Figure 1 - uploaded by Alessio Paoletti
Content may be subject to copyright.
The User Operates in the Real Context of Use, While Portable Devices Detect Changes in Neurophysiological Data. The Tools, Light and Portable, Do Not Affect the User Experience Source: BrainSigns
Source publication
Cognitive neuroscience can measure a user’s neurophysiological activities during a product experience with portable and noninvasive tools. The data collected is summarized in three indices, which express the user’s affective and cognitive states during the performance of a specific action within an authentic context. This data can represent additio...
Contexts in source publication
Context 1
... Srl (2018), a spin-off of Sapienza University of Rome, demonstrates excellence in this field. As shown in Figure 1, BrainSign can conduct neuromarketing evaluations by measuring-with eye-trackers and other devices described in detail later-what attracts the user's attention. BrainSign can measure neurophysiological reactions with a minimal time lag to when the user manifests them. ...
Context 2
... how we consider a good smell or taste pleasant-they are signs of their potential benefits for our survival. "these senses are considered the 'gatekeepers' of the body, identifying what is nutritious and should be consumed and detecting what is bad and must be rejected" (Hekkert 2006, 163). The principles based on which we consider a pleasant stimulus, in many cases, are specific to the system (the visual system, the olfactory system, etc.) and can also be specific to the category of stimuli (the aesthetics of the landscape, the aesthetics of music, etc.) (Hekkert 2006). ...
