From General to Specific
| Autor: | Adriane B. Randolph, Janée N. Burkhalter |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Information Systems and Management
medicine.diagnostic_test business.industry media_common.quotation_subject 05 social sciences Neuromarketing Electroencephalography Neurophysiology Literacy Management Information Systems Media consumption Arousal 03 medical and health sciences 0302 clinical medicine 0502 economics and business Business intelligence medicine 050211 marketing Statistics Probability and Uncertainty Neuroeconomics business Psychology 030217 neurology & neurosurgery Cognitive psychology media_common |
| Zdroj: | International Journal of Business Intelligence Research. 7:32-49 |
| ISSN: | 1947-3605 1947-3591 |
| DOI: | 10.4018/ijbir.2016070103 |
| Popis: | Neurophysiological methods and recording techniques are increasingly being embraced to enhance business intelligence about consumers' behavior. Researchers have found evidence linking individual characteristics with variations in mental processing and user literacy for neurally-controlling computer interfaces. The work presented here seeks to better understand the relationship between individual characteristics and neural activations as recorded by electroencephalography (EEG) while participants viewed certain types of media online. A study conducted with 21 right-handed individuals demonstrates that the individual characteristics of smoking, hand dexterity, and experience playing certain types of video games correlate with neural activations in the frontal lobe, reflecting arousal and engagement. These correlations indicate the need to control for particular participant characteristics when conducting studies using neurophysiological recording techniques and expand considerations for incorporating such novel, yet insightful tools into the business intelligence practice. |
| Databáze: | OpenAIRE |
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