Effect of brightness of visual stimuli on EEG signals

A review on the use of eeg for the investigation of the factors that affect Consumer's behavior

This literature review surveys research papers that focused on the use of Electroencephalography (EEG) to study the impact of different factors in consumer behavior. The primary aim of this review is to determine which factors that affect consumer's behavior have already been evaluated in the existing literature and which remain unexplored. 118 papers are included in this survey. In order that the papers were analyzed in this review, a well-established neuromarketing experiment should have been performed indicating the methods of signals' acquisition, processing and analysis. The novelty of this work is that it considers and classifies not only research articles that studied a factor that influences consumers' choices, but also those that studied consumers' decisions as a result of the interactions that take place among the received marketing messages and the individual's internal or external environment. Findings indicated that the current approaches have mostly evaluated the effects of the promotional campaigns and product features to consumer's behavior. Also, it was shown that the effect of the interactions among different aspects that influence consumer behavior has not yet adequately been studied.

Orientation and contrast deviance examined: Contrast effects mimic deviant-related negativity yet neither produce the canonical neural correlate of prediction error

The visual mismatch negativity (vMMN) is a negative-going event-related potential (ERP) component that is largest somewhere between 100 and 300 ms after the onset of an unpredictable visual event (i.e., a deviant) in an otherwise predictable sequence of visual events (i.e., standards). Many have argued that the vMMN allows us to monitor our ever-changing visual environment for deviants critical to our survival. Recently, however, it has become unclear whether unpredicted changes in low-level features of visual input, like orientation, can evoke the vMMN. I address this by testing isolated orientation changes, to confirm recent findings, and isolated contrast changes, to determine whether other low-level features of visual input do not evoke the vMMN in a traditional oddball paradigm. Eighteen participants saw sequences of rare, unanticipated, and different deviant stimuli, interspersed among frequent, anticipated, and identical standard stimuli. Stimuli were Gabor patches. Neither deviant produced a vMMN. Therefore, changes in low-level visual properties of well-controlled stimuli-a stimulus in which one property can be manipulated while all others remain unaffected-like Gabor patches do not yield a vMMN.

Ecological decoding of visual aesthetic preference with oscillatory electroencephalogram features-A mini-review

In today's digital information age, human exposure to visual artifacts has reached an unprecedented quasi-omnipresence. Some of these cultural artifacts are elevated to the status of artworks which indicates a special appreciation of these objects. For many persons, the perception of such artworks coincides with aesthetic experiences (AE) that can positively affect health and wellbeing. AEs are composed of complex cognitive and affective mental and physiological states. More profound scientific understanding of the neural dynamics behind AEs would allow the development of passive Brain-Computer-Interfaces (BCI) that offer personalized art presentation to improve AE without the necessity of explicit user feedback. However, previous empirical research in visual neuroaesthetics predominantly investigated functional Magnetic Resonance Imaging and Event-Related-Potentials correlates of AE in unnaturalistic laboratory conditions which might not be the best features for practical neuroaesthetic BCIs. Furthermore, AE has, until recently, largely been framed as the experience of beauty or pleasantness. Yet, these concepts do not encompass all types of AE. Thus, the scope of these concepts is too narrow to allow personalized and optimal art experience across individuals and cultures. This narrative mini-review summarizes the state-of-the-art in oscillatory Electroencephalography (EEG) based visual neuroaesthetics and paints a road map toward the development of ecologically valid neuroaesthetic passive BCI systems that could optimize AEs, as well as their beneficial consequences. We detail reported oscillatory EEG correlates of AEs, as well as machine learning approaches to classify AE. We also highlight current limitations in neuroaesthetics and suggest future directions to improve EEG decoding of AE.

Machine learning and EEG can classify passive viewing of discrete categories of visual stimuli but not the observation of pain

Previous studies have demonstrated the potential of machine learning (ML) in classifying physical pain from non-pain states using electroencephalographic (EEG) data. However, the application of ML to EEG data to categorise the observation of pain versus non-pain images of human facial expressions or scenes depicting pain being inflicted has not been explored. The present study aimed to address this by training Random Forest (RF) models on cortical event-related potentials (ERPs) recorded while participants passively viewed faces displaying either pain or neutral expressions, as well as action scenes depicting pain or matched non-pain (neutral) scenarios. Ninety-one participants were recruited across three samples, which included a model development group (n = 40) and a cross-subject validation group (n = 51). Additionally, 25 participants from the model development group completed a second experimental session, providing a within-subject temporal validation sample. The analysis of ERPs revealed an enhanced N170 component in response to faces compared to action scenes. Moreover, an increased late positive potential (LPP) was observed during the viewing of pain scenes compared to neutral scenes. Additionally, an enhanced P3 response was found when participants viewed faces displaying pain expressions compared to neutral expressions. Subsequently, three RF models were developed to classify images into faces and scenes, neutral and pain scenes, and neutral and pain expressions. The RF model achieved classification accuracies of 75%, 64%, and 69% for cross-validation, cross-subject, and within-subject classifications, respectively, along with reasonably calibrated predictions for the classification of face versus scene images. However, the RF model was unable to classify pain versus neutral stimuli above chance levels when presented with subsequent tasks involving images from either category. These results expand upon previous findings by externally validating the use of ML in classifying ERPs related to different categories of visual images, namely faces and scenes. The results also indicate the limitations of ML in distinguishing pain and non-pain connotations using ERP responses to the passive viewing of visually similar images.

Effect of Color Temperature and Illuminance on Psychology, Physiology, and Productivity: An Experimental Study

In this study, we investigated the impact of the lighting environment on psychological perception, physiology, and productivity and then designed lighting control strategies based on the experimental results. The research was conducted in a smart lighting laboratory, and 67 subjects were tested in different illuminances and correlated color temperatures (CCTs). During the experiment, the physiological data of subjects were continuously recorded, while the psychology and productivity results were evaluated by questionnaires and working tests, respectively. The experimental results found that both illuminance and CCT could significantly influence the feeling of comfort and relaxation of the subjects. Warm CCT and higher illuminance (3000 K–590 lux) made subjects feel more comfortable. Productivity reached its maximum value with illuminance above 500 lux and equivalent melanopic lux (EML) higher than 150. The brain-wave and heart-rate changes did not have a close relationship with either illuminance or CCT, but the heart rate slightly increased in the adjustable lighting mode. Regardless of the initial value setting, the subjects preferred intermediate CCT (4200 K) and bright illumination (500 lux) after self-adjustment. Finally, we proposed three comprehensive lighting control strategies based on psychology, productivity, circadian rhythm, and energy-saving.

Differential beta desynchronisation responses to dynamic emotional facial expressions are attenuated in higher trait anxiety and autism

Daily life demands that we differentiate between a multitude of emotional facial expressions (EFEs). The mirror neuron system (MNS) is becoming increasingly implicated as a neural network involved with understanding emotional body expressions. However, the specificity of the MNS's involvement in emotion recognition has remained largely unexplored. This study investigated whether six basic dynamic EFEs (anger, disgust, fear, happiness, sadness, and surprise) would be differentiated through event-related desynchronisation (ERD) of sensorimotor alpha and beta oscillatory activity, which indexes sensorimotor MNS activity. We found that beta ERD differentiated happy, fearful, and sad dynamic EFEs at the central region of interest, but not at occipital regions. Happy EFEs elicited significantly greater central beta ERD relative to fearful and sad EFEs within 800 - 2,000 ms after EFE onset. These differences were source-localised to the primary somatosensory cortex, which suggests they are likely to reflect differential sensorimotor simulation rather than differential attentional engagement. Furthermore, individuals with higher trait anxiety showed less beta ERD differentiation between happy and sad faces. Similarly, individuals with higher trait autism showed less beta ERD differentiation between happy and fearful faces. These findings suggest that the differential simulation of specific affective states is attenuated in individuals with higher trait anxiety and autism. In summary, the MNS appears to support the skills needed for emotion processing in daily life, which may be influenced by certain individual differences. This provides novel evidence for the notion that simulation-based emotional skills may underlie the emotional difficulties that accompany affective disorders, such as anxiety.

Parametric Cortical Representations of Complexity and Preference for Artistic and Computer-Generated Fractal Patterns Revealed by Single-Trial EEG Power Spectral Analysis

Fractals are self-similar patterns that repeat at different scales, the complexity of which are expressed as a fractional Euclidean dimension D between 0 (a point) and 2 (a filled plane). The drip paintings of American painter Jackson Pollock (JP) are fractal in nature, and Pollock's most illustrious works are of the high-D (~1.7) category. This would imply that people prefer more complex fractal patterns, but some research has instead suggested people prefer lower-D fractals. Furthermore, research has suggested that parietal and frontal brain activity tracks the complexity of fractal patterns, but previous research has artificially binned fractals depending on fractal dimension, rather than treating fractal dimension as a parametrically varying value. We used white layers extracted from JP artwork as stimuli, and constructed statistically matched 2-dimensional random Cantor sets as control stimuli. We recorded the electroencephalogram (EEG) while participants viewed the JP and matched random Cantor fractal patterns. Participants then rated their subjective preference for each pattern. We used a single-trial analysis to construct within-subject models relating subjective preference to fractal dimension D, as well as relating D and subjective preference to single-trial EEG power spectra. Results indicated that participants preferred higher-D images for both JP and Cantor stimuli. Power spectral analysis showed that, for artistic fractal images, parietal alpha and beta power parametrically tracked complexity of fractal patterns, while for matched mathematical fractals, parietal power tracked complexity of patterns over a range of frequencies, but most prominently in alpha band. Furthermore, parietal alpha power parametrically tracked aesthetic preference for both artistic and matched Cantor patterns. Overall, our results suggest that perception of complexity for artistic and computer-generated fractal images is reflected in parietal-occipital alpha and beta activity, and neural substrates of preference for complex stimuli are reflected in parietal alpha band activity.

Impact of Visual Design Elements and Principles in Human Electroencephalogram Brain Activity Assessed with Spectral Methods and Convolutional Neural Networks

The visual design elements and principles (VDEPs) can trigger behavioural changes and emotions in the viewer, but their effects on brain activity are not clearly understood. In this paper, we explore the relationships between brain activity and colour (cold/warm), light (dark/bright), movement (fast/slow), and balance (symmetrical/asymmetrical) VDEPs. We used the public DEAP dataset with the electroencephalogram signals of 32 participants recorded while watching music videos. The characteristic VDEPs for each second of the videos were manually tagged for by a team of two visual communication experts. Results show that variations in the light/value, rhythm/movement, and balance in the music video sequences produce a statistically significant effect over the mean absolute power of the Delta, Theta, Alpha, Beta, and Gamma EEG bands (p < 0.05). Furthermore, we trained a Convolutional Neural Network that successfully predicts the VDEP of a video fragment solely by the EEG signal of the viewer with an accuracy ranging from 0.7447 for Colour VDEP to 0.9685 for Movement VDEP. Our work shows evidence that VDEPs affect brain activity in a variety of distinguishable ways and that a deep learning classifier can infer visual VDEP properties of the videos from EEG activity.

Mathematical Modeling of Brain Activity under Specific Auditory Stimulation

Understanding the connection between different stimuli and the brain response represents a complex research area. However, the use of mathematical models for this purpose is relatively unexplored. The present study investigates the effects of three different auditory stimuli on cerebral biopotentials by means of mathematical functions. The effects of acoustic stimuli (S1, S2, and S3) on cerebral activity were evaluated by electroencephalographic (EEG) recording on 21 subjects for 20 minutes of stimulation, with a 5-minute period of silence before and after stimulation. For the construction of the mathematical models used for the study of the EEG rhythms, we used the Box-Jenkins methodology. Characteristic mathematical models were obtained for the main frequency bands and were expressed by 2 constant functions, 8 first-degree functions, a second-degree function, a fourth-degree function, 6 recursive functions, and 4 periodic functions. The values obtained for the variance estimator are low, demonstrating that the obtained models are correct. The resulting mathematical models allow us to objectively compare the EEG response to the three stimuli, both between the stimuli itself and between each stimulus and the period before stimulation.