1,721,530 research outputs found
Workshop of the Neuromath COST Action: Advanced Methods For The Estimation of Human Brain Activity And Connectivity
No full textFinal Workshop of the Neuromath COST Action: Advanced Methods For The Estimation of Human Brain Activity And Connectivity
No full textConsumer nueroscience: A new area of study for biomedical engineers
No full textIn scientific literature, the most accepted definition of consumer neuroscience or neuromarketing is that it is a field of study concerning the application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchanges [1]. First, it might seem strange that marketers would be interested in using neuroscience to understand consumer's preferences. Yet in practice, the basic goal of marketers is to guide the design and presentation of products in such a way that they are highly compatible with consumer preferences. To understand consumers preferences, several standard research tools are commonly used by marketers, such as personal interviews with the consumers, scoring questionnaries gathered from consumers, and focus groups. The reason marketing researchers are interested in using brain imaging tools instead of simply asking people for their preferences in front of marketing stimuli, arises from the assumption that people cannot (or do not want to) fully explain their preference when explicitly asked. Researchers in the field hypothesize that neuroimaging tools can access information within the consumer's brain during the generation of a preference or the observation of a commercial advertisement. The question of will this information be useful in further promoting the product is still up for debate in marketing literature. From the marketing researchers point of view, there is a hope that this body of brain imaging techniques will provide an efficient tradeoff between costs and benefits of the research. © 2012 IEEE
Ottenere le risposte senza fare le domande: il neuromarketing funziona?
No full text• Comunicare oggi è profondamente diverso da ieri: e domani quale scenario si apre agli advertiser?
• In che modo la rivoluzione televisiva cambia le condotte degli investitori pubblicitari?
• Gli editori dovranno trasformarsi in total media provider?
• Si profila davvero la digital revolution? Quali sfide apre per i professionisti della comunicazione?
• Il media planning nell’iperconnessione: un nuovo mestiere?
• Quali problematiche per la reputazione online?
• Ottenere le risposte senza fare le domande: il neuromarketing funziona?
Touch point è il paradigma emergente nel secolo dell’interconnessione.
I protagonisti di questo volume, nato dai Marketing Talk Show della LBS, si interrogano sul grande cambiamento in atto per raccontare il futuro prossimo della comunicazione di marketing e per aiutare i manager di oggi e quelli di domani a immaginare nuove strategie di comunicazione in uno scenario sempre più liquido.
Sono qui raccolte, in forma organizzata, una serie d’idee, opinioni ed esperienze che hanno popolato gli incontri di cultura economico-manageriale dell’Area Marketing Luiss Business School.
I Marketing Talk Show, questo il loro “brand name”, hanno lo scopo di far incontrare dei testimonial qualificati con gli allievi della Scuola, junior ed executive, in un contesto informale e aperto.
In questo “primo round” dei Talk Show – durato un anno e mezzo circa – imprenditori, manager, professionisti e ricercatori universitari si sono incontrati per dibattere intorno al tema del cambiamento di condotta delle imprese, indotto da due fenomeni paralleli: la media revolution - che sta modificando le abitudini di consumo mediatico delle persone “spalmando” le audience tradizionali nello spazio e nel tempo – e il cambio di paradigma del marketing - che sempre più intensamente imposta gli scambi di mercato su formule relazionali, bidirezionali e a elevata intensità fiduciaria.
I Talk Show che abbiamo animato per indagare questo importante fenomeno e delinearne i tratti essenziali - senza pretendere di fissarne i lineamenti in modo rigido, dato che il fenomeno è ancora in essere - sono stati quattro:
• Nuove televisioni per nuovi advertiser
• Verso il Total Media Provider?
• Digital Revolution?
• Neuromarketing: chi è costui
From the analysis of the brain images to the study of brain networks using functional connectivity and multimodal brain signals.
Full text link23(2):115-
Solving the Puzzle of Neuro-imaging: From High Resolution EEG to Multimodal Integration with MEG and FMR[I] Techniques
No full textEstimation of Cortical Connectivity in Humans: Advanced Signal Processing Techniques
No full textIn the last ten years many different brain imaging devices have conveyed a lot of information about the brain functioning in different experimental conditions. In every case, the biomedical engineers, together with mathematicians, physicists and physicians are called to elaborate the signals related to the brain activity in order to extract meaningful and robust information to correlate with the external behavior of the subjects. In such attempt, different signal processing tools used in telecommunications and other field of engineering or even social sciences have been adapted and re-used in the neuroscience field. The present book would like to offer a short presentation of several methods for the estimation of the cortical connectivity of the human brain. The methods here presented are relatively simply to implement, robust and can return valuable information about the causality of the activation of the different cortical areas in humans using non invasive electroencephalographic recordings. The knowledge of such signal processing tools will enrich the arsenal of the computational methods that a engineer or a mathematician could apply in the processing of brain signals
Social neuroscience and hyperscanning techniques: Past, present and future
No full textThis paper reviews the published literature on the hyperscanning methodologies using hemodynamic or neuro-electric modalities. In particular, we describe how different brain recording devices have been employed in different experimental paradigms to gain information about the subtle nature of human interactions. This review also included papers based on single-subject recordings in which a correlation was found between the activities of different (non-simultaneously recorded) participants in the experiment. The descriptions begin with the methodological issues related to the simultaneous measurements and the descriptions of the results generated by such approaches will follow. Finally, a discussion of the possible future uses of such new approaches to explore human social interactions will be presented. © 2012 Elsevier Ltd. All rights reserved
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