metrics) and could be performed only after the PSAs broadcasting, leading to waste of economic resources and time in the case of Ineffective PSAs. One possible countermeasure to such ineffective use of PSAs could be promoted by the evaluation of the cerebral reaction to the PSA of particular segments of population (e.g., old, young, and heavy smokers). In addition, it is crucial to gather such cerebral activity in front of PSAs that have been assessed to be effective against smoke (Effective PSAs), comparing results to the cerebral reactions to PSAs that have been certified to be not effective (Ineffective PSAs). &e eventual differences between the cerebral responses toward the two PSA groups will provide crucial information about the possible outcome of new PSAs before to its broadcasting. &is study focused on adult population, by investigating the cerebral reaction to the vision of different PSA images, which have already been shown to be Effective and Ineffective for the promotion of an antismoking behaviour. Results showed how variables as gender and smoking habits can influence the perception of PSA images, and how different communication styles of the antismoking campaigns could facilitate the comprehension of PSA’s message and then enhance the related impac

Good news or bad news, which do you want first? The importance of the sequence and organization of Information for financial decision-making: a neuro-electrical imaging study

Investment decisions are largely based on the information investors received from the target firm. Thaler introduced the hedonic editing framework, in which suggests that integration/segregation of information influence individual's perceived value. Meanwhile, when evaluating the evidence and information in a sequence, order effect and biases have been found to have an impact in various areas. In this research, the influence of the Organization of Information (Integration vs. Segregation) and the Sequence of Information (Negative-Positive order vs. Positive-Negative order) on individual's investment decision-making both at the behavioral level (decision) and neurometrix level (measured by an individual's emotion and Approach Withdraw tendency) was assessed for the three groups of information: a piece of Big Positive Information and a piece of Small Negative Information, a piece of Big Negative Information and a piece of Small Positive Information, and a piece of Small Negative information. The behavioral results, which are an individual's final investment decision, were consistent for all three scenarios. In general, individuals will invest more/retire less when receiving two pieces of information in a Negative-Positive order. However, the neurometric results (Emotional Index, Approach Withdraw Index and results from LORETA) show differences among information groups. An effect of the Sequence of Information and the Organization of Information was found for the different scenarios. The results suggest that in the scenarios that involve large-scale information, the organization of information (Integration vs. Segregation) influences the emotion and Approach Withdraw tendency. The results of this investigation should provide insight for effective communication of information, especially when large-scale information is involved

Antismoking campaigns’ perception and gender differences: a comparison among EEG Indices

Human factors’ aim is to understand and evaluate the interactions between people and tasks, technologies, and environment. Among human factors, it is possible then to include the subjective reaction to external stimuli, due to individual’s characteristics and states of mind. These processes are also involved in the perception of antismoking public service announcements (PSAs), the main tool for governments to contrast the first cause of preventable deaths in the world: tobacco addiction. In the light of that, in the present article, it has been investigated through the comparison of different electroencephalographic (EEG) indices a typical item known to be able of influencing PSA perception, that is gender. In order to investigate the neurophysiological underpinnings of such different perception, we tested two PSAs: one with a female character and one with a male character. Furthermore, the experimental sample was divided into men and women, as well as smokers and nonsmokers. The employed EEG indices were the mental engagement (ME: the ratio between beta activity and the sum of alpha and theta activity); the approach/withdrawal (AW: the frontal alpha asymmetry in the alpha band); and the frontal theta activity and the spectral asymmetry index (SASI: the ratio between beta minus theta and beta plus theta). Results suggested that the ME and the AW presented an opposite trend, with smokers showing higher ME and lower AW than nonsmokers. The ME and the frontal theta also evidenced a statistically significant interaction between the kind of the PSA and the gender of the observers; specifically, women showed higher ME and frontal theta activity for the male character PSA. This study then supports the usefulness of the ME and frontal theta for purposes of PSAs targeting on the basis of gender issues and of the ME and the AW and for purposes of PSAs targeting on the basis of smoking habits

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

EEG activity as an objective measure of cognitive load during effortful listening: A study on pediatric subjects with bilateral, asymmetric sensorineural hearing loss

Objectives: Deaf subjects with hearing aids or cochlear implants generally find it challenging to understand speech in noisy environments where a great deal of listening effort and cognitive load are invested. In prelingually deaf children, such difficulties may have detrimental consequences on the learning process and, later in life, on academic performance. Despite the importance of such a topic, currently, there is no validated test for the assessment of cognitive load during audiological tasks. Recently, alpha and theta EEG rhythm variations in the parietal and frontal areas, respectively, have been used as indicators of cognitive load in adult subjects. The aim of the present study was to investigate, by means of EEG, the cognitive load of pediatric subjects affected by asymmetric sensorineural hearing loss as they were engaged in a speech-in-noise identifi- cation task. Methods: Seven children (4F and 3M, age range ¼ 8e16 years) affected by asymmetric sensorineural hearing loss (i.e. profound degree on one side, mild-to-severe degree on the other side) and using a hearing aid only in their better ear, were included in the study. All of them underwent EEG recording during a speech-in-noise identification task: the experimental conditions were quiet, binaural noise, noise to the better hearing ear and noise to the poorer hearing ear. The subjects' Speech Recognition Thresholds (SRT) were also measured in each test condition. The primary outcome measures were: frontal EEG Power Spectral Density (PSD) in the theta band and parietal EEG PSD in the alpha band, as assessed before stimulus (word) onset. Results: No statistically significant differences were noted among frontal theta power levels in the four test conditions. However, parietal alpha power levels were significantly higher in the “binaural noise” and in the “noise to worse hearing ear” conditions than in the “quiet” and “noise to better hearing ear” conditions (p &lt; 0.001). SRT scores were consistent with task difficulty, but did not correlate with alpha and theta power level variations. Conclusion: This is the first time that EEG has been applied to children with sensorineural hearing loss with the purpose of studying the cognitive load during effortful listening. Significantly higher parietal alpha power levels in two of three noisy conditions, compared to the quiet condition, are consistent with increased cognitive load. Specifically, considering the time window of the analysis (pre-stimulus), parietal alpha power levels may be a measure of cognitive functions such as sustained attention and selective inhibition. In this respect, the significantly lower parietal alpha power levels in the most challenging listening condition (i.e. noise to the better ear) may be attributed to loss of attention and to the subsequent fatigue and “withdrawal” from the task at hand

Poetry in Pandemic: A Multimodal Neuroaesthetic Study on the Emotional Reaction to the Divina Commedia Poem

Poetry elicits emotions, and emotion is a fundamental component of human ontogeny. Although neuroaesthetics is a rapidly developing field of research, few studies focus on poetry, and none address its different modalities of fruition (MOF) of universal cultural heritage works, such as the Divina Commedia (DC) poem. Moreover, alexithymia (AX) resulted in being a psychological risk factor during the Covid-19 pandemic. The present study aims to investigate the emotional response to poetry excerpts from different cantica (Inferno, Purgatorio, Paradiso) of DC with the dual objective of assessing the impact of both the structure of the poem and MOF and that of the characteristics of the acting voice in experts and non-experts, also considering AX. Online emotion facial coding biosignal (BS) techniques, self-reported and psychometric measures were applied to 131 literary (LS) and scientific (SS) university students. BS results show that LS globally manifest more JOY than SS in both reading and listening MOF and more FEAR towards Inferno. Furthermore, LS and SS present different results regarding NEUTRAL emotion about acting voice. AX influences listening in NEUTRAL and SURPRISE expressions. DC’s structure affects DISGUST and SADNESS during listening, regardless of participant characteristics. PLEASANTNESS varies according to DC’s structure and the acting voice, as well as AROUSAL, which is also correlated with AX. Results are discussed in light of recent findings in affective neuroscience and neuroaesthetics, suggesting the critical role of poetry and listening in supporting human emotional processing

Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research

Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to increase the effectiveness whilst having the possibility to verify the results by measuring the benefits in terms of calls from contributors. The purpose of this research is to empirically prove the impact in calls thanks to changes in the message framing strategy in non-profit advertising suggested and measured by neuromarketing techniques. Particularly we measured the cerebral activity through an electroencephalogram to obtain an Approach-Withdrawal Index (AW); the heart rate and galvanic skin response through different sensors in the palm of one hand, to obtain an Emotional Index (EI), and finally, eye fixations through an eye tracker device to obtain the visual attention on key visual areas of the ads. After these indicators' recordings on a sample of subjects, some suggestions to modify the advertising were made to create a more effective campaign. The results compared, those elicited by the first version of the spot (LVE) and those by the second version (HVE), confirmed that (1) the number of sellable and legacy calls increased with the message framing strategy modified in the second spot (HVE), (2) a lower cognitive and emotional reactions have been obtained in the final section of HVE, (3) the visual attention on the key information of the phone number to call, in the final call to action frames(CTA), was higher in HVE than in the first version of the spot (LVE), (4) the cognitive approach increased during the same CTA frames in HVE