Neurophysiological Measures of the Perception of Antismoking Public Service Announcements Among Young Population

Reducing flight upset risk and startle response: A study of the wake vortex alert with licensed commercial pilots

The study aimed at investigating the impact of an innovative Wake Vortex Alert (WVA) avionics on pilots' operation and mental states, intending to improve aviation safety by mitigating the risks associated with wake vortex encounters (WVEs). Wake vortices, generated by jet aircraft, pose a significant hazard to trailing or crossing aircrafts. Despite existing separation rules, incidents involving WVEs continue to occur, especially affecting smaller aircrafts like business jets, resulting in aircraft upsets and occasional cabin injuries. To address these challenges, the study focused on developing and validating an alert system that can be presented to air traffic controllers, enabling them to warn flight crews. This empowers the flight crews to either avoid the wake vortex or secure the cabin to prevent injuries. The research employed a multidimensional approach including an analysis of human performance and human factors (HF) issues to determine the potential impact of the alert on pilots' roles, tasks, and mental states. It also utilizes Human Assurance Levels (HALs) to evaluate the necessary human factors support based on the safety criticality of the new system. Realistic flight simulations were conducted to collect data of pilots' behavioural, subjective and neurophysiological responses during WVEs. The data allowed for an objective evaluation of the WVA impact on pilots' operation, behaviour and mental states (mental workload, stress levels and arousal). In particular, the results highlighted the effectiveness of the alert system in facilitating pilots' preparation, awareness and crew resource management (CRM). The results also highlighted the importance of avionics able to enhance aviation safety and reducing risks associated with wake vortex encounters. In particular, we demonstrated how providing timely information and improving situational awareness, the WVA will minimize the occurrence of WVEs and contribute to safer aviation operations.

Neurophysiological Assessment of An Innovative Maritime Safety System in Terms of Ship Operators' Mental Workload, Stress, and Attention in the Full Mission Bridge Simulator

The current industrial environment relies heavily on maritime transportation. Despite the continuous technological advances for the development of innovative safety software and hardware systems, there is a consistent gap in the scientific literature regarding the objective evaluation of the performance of maritime operators. The human factor is profoundly affected by changes in human performance or psychological state. The difficulty lies in the fact that the technology, tools, and protocols for investigating human performance are not fully mature or suitable for experimental investigation. The present research aims to integrate these two concepts by (i) objectively characterizing the psychological state of mariners, i.e., mental workload, stress, and attention, through their electroencephalographic (EEG) signal analysis, and (ii) validating an innovative safety framework countermeasure, defined as Human Risk-Informed Design (HURID), through the aforementioned neurophysiological approach. The proposed study involved 26 mariners within a high-fidelity bridge simulator while encountering collision risk in congested waters with and without the HURID. Subjective, behavioral, and neurophysiological data, i.e., EEG, were collected throughout the experimental activities. The results showed that the participants experienced a statistically significant higher mental workload and stress while performing the maritime activities without the HURID, while their attention level was statistically lower compared to the condition in which they performed the experiments with the HURID (all p < 0.05). Therefore, the presented study confirmed the effectiveness of the HURID during maritime operations in critical scenarios and led the way to extend the neurophysiological evaluation of the HFs of maritime operators during the performance of critical and/or standard shipboard tasks.

Time-Dependent Analysis of Human Neurophysiological Activities during an Ecological Olfactory Experience

It has been demonstrated that odors could affect humans at the psychophysiological level. Significant research has been done on odor perception and physiological mechanisms; however, this research was mainly performed in highly controlled conditions in order to highlight the perceptive phenomena and the correlated physiological responses in the time frame of milliseconds. The present study explored how human physiological activity evolves in response to different odor conditions during an ecological olfactory experience on a broader time scale (from 1 to 90 s). Two odors, vanilla and menthol, together with a control condition (blank) were employed as stimuli. Electroencephalographic (EEG) activity in four frequency bands of interest, theta, alpha, low beta, and high beta, and the electrodermal activity (EDA) of the skin conductance level and response (SCL and SCR) were investigated at five time points taken during: (i) the first ten seconds of exposure (short-term analysis) and (ii) throughout the entire exposure to each odor (90 s, long-term analysis). The results revealed significant interactions between the odor conditions and the time periods in the short-term analysis for the overall frontal activity in the theta (p = 0.03), alpha (p = 0.005), and low beta (p = 0.0067) bands, the frontal midline activity in the alpha (p = 0.015) and low beta (p = 0.02) bands, and the SCR component (p = 0.024). For the long-term effects, instead, only one EEG parameter, frontal alpha asymmetry, was significantly sensitive to the considered dimensions (p = 0.037). In conclusion, the present research determined the physiological response to different odor conditions, also demonstrating the sensitivity of the employed parameters in characterizing the dynamic of such response during the time. As an exploratory study, this work points out the relevance of considering the effects of continuous exposure instead of short stimulation when evaluating the human olfactory experience, providing insights for future studies in the field.

Music in noise recognition: An EEG study of listening effort in cochlear implant users and normal hearing controls

Despite the plethora of studies investigating listening effort and the amount of research concerning music perception by cochlear implant (CI) users, the investigation of the influence of background noise on music processing has never been performed. Given the typical speech in noise recognition task for the listening effort assessment, the aim of the present study was to investigate the listening effort during an emotional categorization task on musical pieces with different levels of background noise. The listening effort was investigated, in addition to participants' ratings and performances, using EEG features known to be involved in such phenomenon, that is alpha activity in parietal areas and in the left inferior frontal gyrus (IFG), that includes the Broca's area. Results showed that CI users performed worse than normal hearing (NH) controls in the recognition of the emotional content of the stimuli. Furthermore, when considering the alpha activity corresponding to the listening to signal to noise ratio (SNR) 5 and SNR10 conditions subtracted of the activity while listening to the Quiet condition-ideally removing the emotional content of the music and isolating the difficulty level due to the SNRs- CI users reported higher levels of activity in the parietal alpha and in the homologous of the left IFG in the right hemisphere (F8 EEG channel), in comparison to NH. Finally, a novel suggestion of a particular sensitivity of F8 for SNR-related listening effort in music was provided.

Virtual and Reality: A Neurophysiological Pilot Study of the Sarcophagus of the Spouses

Art experience is not solely the observation of artistic objects, but great relevance is also placed on the environment in which the art experience takes place, often in museums and galleries. Interestingly, in the last few years, the introduction of some forms of virtual reality (VR) in museum contexts has been increasing. This has solicited enormous research interest in investigating any eventual differences between looking at the same artifact either in a real context (e.g. a museum) and in VR. To address such a target, a neuroaesthetic study was performed in which electroencephalography (EEG) and autonomic signals (heart rate and skin conductance) were recorded during the observation of the Etruscan artifact "Sarcophagus of the Spouses", both in the museum and in a VR reproduction. Results from EEG analysis showed a higher level of the Workload Index during observation in the museum compared to VR (p = 0.04), while the Approach-Withdrawal Index highlighted increased levels during the observation in VR compared to the observation in the museum (p = 0.03). Concerning autonomic indices, the museum elicited a higher Emotional Index response than the VR (p = 0.03). Overall, preliminary results suggest a higher engagement potential of the museum compared to VR, although VR could also favour higher embodiment than the museum.

A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research

Introduction

The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking.

Methods

Search terms ‘neuromarketing’ and ‘consumer neuroscience’ identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review.

Results

Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour.

Conclusions and implications

FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses.

A Review on the Role of Affective Stimuli in Event-Related Frontal Alpha Asymmetry

Frontal alpha asymmetry refers to the difference between the right and left alpha activity over the frontal brain region. Increased activity in the left hemisphere has been linked to approach motivation and increased activity in the right hemisphere has been linked to avoidance or withdrawal. However, research on alpha asymmetry is diverse and has shown mixed results, which may partly be explained by the potency of the used stimuli to emotionally and motivationally engage participants. This review gives an overview of the types of affective stimuli utilized with the aim to identify which stimuli elicit a strong approach-avoidance effect in an affective context. We hope this contributes to better understanding of what is reflected by alpha asymmetry, and in what circumstances it may be an informative marker of emotional state. We systematically searched the literature for studies exploring event-related frontal alpha asymmetry in affective contexts. The search resulted in 61 papers, which were categorized in five stimulus categories that were expected to differ in their potency to engage participants: images &amp; sounds, videos, real cues, games and other tasks. Studies were viewed with respect to the potency of the stimuli to evoke significant approach-avoidance effects on their own and in interaction with participant characteristics or condition. As expected, passively perceived stimuli that are multimodal or realistic, seem more potent to elicit alpha asymmetry than unimodal stimuli. Games, and other stimuli with a strong task-based component were expected to be relatively engaging but approach-avoidance effects did not seem to be much clearer than the studies using perception of videos and real cues. While multiple factors besides stimulus characteristics determine alpha asymmetry, and we did not identify a type of affective stimulus that induces alpha asymmetry highly consistently, our results indicate that strongly engaging, salient and/or personally relevant stimuli are important to induce an approach-avoidance effect.

EEG-Based Index for Timely Detecting User's Drowsiness Occurrence in Automotive Applications

Human errors are widely considered among the major causes of road accidents. Furthermore, it is estimated that more than 90% of vehicle crashes causing fatal and permanent injuries are directly related to mental tiredness, fatigue, and drowsiness of the drivers. In particular, driving drowsiness is recognized as a crucial aspect in the context of road safety, since drowsy drivers can suddenly lose control of the car. Moreover, the driving drowsiness episodes mostly appear suddenly without any prior behavioral evidence. The present study aimed at characterizing the onset of drowsiness in car drivers by means of a multimodal neurophysiological approach to develop a synthetic electroencephalographic (EEG)-based index, able to detect drowsy events. The study involved 19 participants in a simulated scenario structured in a sequence of driving tasks under different situations and traffic conditions. The experimental conditions were designed to induce prominent mental drowsiness in the final part. The EEG-based index, so-called “MDrow index”, was developed and validated to detect the driving drowsiness of the participants. The MDrow index was derived from the Global Field Power calculated in the Alpha EEG frequency band over the parietal brain sites. The results demonstrated the reliability of the proposed MDrow index in detecting the driving drowsiness experienced by the participants, resulting also more sensitive and timely sensible with respect to more conventional autonomic parameters, such as the EyeBlinks Rate and the Heart Rate Variability, and to subjective measurements (self-reports).

Air Force Pilot Expertise Assessment with Regard to Mental Effort Requested during Unusual Attitude Recovery Flight Training Simulations

Pilot training and expertise are key aspects in aviation. A traditional way of evaluating pilot expertise is to measure performance output. However, this approach provides a narrow view of the pilot’s capacity, especially with regard to mental and emotional profile. The aim of this study is hence to investigate whether neurophysiological data can be employed as an additional objective measure to assess the expertise of pilots. In this regard, it has been demonstrated that mental effort can be used as an indirect measure of operator expertise and capacity. An increase in mental effort, for instance, can automatically result in a decrease in the remaining capacity of the operator. To better investigate this aspect, we ask two groups of Italian Air Force pilots, experienced (Experts) and unexperienced (Novices), to undergo unusual attitude recovery flight training simulations. Their behavioral (unusual attitude recovery time), subjective (mental effort demand perception) and neurophysiological data (Electroencephalogram, EEG; Electrocardiogram, ECG) are collected during the entire flight simulations. Although the two groups do not exhibit differences in terms of unusual attitude recovery time and mental effort demand perception, the EEG-based mental effort index shows how Novices request significantly higher mental effort during unusual conditions.

Face Value: Remote facial expression analysis adds predictive power to perceived effectiveness for selecting anti-tobacco PSAs

Perceived effectiveness (PE) is a validated tool for predicting the potential impact of anti-tobacco public service announcements (PSAs). We set out to evaluate the added predictive value of facial expression analysis when combined with PE in a remote (online) survey. Each of 302 tobacco users watched 3 PSAs and allowed transmission of webcam videos from which metrics for "attention" (head position) and "facial action units" (FAU) were computed. The participants completed scales for their subjective emotions, willingness to share on social media, and intention to quit smoking using the Tobacco Free Florida website. Based on PE, both ready to quit (RTQ) and not ready (NR) respondents favored the same PSAs but RTQs assigned higher PE scores. Negative PSAs ("sad" or "frightening") were more compelling overall but RTQs also favored surprising ads and were more willing to share them on social media. Logistic regression showed that the combination of Attention + FAU+ PE (AUC = .816, p < .0001) outperformed single factors or factor combinations in distinguishing RTQ from NR. This study demonstrates that on-line assessment of facial expressions enhances the predictive value of PE and can be deployed on large remote samples.

Neuroscientific Methods for Exploring User Perceptions While Dealing With Mobile Advertising: A Novel and Integrated Approach

Display and native ads represent two of the most widely used digital advertising formats employed by advertisers that aim to grab the attention of online users. In recent years, the native format has become very popular because it relies on deceptive features that make harder the recognition of its advertising nature, reducing avoiding behaviors such as the banner blindness phenomena, traditionally associated to display advertising, and so increasing its advertising effectiveness. The present study, based on a forefront research protocol specifically designed for the advertising research on smartphone devices, aims to investigate through neurophysiological and self-reported measures, the perception of display and native ads placed within article webpages, and to assess the efficacy of an integrated approach. Eye-tracking results showed higher visual attention and longer viewing time associated with native advertisements in comparison to traditional display advertisements, confirming and extending evidence provided by previous research. Despite a significantly higher rate of self-reported advertising intent was detected for articles containing display ads when compared to articles containing native ads, no differences have been found while performing the same comparison for the neurophysiological measures of emotional involvement and approaching motivation of for the self-reported measures of pleasantness and annoyance. Such findings along with the employment of an innovative research protocol, contribute to providing further cues to the current debate related to the effectiveness of two of the most widely used digital advertising formats.

How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study

A large number of scholars have conducted detailed studies on the effectiveness of commercial advertising by using neuroimaging methods, but only a few scholars have used this method to study the effectiveness of public service announcements (PSAs). To research the relationship between the effectiveness of PSAs and the audience’s implicit awareness, functional near-infrared spectroscopy (fNIRS) was employed to record the neural activity data of participants in this study. The results showed that there was a correlation between activation of dorsolateral prefrontal cortex (dlPFC) and the effectiveness of PSAs; The activation of the dlPFC could also be used as an indicator to represent the appeal of advertising content. The results means that neuroimaging tool can also be used to investigate the effectiveness of PSAs, not just commercial advertisements and a few PSAs study, and that neural activity can predict and improve the effectiveness of PSAs before they are released.

Eye tracking applied to tobacco smoking: current directions and future perspectives

Over the years the general awareness of the health costs associated with tobacco smoking has motivated scientists to apply the measurement of eye movements to this form of addiction. On one hand they have investigated whether smokers attend and look preferentially at smoking related scenes and objects. In parallel, on the other hand eye tracking has been used to test how smokers and nonsmokers interact with the different types of health warning that policymakers have mandated in tobacco advertisements and packages. Here we provide an overview of the main findings from the different lines of research, such as the evidence related to the attentional bias for smoking cues in smokers and the evidence that graphic warning labels and plain packages measurably increase the salience of the warning labels. We point to some open questions, such as the conditions that determine whether heavy smokers exhibit a tendency to actively avoid looking at graphic warning labels. Finally we argue that the research applied to gaze exploration of warning labels would benefit from a more widespread use of the more naturalistic testing conditions (e.g. mobile eye tracking or virtual reality) that have been introduced to study the smokers' attentional bias for tobacco-related objects when freely exploring the surrounding environment.

Electroencephalography Correlates of Well-Being Using a Low-Cost Wearable System

Electroencephalography (EEG) alpha asymmetry is thought to reflect crucial brain processes underlying executive control, motivation, and affect. It has been widely used in psychopathology and, more recently, in novel neuromodulation studies. However, inconsistencies remain in the field due to the lack of consensus in methodological approaches employed and the recurrent use of small samples. Wearable technologies ease the collection of large and diversified EEG datasets that better reflect the general population, allow longitudinal monitoring of individuals, and facilitate real-world experience sampling. We tested the feasibility of using a low-cost wearable headset to collect a relatively large EEG database (N = 230, 22-80 years old, 64.3% female), and an open-source automatic method to preprocess it. We then examined associations between well-being levels and the alpha center of gravity (CoG) as well as trait EEG asymmetries, in the frontal and temporoparietal (TP) areas. Robust linear regression models did not reveal an association between well-being and alpha (8-13 Hz) asymmetry in the frontal regions, nor with the CoG. However, well-being was associated with alpha asymmetry in the TP areas (i.e., corresponding to relatively less left than right TP cortical activity as well-being levels increased). This effect was driven by oscillatory activity in lower alpha frequencies (8-10.5 Hz), reinforcing the importance of dissociating sub-components of the alpha band when investigating alpha asymmetries. Age was correlated with both well-being and alpha asymmetry scores, but gender was not. Finally, EEG asymmetries in the other frequency bands were not associated with well-being, supporting the specific role of alpha asymmetries with the brain mechanisms underlying well-being levels. Interpretations, limitations, and recommendations for future studies are discussed. This paper presents novel methodological, experimental, and theoretical findings that help advance human neurophysiological monitoring techniques using wearable neurotechnologies and increase the feasibility of their implementation into real-world applications.

It's a Question of Methods: Computational Factors Influencing the Frontal Asymmetry in Measuring the Emotional Valence

The prefrontal asymmetry (FA) in the alpha band is a well-known physiological correlate of the emotional valence. Several methods for assessing the FA have been proposed in literature, but no studies have compared their effectiveness in a comprehensive way. In this study we first investigated whether the association between FA and valence depends on the computational methods and then, we identified the best one, namely the one giving the highest correlation with the self-reports. The investigated factors were the presence of a normalization factor, the computation in time or frequency domain and the cluster of electrodes used. All the analyses were implemented on the validated DEAP dataset. We found that the number and position of the electrodes do not influence the FA, in contrast with both the power computation method and the normalization. By using a spectrogram-based approach and by adding a normalization factor, a correlation of 0.36 between the FA and the self-reported valence was obtained.

Smoke signals: A study of the neurophysiological reaction of smokers and non-smokers to smoking cues inserted into antismoking public service announcements

Tobacco addiction is one of the biggest health emergencies in the world, Antismoking Public Service Announcements (PSAs) represent the main public tool against smoking; however, smoking-related cues (SCs) often included in PSAs can trigger ambiguous cerebral reactions that could impact the persuasiveness and efficacy of the antismoking message. This study aimed to investigate the electroencephalographic (EEG) response in adult smokers and non-smokers during the exposure to SCs presented in antismoking PSAs video, in order to identify eventual neurophysiological features of SCs' 'boomerang effect' elicited in smokers. EEG frontal Alpha asymmetry and frontal Theta were analyzed in 92 adults (30 no smokers, 31 low smokers, 31 high smokers) from EEG recorded during the vision of 3 antismoking PSAs, statistical analysis was conducted using ANOVA. Main results showed a significant interaction between smoking cue condition (Pre and Post) and smoking habit (in particular for female heavy smokers) for the frontal Alpha asymmetry. Since the relative higher right frontal Alpha activity is associated with approach towards a stimulus, it is suggested that the relative left frontal Alpha increase in response to SCs might reflect an appetitive approach in response to it. In the light of the Incentive Sensitization Theory, this pattern can be interpreted as a neurophysiological signal in response to SCs that could undermine the message's effectiveness contributing to the maintenance of the addiction.

NeuroDante: Poetry Mentally Engages More Experts but Moves More Non-Experts, and for Both the Cerebral Approach Tendency Goes Hand in Hand with the Cerebral Effort

Neuroaesthetics, the science studying the biological underpinnings of aesthetic experience, recently extended its area of investigation to literary art; this was the humus where neurocognitive poetics blossomed. Divina Commedia represents one of the most important, famous and studied poems worldwide. Poetry stimuli are characterized by elements (meter and rhyme) promoting the processing fluency, a core aspect of neuroaesthetics theories. In addition, given the evidence of different neurophysiological reactions between experts and non-experts in response to artistic stimuli, the aim of the present study was to investigate, in poetry, a different neurophysiological cognitive and emotional reaction between Literature (L) and Non-Literature (NL) students. A further aim was to investigate whether neurophysiological underpinnings would support explanation of behavioral data. Investigation methods employed: self-report assessments (recognition, appreciation, content recall) and neurophysiological indexes (approach/withdrawal (AW), cerebral effort (CE) and galvanic skin response (GSR)). The main behavioral results, according to fluency theories in aesthetics, suggested in the NL but not in the L group that the appreciation/liking went hand by hand with the self-declared recognition and with the content recall. The main neurophysiological results were: (i) higher galvanic skin response in NL, whilst higher CE values in L; (ii) a positive correlation between AW and CE indexes in both groups. The present results extended previous evidence relative to figurative art also to auditory poetry stimuli, suggesting an emotional attenuation “expertise-specific” showed by experts, but increased cognitive processing in response to the stimuli.

Forefront Users' Experience Evaluation by Employing Together Virtual Reality and Electroencephalography: A Case Study on Cognitive Effects of Scents

Scents have the ability to affect peoples' mental states and task performance with to different extents. It has been widely demonstrated that the lemon scent, included in most all-purpose cleaners, elicits stimulation and activation, while the lavender scent elicits relaxation and sedative effects. The present study aimed at investigating and fostering a novel approach to evaluate users' experience with respect to scents' effects through the joint employment of Virtual Reality and users' neurophysiological monitoring, in particular Electroencephalography. In particular, this study, involving 42 participants, aimed to compare the effects of lemon and lavender scents on the deployment of cognitive resources during a daily life experience consisting in a train journey carried out in virtual reality. Our findings showed a significant higher request of cognitive resources during the processing of an informative message for subjects exposed to the lavender scent with respect to the lemon exposure. No differences were found between lemon and lavender conditions on the self-reported items of pleasantness and involvement; as this study demonstrated, the employment of the lavender scent preserves the quality of the customer experience to the same extent as the more widely used lemon scent.

Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving

Social campaigns are persuasive messages that attempt to communicate positive ideas and practices. One of the main challenges in designing effective social campaigns is the need to compete with other advertisements for viewers' attention. One of the most widely used methods of drawing attention to social advertising is the use of negative emotions. However, the effectiveness of negative emotional appeals in social campaigns is still a topic of debates. The aim of the study was to use both declarative and neural (EEG) measures to examine whether increasing the intensity of negative emotions in a social campaign enhances its effectiveness linearly or only to a certain level (curvilinear relation). The experimental study was conducted (N = 62) with road safety campaign, using three different levels of negative emotional intensity. The results showed that even though advertising with the strongest negative stimuli evoked the strongest negative emotions, it had no significantly stronger influence on behavioral intention (driving less risky) than moderately negative stimuli. Moreover, neural reaction to the negative stimuli in advertising depended on driving style-people with risky driving style payed less attention to more threatening message (higher beta oscillations).

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the specific mental states of interest (used in most of the neuromarketing research). Such indexes have been supported by adequate validations from the scientific community and are largely employed in neuromarketing research. This review will also discuss a series of papers that present different neuromarketing applications, such us in-store choices and retail, services, pricing, brand perception, web usability, neuropolitics, evaluation of the food and wine taste, and aesthetic perception of artworks. Furthermore, this work will face the ethical issues arisen on the use of these tools for the evaluation of the human behaviour during decision-making tasks. In conclusion, the main challenges that neuromarketing is going to face, as well as future directions and possible scenarios that could be derived by the use of neuroscience in the marketing field, will be identified and discussed.

How Neurophysiological Measures Can be Used to Enhance the Evaluation of Remote Tower Solutions

New solutions in operational environments are often, among objective measurements, evaluated by using subjective assessment and judgment from experts. Anyhow, it has been demonstrated that subjective measures suffer from poor resolution due to a high intra and inter-operator variability. Also, performance measures, if available, could provide just partial information, since an operator could achieve the same performance but experiencing a different workload. In this study, we aimed to demonstrate: (i) the higher resolution of neurophysiological measures in comparison to subjective ones; and (ii) how the simultaneous employment of neurophysiological measures and behavioral ones could allow a holistic assessment of operational tools. In this regard, we tested the effectiveness of an electroencephalography (EEG)-based neurophysiological index (W_EEG index) in comparing two different solutions (i.e., Normal and Augmented) in terms of experienced workload. In this regard, 16 professional air traffic controllers (ATCOs) have been asked to perform two operational scenarios. Galvanic Skin Response (GSR) has also been recorded to evaluate the level of arousal (i.e., operator involvement) during the two scenarios execution. NASA-TLX questionnaire has been used to evaluate the perceived workload, and an expert was asked to assess performance achieved by the ATCOs. Finally, reaction times on specific operational events relevant for the assessment of the two solutions, have also been collected. Results highlighted that the Augmented solution induced a local increase in subjects performance (Reaction times). At the same time, this solution induced an increase in the workload experienced by the participants (W_EEG). Anyhow, this increase is still acceptable, since it did not negatively impact the performance and has to be intended only as a consequence of the higher engagement of the ATCOs. This behavioral effect is totally in line with physiological results obtained in terms of arousal (GSR), that increased during the scenario with augmentation. Subjective measures (NASA-TLX) did not highlight any significant variation in perceived workload. These results suggest that neurophysiological measure provide additional information than behavioral and subjective ones, even at a level of few seconds, and its employment during the pre-operational activities (e.g., design process) could allow a more holistic and accurate evaluation of new solutions.

The Dry Revolution: Evaluation of Three Different EEG Dry Electrode Types in Terms of Signal Spectral Features, Mental States Classification and Usability

One century after the first recording of human electroencephalographic (EEG) signals, EEG has become one of the most used neuroimaging techniques. The medical devices industry is now able to produce small and reliable EEG systems, enabling a wide variety of applications also with no-clinical aims, providing a powerful tool to neuroscientific research. However, these systems still suffer from a critical limitation, consisting in the use of wet electrodes, that are uncomfortable and require expertise to install and time from the user. In this context, dozens of different concepts of EEG dry electrodes have been recently developed, and there is the common opinion that they are reaching traditional wet electrodes quality standards. However, although many papers have tried to validate them in terms of signal quality and usability, a comprehensive comparison of different dry electrode types from multiple points of view is still missing. The present work proposes a comparison of three different dry electrode types, selected among the main solutions at present, against wet electrodes, taking into account several aspects, both in terms of signal quality and usability. In particular, the three types consisted in gold-coated single pin, multiple pins and solid-gel electrodes. The results confirmed the great standards achieved by dry electrode industry, since it was possible to obtain results comparable to wet electrodes in terms of signals spectra and mental states classification, but at the same time drastically reducing the time of montage and enhancing the comfort. In particular, multiple-pins and solid-gel electrodes overcome gold-coated single-pin-based ones in terms of comfort.