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This chapter documents initial results of using skin conductance measures to compare the relative effectiveness of three commercials for destinations and one beer advertisement. Data were collected from 12 respondents in a laboratory-based study. Analysis of skin conductance data showed that the beer commercial evoked a greater intensity of emotional response than the three tourism commercials. Moreover, the time trace of the tourism commercials indicated a downward trend, and this is interpreted as a lack of overall emotional arousal. The results suggest that skin conductance measures may be used for testing tourism advertising effectiveness and also a need for further research to examine the emotional content of tourism advertising.

The purpose of this paper is to investigate the face processing responses of children with autism spectrum disorder (ASD) using skin conductance response (SCR) patterns and to compare it with typically developed (TD) children.

Two experiments have been designed to analyze the effect of face processing. In the first experiment, learned non-face (objects) vs unknown face stimuli have been shown and in the second experiment, familiar vs unfamiliar face stimuli have been shown to ten ASD and ten TD children and SCR patterns have been recorded, analyzed and compared for both the groups.

It has been observed that children with ASD were able to differentiate faces out of learned non-face stimuli and their SCR patterns were similar as TD children in the first experiment. In the second experiment, children with ASD were unable to recognize familiar faces from unfamiliar faces but TD children could easily discriminate between familiar and unfamiliar faces as their SCR patterns were different from children with ASD.

The present study advocates that impairment in face identification exists in children with ASD. Hence, it can be concluded that in children with ASD face processing is present but they do not recognize familiar faces or it can be said that face familiarization effect is absent in children with ASD.

There are very few findings that used SCR signal as main analysis parameter for face processing in children with ASD, in most of the studies; Electroencephalography signal has been used as analysis parameter. Moreover, familiar and unfamiliar face processing with multiple stimuli used in present work adds novelty to the literature.

The Guilty Knowledge Test (GKT) is a psychophysiological questioning technique that can be used as part of a polygraph examination which purports to assess whether suspects conceal “guilty knowledge” by measuring their physiological responses while responding to a series of multiple choice questions. The present study sets out to consider a number of key issues in relation to the GKT paradigm. Specifically, the following questions were considered: Does response mode matter? Does motivation influence outcome? Are combined physiological measures better than single ones? Does gender have an effect on physiological responsivity during a polygraph examination? Results demonstrated real variations between the physiological measures used. Gender differences were also observed in polygraph response patterns. These findings are discussed in relation to the validity of the Guilty Knowledge Test.

The study aims to evaluate the effect of inducing emotions (neutral, joy and fear) on the level of visual attention in beer advertisements.

A between-subject experimental study with a multi-method design was carried out using three neuroscience equipment concomitantly. The electroencephalogram and the electrical conductance sensor on the skin were used to assess the emotions induced in the individuals, while eye-tracking was used to assess the visual attention to beer advertisements. Three independent groups were formed. Each group was induced to one emotion (neutral, joy or fear), and then the level of visual attention was observed in ten stimuli of beer advertisements.

The results revealed that the induction of joy increased the visual attention to the brand name, while the induction of fear increased the visual attention to both the brand name and product packaging but reduced the visual attention to human faces within the ads.

This paper extends the literature, and to the best of the authors’ knowledge, it is the first study to indicate that induced emotions before ad viewing influence potential consumers’ visual attention.

The findings can serve as a basis for developing advertising campaigns that use emotion induction before ad viewing to increase the visual attention of potential consumers.

To the best of the authors’ knowledge, this is the first study to investigate whether the emotion induction that happens before ad viewing can impact the level of visual attention to advertisements. The study also provides clear and comprehensible implications from marketing practices to improve visual attention to ads.

The purpose of this study is to explain how cognitive and emotional responses may influence decisions to purchase cause-related products.

An experimental design clarifies how autonomic reactions determine altruistic choices in a simulated shopping environment. Eye-tracking and electrodermal response measurements were set to predict choices of hedonic vs utilitarian cause-related vs unrelated products.

Emotional arousal, pleasure and attention to the cause-related bundle are associated with altruistic behaviour in hedonic choices. When facing utilitarian choices, customers focus on brand logo and donation amount while experiencing pleasure, but emotional arousal does not increase marketing effectiveness in this case.

The experiment may be replicated in the real-world shopping environment, but spurious influences will be difficult to control. Distracting cues such as background music and scents used to increase positive emotions may affect intensity of emotive and cognitive processes.

The results highlight the prominence of automatic reactions in customers’ choices. In the present instance, managers’ effort should be directed to the raising of altruistic visual cues of the donation-based promotion and positive emotional responses through guilt reducing effects.

The study pioneers the use of eye-tracking coupled with skin conductance measurement in experimental designs aimed at clarifying the role of autonomic reactions such as emotional arousal, pleasure and attention in the effectiveness of emotionally charged marketing campaigns.

Detecting emotion on user experience of web applications and browsing is important in many ways. Web designers and developers find such approach quite useful in enhancing navigational features of webpages, and biomedical personnel regularly use computer simulations to monitor and control the behaviour of patients. On the other hand, law enforcement agents rely on human physiological functions to determine the likelihood of falsehood in interrogations. 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.

The authors propose a novel method-a window dynamic control system that addresses the foregoing issues. Primary data were obtained from laboratory experiments during which forty-four volunteers had their synchronised physiological readings, skin conductance response (SCR), skin temperature (ST), eye movement behaviour and users’ activity attributes taken using biosensors. The window-based dynamic control system (PHYCOB I) is integrated to the biosensor which collects secondary data attributes from these synchronised physiological readings and uses them for two purposes. For both detection of 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.

Results 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.

The paper is limited to using a window control system to detect emotions on webpages, while integrated to biosensors and eye-tracker.

The originality of the proposed model is its resistance to overfitting and its ability to automatically assess human emotion (stress levels) while dealing with specific web contents. The latter is particularly important in that it can be used to predict which contents of webpages cause stress-induced emotions to users when involved in online activities.

In light of the growing interest in neuroscience within the managerial and organizational cognition (MOC) scholarly domain at large, this chapter advances current knowledge on core neuroscience methods. It does so by building on the theoretical analysis put forward by Healey and Hodgkinson (2014, 2015), and by offering a thorough – yet accessible – methodological framework for a better understanding of key cognitive and social neuroscience methods. Classifying neuroscience methods based on their degree of resolution, functionality, and anatomical focus, the chapter outlines their features, practicalities, advantages and disadvantages. Specifically, it focuses on functional magnetic resonance imaging, electroencephalography, magnetoencephalography, heart rate variability, and skin conductance response. Equipped with knowledge of these methods, researchers will be able to further their understanding of the potential synergies between management and neuroscience, to better appreciate and evaluate the value of neuroscience methods, and to look at new ways to frame old and new research questions in MOC. The chapter also builds bridges between researchers and practitioners by rebalancing the hype and hopes surrounding the use of neuroscience in management theory and practice.

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.

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.