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Basic capturing of emotion on user experience of web applications and browsing is important in many ways. Quite often, online user experience is studied via tangible measures such as task completion time, surveys and comprehensive tests from which data attributes are generated. Prediction of users’ emotion and behaviour in some of these cases depends mostly on task completion time and number of clicks per given time interval. However, such approaches are generally subjective and rely heavily on distributional assumptions making the results prone to recording errors. This paper aims to propose a novel method – a window dynamic control system – that addresses the foregoing issues.

Primary data were obtained from laboratory experiments during which 44 volunteers had their synchronized physiological readings – skin conductance response, skin temperature, eye movement behaviour and users activity attributes taken by biosensors. The window-based dynamic control system (PHYCOB I) is integrated to the biosensor which collects secondary data attributes from these synchronized physiological readings and uses them for two purposes: for detection of both optimal emotional responses and users’ stress levels. The method’s novelty derives from its ability to integrate physiological readings and eye movement records to identify hidden correlates on a webpage.

The results from the analyses show that the control system detects basic emotions and outperforms other conventional models in terms of both accuracy and reliability, when subjected to model comparison – that is, the average recoverable natural structures for the three models with respect to accuracy and reliability are more consistent within the window-based control system environment than with the conventional methods.

Graphical simulation and an example scenario are only provided for the control’s system design.

The novelty of the proposed model is its strained resistance to overfitting and its ability to automatically assess user emotion while dealing with specific web contents. The procedure can be used to predict which contents of webpages cause stress-induced emotions to users.

This study aims to illuminate the contribution of neurophysiological techniques in the field of marketing and consumer decision-making and to highlight avenues and research questions that marketing researchers can take advantage of from neuroscience and psychology to inform marketing phenomena.

The authors first reviewed the roots and definition of consumer neuroscience. Then, the authors outlined the main characteristics of the most commonly used neurophysiological tools (namely, skin conductance, facial electromyography, electrocardiogram, eye-tracking, electroencephalography, functional magnetic resonance imaging, functional near-infrared spectroscopy, magnetoencephalography and transcranial magnetic stimulation) with a special emphasis on their advantages and weaknesses. Finally, the authors propose the development of research lines that could be implemented by marketing researchers with an appropriate application and understanding of tools and theories of neuroscience and psychology.

The authors propose research questions to be addressed within four thematic areas: opportunities in product decisions (predicting product purchasing decisions, consumer responses to branding efforts and packaging), pricing, communication and retailing scenarios. The authors also incorporate insights into the complementarity of neurophysiological tools to traditional ones and situations in which these tools are useful for enhancing marketing theory. The authors finally shed light on the moral–ethical criticisms of this new branch of marketing.

To the best of the authors’ knowledge, this research constitutes the first study in identifying the research opportunities that marketing researchers could take advantage from neuroimaging and physiological tools to inform marketing theory and practice.

Esta investigación tiene como objetivo esclarecer la contribución de las técnicas neurofisiológicas en el campo del marketing y la toma de decisiones de los consumidores y destacar las vías y preguntas de investigación que los investigadores de marketing pueden aprovechar de la neurociencia y la psicología para informar sobre los fenómenos del marketing.

En primer lugar, revisamos el origen y la definición de la neurociencia del consumidor. A continuación, esbozamos las principales características de las herramientas neurofisiológicas más utilizadas (a saber, la conductancia, la electromiografía facial, el electrocardiograma, el seguimiento ocular, la electroencefalografía, la resonancia magnética funcional, la espectroscopia funcional en el infrarrojo cercano, la magnetoencefalografía y la estimulación magnética transcraneal), haciendo especial hincapié en sus ventajas y debilidades. Finalmente, se propone el desarrollo de líneas de investigación que podrían ser implementadas por los investigadores de marketing con una adecuada aplicación y comprensión de las herramientas y teorías de la neurociencia y la psicología.

Proponemos preguntas de investigación para ser abordadas dentro de cuatro áreas temáticas: oportunidades en las decisiones de producto (predicción de las decisiones de compra de productos, respuestas de los consumidores a los esfuerzos de marca y envasado), precios, comunicación y distribución. También incorporamos ideas sobre la complementariedad de las herramientas neurofisiológicas con las tradicionales y las situaciones en las que estas herramientas son útiles para mejorar la teoría del marketing. Por último, arrojamos luz sobre las críticas ético-morales a esta nueva rama del marketing.

本研究旨在阐明神经生理学技术在营销和消费者决策领域的贡献, 并强调营销研究人员可以从神经科学和心理学中利用的途径和研究问题, 以告知营销现象。

我们首先回顾了消费者神经科学的根基和定义。然后, 我们概述了最常用的神经生理学工具（即皮肤电导率、面部肌电图、心电图、眼球追踪、脑电图、功能性磁共振成像、功能性近红外光谱、脑磁图和经颅磁刺激）的主要特点, 特别强调了它们的优势和劣势。最后, 我们提出了研究路线的发展, 这些路线可以由营销研究人员通过适当的应用和理解神经科学和心理学的工具和理论来实施。

我们提出了四个主题领域的研究问题：产品决策中的机会（预测产品购买决策、消费者对品牌推广工作的反应和包装）、定价、沟通和零售场景。我们还纳入了对神经生理学工具与传统工具的互补性的见解, 以及这些工具对加强营销理论有用的情况。最后, 我们对这个新的营销分支的道德伦理批评进行了说明。

纸张类型 – 研究论文

Although first rank symptoms focus on positive symptoms of psychosis they are shared by a number of psychiatric conditions. The difficulty in differentiating bipolar disorder from schizophrenia with affective features has led to a third category of patients often loosely labeled as schizoaffective. Research in schizophrenia has attempted to render the presence or absence of negative symptoms and their relation to etiology and prognosis more explicit. A dichotomous population is a recurring theme in experimental paradigms. Thus, schizophrenia is defined as process or reactive, deficit or non-deficit and by the presence or absence of affective symptoms. Laboratory tests confirm the clinical impression showing conflicting responses to dexamethasone suppression and clearly defined differences in autonomic responsiveness, but their patho-physiological significance eludes mainstream theory. Added to this is the difficulty in agreeing to what exactly constitutes useful clinical features differentiating, for example, negative symptoms of a true deficit syndrome from features of depression. Two recent papers proposed that the general and specific cognitive features of schizophrenia and major depression result from a monoamine-cholinergic imbalance, the former due to a relative muscarinic receptor hypofunction and the latter, in contrast, to a muscarinic hypersensitivity exacerbated by monoamine depletion. Further development of these ideas will provide pharmacological principles for what is currently an incomplete and largely, descriptive nosology of psychosis. It will propose a dimensional view of affective and negative symptoms based on relative muscarinic integrity and is supported by several exciting intracellular signaling and gene expression studies. Bipolar disorder manifests both muscarinic and dopaminergic hypersensitivity. The greater the imbalance between these two receptor signaling systems, the more the clinical picture will resemble schizophrenia with bizarre, incongruent delusions and increasingly disorganized thought. The capacity for affective expression, by definition a non-deficit syndrome, will remain contingent on the degree of preservation of muscarinic signaling, which itself may be unstable and vary between trait and state examinations. At the extreme end of muscarinic impairment, a deficit schizophrenia subpopulation is proposed with a primary and fixed muscarinic receptor hypofunction.

The genomic profile of bipolar disorder and schizophrenia overlap and both have a common dopaminergic intracellular signaling which is hypersensitive to various stressors. It is proposed that the concomitant muscarinic receptor upregulation differentiates the syndromes, being marked in bipolar disorder and rather less so in schizophrenia. From a behavioral point of view non-deficit syndromes and bipolar disorder appear most proximate and could be reclassified as a spectrum of affective psychosis or schizoaffective disorders. Because of a profound malfunction of the muscarinic receptor, the deficit subgroup cannot express a comparable stress response. None -theless, a convergent principle of psychotic features across psychiatric disorders is a relative monoaminergic-muscarinic imbalance in signal transduction.

The purpose of this paper is to characterize distracted driving by quantifying the response time and response intensity to an emergency stop using the driver’s physiological states.

Field tests with 17 participants were conducted in the connected and automated vehicle test field. All participants were required to prioritize their primary driving tasks while a secondary nondriving task was asked to be executed. Demographic data, vehicle trajectory data and various physiological data were recorded through a biosignalsplux signal data acquisition toolkit, such as electrocardiograph for heart rate, electromyography for muscle strength, electrodermal activity for skin conductance and force-sensing resistor for braking pressure.

This study quantified the psychophysiological responses of the driver who returns to the primary driving task from the secondary nondriving task when an emergency occurs. The results provided a prototype analysis of the time required for making a decision in the context of advanced driver assistance systems or for rebuilding the situational awareness in future automated vehicles when a driver’s take-over maneuver is needed.

The hypothesis is that the secondary task will result in a higher mental workload and a prolonged reaction time. Therefore, the driver states in distracted driving are significantly different than in regular driving, the physiological signal improves measuring the brake response time and distraction levels and brake intensity can be expressed as functions of driver demographics. To the best of the authors’ knowledge, this is the first study using psychophysiological measures to quantify a driver’s response to an emergency stop during distracted driving.

Technical solutions can be important when key communicators take on the task of making sense of social media flows during crises. However, to provide situation awareness during high-stress assignments, usability problems must be identified and corrected. In usability studies, where researchers investigate the user-friendliness of a product, several types of data gathering methods can be combined. Methods may include subjective (surveys and observations) and psychophysiological (e.g. skin conductance and eye tracking) data collection. This chapter mainly focuses on how the latter type can provide detailed clues about user-friendliness. Results from two studies are summarised. The tool tested is intended to help communicators and journalists with monitoring and handling social media content during times of crises.

The purpose of this paper was to study responses to traditional food of a country, focusing on emotion-motivational responses by locals and foreigners.

Through an experimental design study, Portuguese and Foreign participants were exposed to both traditional and nontraditional food pictures of a country and asked to evaluate their emotional and motivational responses while physiological responses of electrodermal activity were being continuously recorded. Predisposition factors of body dissatisfaction, food neophobia and food involvement were also evaluated given their potential role in predicting the responses to the visualization of the food pictures.

This study found that local traditional food received a higher positive evaluation than nontraditional food with locals evaluating it even higher than foreigners. Higher feelings of arousal and desire as well as willingness to try in response to traditional food were also found as well as higher feelings of pleasure by locals. However, interestingly, and contrary to expectations derived from previous literature, emotion-motivational responses were not significantly different between locals and foreigners.

To the best of the authors’ knowledge, this research addressed an identified research gap in the literature, being the first one evaluating the autonomic responses of consumers to traditional food by exploring how local and foreign consumers respond to traditional food versus nontraditional food using psychophysiological measures of emotion.

El objetivo principal de esta investigación fue estudiar las respuestas a la comida tradicional de un país, centrándose en las respuestas emoción-motivación de los locales y los extranjeros.

A través de un estudio de diseño experimental, los participantes portugueses y extranjeros fueron expuestos a imágenes de comida tradicional y no tradicional de un país y se les pidió que evaluaran sus respuestas emocionales y motivacionales mientras se registraban continuamente las respuestas fisiológicas de la actividad electrodérmica. También se evaluaron los factores de predisposición de la insatisfacción corporal, la neofobia a la comida y la implicación en la comida, dado su papel potencial en la predicción de las respuestas a la visualización de las imágenes de comida.

Encontramos que la comida tradicional local recibió una evaluación positiva más alta que la comida no tradicional, con los locales evaluándola incluso más alto que los extranjeros. También se encontraron mayores sentimientos de excitación y deseo, así como la voluntad de probar en respuesta a la comida tradicional, así como mayores sentimientos de placer por parte de los locales. Sin embargo, curiosamente, y en contra de las expectativas derivadas de la literatura anterior, las respuestas emocionales-motivacionales no fueron significativamente diferentes entre los locales y los extranjeros.

Esta investigación abordó una brecha de investigación identificada en la literatura, siendo la primera que evalúa las respuestas autonómicas de los consumidores a la comida tradicional al explorar cómo los consumidores locales y extranjeros responden a la comida tradicional frente a la no tradicional utilizando medidas psicofisiológicas de emoción.

本研究的主要目的是研究本地人和外国人对一个国家的传统食物的情感动机反应。

通过实验设计研究, 葡萄牙人和外国参与者会看到一个国家的传统和非传统食物图片, 并被要求评估他们的情绪和动机反应, 同时连续记录皮肤电活动的生理反应。考虑到其他变量在预测对食物图片可视化的反应方面的潜在作用, 还评估了身体不满、食物恐惧症和食物参与的易感因素的影响。

研究结果发现, 当地的传统食物比非传统食物得到了更高的积极评价, 且当地人对它的评价甚至比外国人更高。当地人对传统食物的表现出更高的唤醒, 欲望和尝试意愿, 以及更高的愉悦感。然而, 有趣的是, 与以往文献的预期相反, 当地人和外国人之间的情绪动机反应并没有呈现出明显差异。

这项研究填补了现有文献中的研究空白, 它是第一个通过使用心理生理学的情绪测量方法来探索本地和外国消费者对传统食物与非传统食物的反应, 从而评估消费者对传统食物自主反应的研究。

The purpose of this study is to investigate how the emotion expressed by a fictitious proposer influences the responder’s decision to accept or reject a severely unfair deal, represented by the splitting of a predetermined sum of money between the two players during an ultimatum game (UG). Rejection leads both parts to dissipate that sum. Critically the authors consider the situation in which both players have the best alternative to negotiation agreement (BATNA), which simulates a backup plan to rely on in case of no agreement.

The participants played a UG and, to foster the ecological validity of the paradigm, the parts could both rely on a more or less generous BATNA. The critical manipulation was the emotion expressed by the proposer while their BATNA was either hidden (Exp. 1) or communicated (Exp. 2).

The proposer’s emotions influenced participants’ own emotions, affected their social evaluations about the proposer, the desire for future interactions with the proposer and were used to infer the proposer’s BATNA when it was unknown. In this latter case, proposers’ emotions and in particular his/her happiness, decreased dramatically the participants’ tendency to reject even severely unfair offers.

Past research on UG has been predominantly aimed to investigate the effect of responders’ emotions or the effects of responders’ emotions on the proposer, devoting little attention to how the critical responder’s acceptance/rejection decision might be affected by the proposer’s emotion. Especially in the ecological situation where the parts have a BATNA in case of non-agreement.