Attention to television: intrastimulus effects of movement and scene changes on alpha variation over time

How to inform college students about meningitis B vaccine? Comparative effectiveness of an online theory-based text and video intervention

Objective The purpose of this study was to compare the effect of text and video formats of an online theory-based Meningitis B (MenB) health message intervention on college students. Participants: College freshmen and transfer students admitted at a Southern U.S. University. Methods: In a 2-arm randomized study, knowledge, perceptions, and intention to receive the vaccine were compared pre- and post-intervention. Results: Post intervention, participants in both the written and video interventions had significantly higher scores of knowledge, perceptions, and intentions. Upon comparing the change in scores pre- to post-intervention between both text and video groups, no significant differences were found between both groups. Conclusions: This study, a first in using a theory-based MenB online education intervention and questionnaire to compare text and video formats, suggests that both text and video formats are equally effective in raising young adults' awareness about the MenB vaccine.

Frontal EEG response to alcohol craving elicited by individually tailored video cues

BACKGROUND

Most findings on the pathophysiology of alcoholism are based on studies using resting-state electroencephalography (EEG). There are few studies on cue-induced craving and on its utility as an electrophysiological index. We examined quantitative EEG (qEEG) activities in alcoholics and social drinkers exposed to video cues and compared their association with subjective alcohol craving and other related psychiatric symptoms, including anxiety and depression.

METHODS

This is a between-subjects design. Adult male alcoholics (n = 34) and healthy social drinkers (n = 33) participated. In a laboratory, EEGs were recorded while the participants were presented with craving-inducing video stimuli. Measures used were the Visual Analog Scale (VAS) for subjective alcohol craving, Alcohol Urge Questionnaire (AUQ), Michigan Alcoholism Screening Test (MAST), Beck Anxiety Inventory (BAI), and Beck Depression Inventory (BDI) scores.

RESULTS

One-way analysis of covariance with age showed that alcoholics had significantly increased beta activity in the right DLPFC region (F4) (F = 4.029, p = 0.049), compared to social drinkers when craving-inducing stimuli were presented. Beta activity at the F4 electrode was positively correlated with AUQ (r = .284, p = 0.021), BAI (r = .398, p = 0.001), BDI (r = .291, p = 0.018), and changes in VAS (r = .292, p = 0.017) scores in both alcoholics and social drinkers. In alcoholics, beta activity was significantly correlated with BAI (r = .392, p = 0.024).

CONCLUSIONS

These findings imply functional importance of hyperarousal and negative emotions upon exposure to craving-inducing cues. Frontal EEG indices with beta power could serve as an objective electrophysiological index of craving induced by individually tailored video cues in alcohol consumption behavior.

The Effect of Media Professionalization on Cognitive Neurodynamics During Audiovisual Cuts

Experts apply their experience to the proper development of their routine activities. Their acquired expertise or professionalization is expected to help in the development of those recurring tasks. Media professionals spend their daily work watching narrative contents on screens, so learning how they manage visual perception of those contents could be of interest in an increasingly audiovisual society. Media works require not only the understanding of the storytelling, but also the decoding of the formal rules and presentations. We recorded electroencephalographic (EEG) signals from 36 participants (18 media professionals and 18 non-media professionals) while they were watching audiovisual contents, and compared their eyeblink rate and their brain activity and connectivity. We found that media professionals decreased their blink rate after the cuts, suggesting that they can better manage the loss of visual information that blinks entail by sparing them when new visual information is being presented. Cuts triggered similar activation of basic brain processing in the visual cortex of the two groups, but different processing in medial and frontal cortical areas, where media professionals showed a lower activity. Effective brain connectivity occurred in a more organized way in media professionals–possibly due to a better communication between cortical areas that are coordinated for decoding new visual content after cuts.

Hyperconnectivity during screen-based stories listening is associated with lower narrative comprehension in preschool children exposed to screens vs dialogic reading: An EEG study

OBJECTIVES

Dialogic reading (DR) is a shared storybook reading intervention previously shown to have a positive effect on both literacy and general language skills. The aim of this study was to examine the effect of DR compared to screen-based intervention on electrophysiological markers supporting narrative comprehension using EEG.

METHODS

Thirty-two typically developing preschoolers, ages 4 to 6 years, were assigned to one of two intervention groups: Dialogic Reading Group (DRG, n = 16) or Screen Story Group (SSG, n = 16). We examined the effect of intervention type using behavioral assessment and a narrative comprehension task with EEG.

RESULTS

The DRG showed improved vocabulary and decreased functional connectivity during the stories-listening task, whereas the SSG group showed no changes in vocabulary or connectivity. Significantly decreased network strength and transitivity and increased network efficiency were observed in the DRG following intervention. Greater network strength and transitivity at follow-up were correlated with increased vocabulary.

CONCLUSIONS

The results suggest the beneficial effect of DR in preschool-age children on vocabulary and EEG-bands related to attention in the ventral stream during narrative comprehension. Decreased functional connectivity may serve as a marker for language gains following reading intervention.

SIGNIFICANCE

DR intervention for preschool-age children may reduce interfering connections related to attention, which is related to better narrative comprehension.

Comparison between Daytime and Nighttime Scenery Focusing on Restorative and Recovery Effect

The overall purpose of this study was to investigate psycho-physiological variations in human bodies by observing visual images of daytime and nighttime scenery to focus on restorative and recovery effects. Unlike previous studies that have focused on the natural versus built environments, this study aims to compare restorative and recovery potentials between daytime and nighttime. The experiment was conducted by showing a total of 12 images to 60 participants in order to measure the brain response with an electroencephalogram (EEG). As measures of the psychological impact of the images, perceived restorative and recovery scales were used. The self-reported data indicates that daytime sceneries are rated more positively than nighttime sceneries in terms of restorative and recovery effects. According to the EEG results, restorative and recovery feelings have negative relationships with the relative theta band, while positive relationships are shown with the relative alpha band. The correlation analysis between EEG bands and brain regions showed a significant correlation (p < 0.05) with 46 pairs for the daytime scenery stimuli and 52 pairs for the nighttime scenery stimuli. Through the results of the study, we conclude that daytime and nighttime scenery affect restorative feelings and the human brain response through both verbal and non-verbal methods.

Individual EEG measures of attention, memory, and motivation predict population level TV viewership and Twitter engagement

Television (TV) programming attracts ever-growing audiences and dominates the cultural zeitgeist. Viewership and social media engagement have become standard indices of programming success. However, accurately predicting individual episode success or future show performance using traditional metrics remains a challenge. Here we examine whether TV viewership and Twitter activity can be predicted using electroencephalography (EEG) measures, which are less affected by reporting biases and which are commonly associated with different cognitive processes. 331 participants watched an hour-long episode from one of nine prime-time shows (~36 participants per episode). Three frequency-based measures were extracted: fronto-central alpha/beta asymmetry (indexing approach motivation), fronto-central alpha/theta power (indexing attention), and fronto-central theta/gamma power (indexing memory processing). All three EEG measures and the composite EEG score significantly correlated across episode segments with the two behavioral measures of TV viewership and Twitter volume. EEG measures explained more variance than either of the behavioral metrics and mediated the relationship between the two. Attentional focus was integral for both audience retention and Twitter activity, while emotional motivation was specifically linked with social engagement and program segments with high TV viewership. These findings highlight the viability of using EEG measures to predict success of TV programming and identify cognitive processes that contribute to audience engagement with television shows.

A gateway to consumers' minds: Achievements, caveats, and prospects of electroencephalography-based prediction in neuromarketing

In the last decade, the field of consumer neuroscience, or neuromarketing, has been flourishing, with numerous publications, academic programs, initiatives, and companies. The demand for objective neural measures to quantify consumers' preferences and predict responses to marketing campaigns is ever on the rise, particularly due to the limitations of traditional marketing techniques, such as questionnaires, focus groups, and interviews. However, research has yet to converge on a unified methodology or conclusive results that can be applied in the industry. In this review, we present the potential of electroencephalography (EEG)-based preference prediction. We summarize previous EEG research and propose features which have shown promise in capturing the consumers' evaluation process, including components acquired from an event-related potential design, inter-subject correlations, hemispheric asymmetry, and various spectral band powers. Next, we review the latest findings on attempts to predict preferences based on various features of the EEG signal. Finally, we conclude with several recommended guidelines for prediction. Chiefly, we stress the need to demonstrate that neural measures contribute to preference prediction beyond what traditional measures already provide. Second, prediction studies in neuromarketing should adopt the standard practices and methodology used in data science and prediction modeling that is common in other fields such as computer science and engineering. This article is categorized under: Economics > Interactive Decision-Making Economics > Individual Decision-Making Psychology > Prediction Neuroscience > Cognition.

Chaotic and Fast Audiovisuals Increase Attentional Scope but Decrease Conscious Processing

Audiovisual cuts involve spatial, temporal, and action narrative leaps. They can even change the meaning of the narrative through film editing. Many cuts are not consciously perceived, others are, just as we perceive or not the changes in real events. In this paper, we analyze the effects of cuts and different editing styles on 36 subjects, using electroencephalographic (EEG) techniques and the projection of stimuli with different audiovisual style of edition but the same narrative. Eyeblinks, event-related potentials (ERPs), EEG spectral power and disturbances, and the functional and effective connectivity before and after the cuts were analyzed. Cuts decreased blink frequency in the first second following them. Cuts also caused an increase of the alpha rhythm, with a cortical evolution from visual toward rostral areas. There were marked differences between a video-clip editing style, with greater activities evoked in visual areas, and the classic continuous style of editing, which presented greater activities in the frontal zones. This was reflected by differences in the theta rhythm between 200 and 400 ms, in visual and frontal zones, and can be connected to the different demands that each style of edition makes on working memory and conscious processing after cutting. Also, at the time of cuts, the causality between visual, somatosensory, and frontal networks is altered in any editing style. Our findings suggest that cuts affect media perception and chaotic and fast audiovisuals increase attentional scope but decrease conscious processing.

Temporal and spectral EEG dynamics can be indicators of stealth placement

Stealth placement marketing, where consumers are unaware that they are being marketed to, attempts to reduce the audiences' resistance to traditional persuasive advertising. It is a form of advertising that involves targeted exposure of brands or products incorporated in other works, usually with or without explicit reference to the brands or products. Brand placement can be presented in different visual and auditory forms in video programs. The present study proposed that different 'representations' (i.e., representable or non-representable) and 'sounds' (i.e., speech or musical sound) of brand placement can affect the viewers' perception of the brand. Event-related potential results indicated significant differences in P1, N1, P2, N270, and P3. Further, event-related spectral perturbation results indicated significant differences in theta, alpha, beta, and gamma (30-100 Hz), in the right parietal, right occipital area, and limbic lobe. 'Non-representable' or 'speech sound' brand placement induced significant temporal and spectral EEG dynamics in viewers.

"Cuts in Action": A High-Density EEG Study Investigating the Neural Correlates of Different Editing Techniques in Film

In spite of their striking differences with real-life perception, films are perceived and understood without effort. Cognitive film theory attributes this to the system of continuity editing, a system of editing guidelines outlining the effect of different cuts and edits on spectators. A major principle in this framework is the 180° rule, a rule recommendation that, to avoid spectators' attention to the editing, two edited shots of the same event or action should not be filmed from angles differing in a way that expectations of spatial continuity are strongly violated. In the present study, we used high-density EEG to explore the neural underpinnings of this rule. In particular, our analysis shows that cuts and edits in general elicit early ERP component indicating the registration of syntactic violations as known from language, music, and action processing. However, continuity edits and cuts-across the line differ from each other regarding later components likely to be indicating the differences in spatial remapping as well as in the degree of conscious awareness of one's own perception. Interestingly, a time-frequency analysis of the occipital alpha rhythm did not support the hypothesis that such differences in processing routes are mainly linked to visual attention. On the contrary, our study found specific modulations of the central mu rhythm ERD as an indicator of sensorimotor activity, suggesting that sensorimotor networks might play an important role. We think that these findings shed new light on current discussions about the role of attention and embodied perception in film perception and should be considered when explaining spectators' different experience of different kinds of cuts.

Attention Strongly Modulates Reliability of Neural Responses to Naturalistic Narrative Stimuli

Attentional engagement is a major determinant of how effectively we gather information through our senses. Alongside the sheer growth in the amount and variety of information content that we are presented with through modern media, there is increased variability in the degree to which we "absorb" that information. Traditional research on attention has illuminated the basic principles of sensory selection to isolated features or locations, but it provides little insight into the neural underpinnings of our attentional engagement with modern naturalistic content. Here, we show in human subjects that the reliability of an individual's neural responses with respect to a larger group provides a highly robust index of the level of attentional engagement with a naturalistic narrative stimulus. Specifically, fast electroencephalographic evoked responses were more strongly correlated across subjects when naturally attending to auditory or audiovisual narratives than when attention was directed inward to a mental arithmetic task during stimulus presentation. This effect was strongest for audiovisual stimuli with a cohesive narrative and greatly reduced for speech stimuli lacking meaning. For compelling audiovisual narratives, the effect is remarkably strong, allowing perfect discrimination between attentional state across individuals. Control experiments rule out possible confounds related to altered eye movement trajectories or order of presentation. We conclude that reliability of evoked activity reproduced across subjects viewing the same movie is highly sensitive to the attentional state of the viewer and listener, which is aided by a cohesive narrative.

Evaluation of TV commercials using neurophysiological responses

Background

In recent years, neuroscientific knowledge has been applied to marketing as a novel and efficient means to comprehend the cognitive and behavioral aspects of consumers. A number of studies have attempted to evaluate media contents, especially TV commercials using various neuroimaging techniques such as electroencephalography (EEG). Yet neurophysiological examination of detailed cognitive and affective responses in viewers is still required to provide practical information to marketers. Here, this study develops a method to analyze temporal patterns of EEG data and extract affective and cognitive indices such as happiness, surprise, and attention for TV commercial evaluation.

Methods

Twenty participants participated in the study. We developed the neurophysiological indices for TV commercial evaluation using classification model. Specifically, these model-based indices were customized using individual EEG features. We used a video game for developing the index of attention and four video clips for developing indices of happiness and surprise. Statistical processes including one-way analyses of variance (ANOVA) and the cross validation scheme were used to select EEG features for each index. The EEG features were composed of the combinations of spectral power at selected channels from the cross validation for each individual. The Fisher’s linear discriminant classifier (FLDA) was used to estimate each neurophysiological index during viewing four different TV commercials. Post hoc behavioral responses of preference, short-term memory, and recall were measured.

Results

Behavioral results showed significant differences for all preference, short-term memory rates, and recall rates between commercials, leading to a ‘high-ranked’ commercial group and a ‘low-ranked’ group (P < 0.05). Neural estimation of happiness results revealed a significant difference between the high-ranked and the low-ranked commercials in happiness index (P < 0.01). The order of rankings based on happiness and attention matched well with the order of behavioral response rankings. In the elapsed-time analysis of the highest-ranked commercial, we could point to visual and auditory semantic structures of the commercial that induced increases in the happiness index.

Conclusions

Our results demonstrated that the neurophysiological indices developed in this study may provide a useful tool for evaluating TV commercials.

Two-sided messages for health risk prevention: the role of argument type, refutation, and issue ambivalence

Two experiments were conducted among adolescents in 2011 in urban parts of Belgium, Europe. The effectiveness of two-sided binge drinking and marijuana prevention messages was investigated in relation to argument type, refutation, and issue ambivalence. Study 1 (n = 373) serves as a baseline study for study 2 (n = 156). Data were collected through a printed questionnaire in classrooms in Flemish secondary schools. Analysis of variance (ANOVA) was used to analyze the data. Implications for health practitioners, as well as limitations and suggestions for further research are given.

Sexual arousal decreases the functional synchronization between cortical areas in young men

The prefrontal cortex and its connections with other cortical areas participate in processing erotic stimuli and hence sexual arousal. Visual erotic stimuli elicit sexual arousal that is associated with changes in electroencephalographic activity. The electroencephalographic correlation analysis provides information on the functional synchronization among areas. This study analyzed the functional interaction among the prefrontal, parietal, and temporal cortices during sexual arousal in young men induced by observing erotic photographs. In 2 groups of heterosexual men-an erotic stimulation group and a neutral stimulation group-the authors recorded electroencephalograms at the F3, F4, T3, T4, P3, and P4 derivations under 2 conditions: baseline and visual stimulation. Heart rate was monitored as a measure of peripheral activation. Participants in the erotic stimulation group reported a moderate degree of sexual arousal and a decrease in heart rate. Decreased inter- and intrahemispheric correlations of the fast frequencies were obtained only in erotic stimulation. These data support differential hemisphere participation in modulating sexual arousal and show that decreased synchronization patterns between prefrontal and posterior cortices (parietal and temporal) favor sexual arousal in young men. The results of this study may contribute to a better understanding of the central nervous system's mechanisms that underlie sexual arousal.

The influence of media type on attitude toward mobile advertisements over time

This study explores the relationships between consumers and mobile advertisements on attitude change over time. Two experiments were used to investigate both immediate and delayed effects of different media types on attitudes toward mobile advertisements. Experiment 1 formulated three types of advertisements corresponding to three media types: text, still pictures, and motion pictures. The results indicate that motion pictures on mobile phones significantly influence consumers' initial attitudes toward advertisements. Experiment 2, focusing on delayed effects, was conducted 4 weeks after Experiment 1. Ninety-five of the 117 participants in Experiment 1 were contacted via cellular phone. The results of Experiment 2 showed a decrease in attitude in relation to motion pictures, whereas an increase in attitude in relation to text and still pictures was observed. The findings were interpreted from the perspectives of media characteristics, consumer behavior, and advertising research.

Use of the virtual ventilator, a screen-based computer simulation, to teach the principles of mechanical ventilation

Examination scores from 109 students enrolled in the professional veterinary program at Washington State University were evaluated to determine the effectiveness and utility of the Virtual Ventilator computer simulation for teaching the principles of mechanical ventilation in an anesthesia course. Students were randomly assigned to either a live-animal mechanical ventilation laboratory (LIVE-1st) or a computer laboratory using the mechanical ventilation simulation (SIM-1st) in week 1. During week 2, students in the LIVE-1st group participated in the ventilation simulation while students in the SIM-1st group participated in the live-animal laboratory. Student knowledge was evaluated using two similar written quizzes administered following each laboratory. Student opinions concerning the value of the simulation were assessed using an online survey. Differences in quiz scores within and between groups were compared using t-tests while survey results were tabulated. A p value of less than 0.05 was considered significant. Within the LIVE-1st group, scores for the second quiz, which was taken after the students had completed the simulation exercise, were significantly higher than those obtained from the first quiz. Accordingly, the Virtual Ventilator simulation was at least equivalent to the live-animal laboratory in the ability to present information that was subsequently tested for on the quizzes. Students in the SIM-1st group reported that use of the simulation prior to a live-animal ventilation laboratory enhanced their understanding of and ability to provide mechanical ventilation to anesthetized patients. The Virtual Ventilator simulation appears to be a useful and well-received teaching tool.

Smoking-related videos for use in cue-induced craving paradigms

Environmental cues (e.g., the sight of a cigarette) have long been recognized as important triggers for craving in smokers. Available imaging technologies (e.g., fMRI) allow investigation of the neural mechanisms for cue-induced craving, but there stands a need for a cue-delivery system compatible with an MRI environment. We developed a standardized set of 24 high-resolution videos, 12 containing cigarette smoking scenes (e.g., lighting up), and 12 containing neutral scenes (e.g., reading a book), each 30 s long, with comparable lighting, visual complexity, and background filmed by a professional cinematographer. Study participants were 20 smokers (mean age=37.7 years, 50% female). Each was exposed to the 24 videos in a random order under laboratory conditions. Dependent measures included heart rate, blood pressure, skin conductance, skin temperature, and self-reported craving (0-100) following each video. Overall findings indicated that smokers had greater reactivity to the smoking videos than to neutral videos (p<.01). Follow-up univariate analyses revealed significant cue effects on self-reported craving, galvanic skin response, and skin temperature. Interestingly, exploratory examination of gender revealed that men had higher blood pressure and skin temperature responses than women, and that women had higher responses when viewing videos of women smoking than when viewing men smoking. Results support this set of videos as an effective tool for investigation of cue-elicited craving, and raise the possibility of unique gender effects in cue reactivity.

It's the product: do risky products compel attention and elicit arousal in media users?

This article reports on two studies designed to measure whether the mere presence of a risky product in a mediated message (separate from executional elements of the message) elicits greater attention and arousal in media users. In the first study, participants viewed and rated 30 pictures of risky (alcohol, tobacco, drugs, condoms) and nonrisky (soda, juice, food) products while heart rate and skin conductance were measured. In the second study, participants viewed and rated 30 risky and nonrisky product words while the same measures were recorded. Results showed that the risky pictures and words elicited more emotional and physiological arousal than nonrisky pictures and words. Risky pictures elicited different orienting responses than nonrisky pictures, but there was no difference in orienting for risky and nonrisky words. Both risky pictures and words were remembered better than nonrisky pictures and words. The results of this study suggest that the mere presence of the representation of a risky product (either pictorial or verbal) elicits more arousal and more memory but not more attention in media users.

Effects of a small talking facial image on autonomic activity: the moderating influence of dispositional BIS and BAS sensitivities and emotions

We examined the moderating influence of dispositional behavioral inhibition system and behavioral activation system (BAS) sensitivities, Negative Affect, and Positive Affect on the relationship between a small moving vs. static facial image and autonomic responses when viewing/listening to news messages read by a newscaster among 36 young adults. Autonomic parameters measured were respiratory sinus arrhythmia (RSA), low-frequency (LF) component of heart rate variability (HRV), electrodermal activity, and pulse transit time (PTT). The results showed that dispositional BAS sensitivity, particularly BAS Fun Seeking, and Negative Affect interacted with facial image motion in predicting autonomic nervous system activity. A moving facial image was related to lower RSA and LF component of HRV and shorter PTTs as compared to a static facial image among high BAS individuals. Even a small talking facial image may contribute to sustained attentional engagement among high BAS individuals, given that the BAS directs attention toward the positive cue and a moving social stimulus may act as a positive incentive for high BAS individuals.