Assessment of websites remains a definite challenge within advertisement research. In order to gather objective information, one possibility exists in using Eye-Tracking. This method allows for determination of where ...Assessment of websites remains a definite challenge within advertisement research. In order to gather objective information, one possibility exists in using Eye-Tracking. This method allows for determination of where and how long particular areas of a website are fixed. However, longer fixation values do not necessarily reflect higher attention or even memorizing of the content. It could also mean that the content is too complicated. Therefore more information can be obtained by addition of quantitative analysis of brain electricity. Following the changes of the frequency content of electric brain activity has been recently introduced as “Neurocode-Tracking”. In the present study, quantitative assessment of websites has been performed by the combination of Neuro-code-Tracking with Eye-Tracking. Fast dynamic quantitative EEG recording with a time resolution of nearly 3 images/second provided electric power values according to frequency analysis in 17 brain regions (electrode positions). Particular values represented changes of electric brain activity, which were interpreted to represent visual perception, mental activation, concentration, stimulation, memory and tension according to earlier experience. Eye-Tracking was performed in a conventional manner by defining special areas of interest for detection of fixation lengths and time to first awareness. Ten male subjects (aged 36 ± 4.4 years) entered the study. They were asked to view Internet landing pages of five bank institutions: ComDirect, DKB, INGDiBa, Postbank and Targo-Bank. According to Eye-Track analysis, ComDirect was recognized to have the shortest time-to-awareness with respect to conditions, bonus, faces and application or address form. With respect to region of interest “service”, INGDiBa showed the shortest time-to-awareness. Neurocode-Tracking provided best results for INGDiBa with respect to mental activation and concentration. Stimulation and memory values were headed by Targo-Bank. Lowest tension was observed by the landing page of the Postbank. In summary, the combination of Neurocode-Tracking and Eye-Tracking provided much more information than any one of the methods used in separate. We therefore recommend this combination for the assessment and optimizing of Internet websites.展开更多
The term “neuromarketing” suggests a combination of marketing research and brain research. Within marketing research, objective assessment of TV commercials is performed by use of Eye-Tracking devices. Brain researc...The term “neuromarketing” suggests a combination of marketing research and brain research. Within marketing research, objective assessment of TV commercials is performed by use of Eye-Tracking devices. Brain research has been dominated by NMRI technologies during the last years. However, information content and time resolution are much better when monitoring electric activity by spectral analysis. The current experimental approach was initiated in order to test the combination of a newly developed EEG technology (Neurocode-Tracking) with commercially available Eye-Tracking. Ten male subjects were exposed to a reference recording condition (watching a fixed cross on the screen) followed by 5 TV commercials representing 5 different banks. Video films obtained from Eye-Tracking (so-called heat maps) were synchronized with the results of Neurocode-Tracking in form of a second video with a time resolution of 364 ms per image. Spectral power analysis of the EEG in different brain regions allowed for assessment of single scenes for cognitive and emotional responses. Averaging of data over the whole time course gave information on mental activation, attention, visual perception, memory, pleasure and tension. Comparison of the 5 commercials to reference recording revealed the clip of the Targo-Bank having the highest values with respect to mental activation and attention.These experiments have proven that the combination of Neurocode-Tracking with Eye-Tracking can be successfully used in advertisement research and gives valid information on individual as well as group dependent cognitive and emotional responses leading to objective assessment of TV commercials.展开更多
The endemic South African succulent plant Sceletium tortuosum (L.) N.E. Br., family Mesembryathemaceae, is known as kanna in Nama, kougoed in Afrikaans, and sceletium in English. The plant has been used as a tea and a...The endemic South African succulent plant Sceletium tortuosum (L.) N.E. Br., family Mesembryathemaceae, is known as kanna in Nama, kougoed in Afrikaans, and sceletium in English. The plant has been used as a tea and as a masticatory for millennia by indigenous San hunter-gatherers and Nama pastoralists for endurance and well-being. It has been reported that the plant “gives strength to their limbs, and takes away pain, and makes their memory strong”. The current investigation aimed at the psychophysiological characterization of 25.0 and 50.0 mg of a special extract marketed as Zembrin<sup>®</sup> in comparison to placebo using a new methodology called “EnkephaloVision”. This combination of EEG Neurocode-Tracking and Eye-Tracking allows for concomitant analysis of time epochs of only 364 ms duration. Spectral EEG analysis during cognitive and emotional challenges revealed statistically significant increases of delta (p < 0.01 during arithmetic calculation and watching a boring animal video) and theta spectral power (p < 0.10 during these same challenges) in the presence of Zembrin<sup>®</sup> within the frontal brain. It is these same increases of slow waves in the frontal brain that are described in the literature during performance of mental tests. This indicates a positive effect of Zembrin<sup>®</sup> on the electrical activity of the brain during cognitive processing. In addition, alpha1 and alpha2 spectral power in the frontal brain was increased during several challenges including brain teasing, arithmetic calculations and performance of a memory test. From the literature, increases of spectral alpha1 power indicate a greater degree of calmness and may represent decreased depressive symptoms, while increases in alpha2 waves have been related to memory. Beta2 waves increased during mental performance in the presence of the higher dosage of Zembrin<sup>®</sup> in parietal, occipital and temporal brain regions. In comparison to placebo, Zembrin<sup>®</sup> induced frequency changes in the brain, which have been related to enhanced attention and memory. These results may represent a positive action of Zembrin<sup>®</sup> on cognitive and emotional processes in the brain.展开更多
The pharmaco-dynamic action of plant-derived drugs still remains a big challenge in the field of pharmacology. This applies especially for the discovering of the possible mechanism of action. With respect to the brain...The pharmaco-dynamic action of plant-derived drugs still remains a big challenge in the field of pharmacology. This applies especially for the discovering of the possible mechanism of action. With respect to the brain, surrogate parameters may be very helpful. Non-invasive pharmaco-EEG has been proven to provide valid information on drug effects in general. Fast dynamic EEG recording with epoch length of 364 ms has now been achieved in combination with Eye-Tracking in order to elucidate single scenes during cognitive and emotional challenges (EnkephaloVision). The present investigation deals with the psychophysiological characterization of the effect of a plant-derived preparation marketed in Germany under the name of PASCOFLAIR® containing 425 mg of passionflower extract in subjects suffering from examination anxiety. Forty healthy volunteer subjects (17 men and 23 woman), with ages varying between 18 and 40 years (26 ± 6.726 for men and 25 ± 5.397 for women) were included into the study when having a score higher than 60 in the PAF (PrÜfungsangstfragebogen). Spectral power analysis of pre-drug data with respect to beta waves revealed a significant correlation to the score of the PAF. Increases of delta, theta and beta waves as induced by 4 cognitive and 4 emotional challenges were attenuated in the presence of 2 tablets of PASCOFLAIR® already 45 minutes after intake in a statistically significant manner in comparison to placebo. Regarding attenuation of beta1 and beta2 spectral power, effects on glutamatergic and GABAergic neurotransmission, respectively, can be suspected according to our knowledge of frequency—transmitter relations. Accordingly, this attenuation must be interpreted as ability to counteract examination induced stress symptoms. Results confirm and extend earlier experimental data showing a calming action of PASCOFLAIR®.展开更多
Subjects suffering from anxiety during examinations often take drugs with considerable side effects. As alternative, homeopathic preparations virtually lack side effects in general. However, clinical efficacy has to b...Subjects suffering from anxiety during examinations often take drugs with considerable side effects. As alternative, homeopathic preparations virtually lack side effects in general. However, clinical efficacy has to be demonstrated. This experimental series was initiated to provide evidence, that Calmvalera Hevert tablets, marketed for treatment of nervous restlessness and better coping with stress, have an influence on brain electric activity. In order to test this, a new clinical design was used: “EnkephaloVision”. It consists of the combination of quantitative EEG recording with time epochs of 364 ms (Neurocode-Tracking) with conventional Eye-Tracking. Seventeen channels of EEG and one channel EOG were recorded. After frequency analysis (FFT) current source density was calculated. Recording was performed in the presence of a video clip, which contained several different cognitive and emotional challenges in series. Twenty-four male and female subjects having a score >60 in an anxiety questionnaire (Prüfungsangstfragebogen PAF-S) were recruited to participate. A correlation between the Hamilton anxiety score and spectral alpha1 power during the recording condition “eyes open” before drug intake was detected. Spectral power was averaged including C<sub>z</sub>, F<sub>3</sub> and F<sub>4</sub> electrode positions. Audiovisual challenges induced spectral changes with respect to delta, theta and beta power, not in the alpha ranges, to a different but statistically significant degree. Intake of Calmvalera Hevert tablets resulted in statistically significant increases of alpha1 and alpha2 spectral power during most of the recording conditions within the left hemisphere. Increases of alpha activity have been related to relaxation and calmness as reported in the literature. Discriminant analysis of the whole data set revealed a clear difference between verum and placebo and a projection of the data into the vicinity of other plant-derived calming preparations. Performance of psychometric tasks was not disturbed. Efficacy of Calmvalera Hevert tablets points to active molecules contained due to low triturations (D2 - D8).展开更多
文摘Assessment of websites remains a definite challenge within advertisement research. In order to gather objective information, one possibility exists in using Eye-Tracking. This method allows for determination of where and how long particular areas of a website are fixed. However, longer fixation values do not necessarily reflect higher attention or even memorizing of the content. It could also mean that the content is too complicated. Therefore more information can be obtained by addition of quantitative analysis of brain electricity. Following the changes of the frequency content of electric brain activity has been recently introduced as “Neurocode-Tracking”. In the present study, quantitative assessment of websites has been performed by the combination of Neuro-code-Tracking with Eye-Tracking. Fast dynamic quantitative EEG recording with a time resolution of nearly 3 images/second provided electric power values according to frequency analysis in 17 brain regions (electrode positions). Particular values represented changes of electric brain activity, which were interpreted to represent visual perception, mental activation, concentration, stimulation, memory and tension according to earlier experience. Eye-Tracking was performed in a conventional manner by defining special areas of interest for detection of fixation lengths and time to first awareness. Ten male subjects (aged 36 ± 4.4 years) entered the study. They were asked to view Internet landing pages of five bank institutions: ComDirect, DKB, INGDiBa, Postbank and Targo-Bank. According to Eye-Track analysis, ComDirect was recognized to have the shortest time-to-awareness with respect to conditions, bonus, faces and application or address form. With respect to region of interest “service”, INGDiBa showed the shortest time-to-awareness. Neurocode-Tracking provided best results for INGDiBa with respect to mental activation and concentration. Stimulation and memory values were headed by Targo-Bank. Lowest tension was observed by the landing page of the Postbank. In summary, the combination of Neurocode-Tracking and Eye-Tracking provided much more information than any one of the methods used in separate. We therefore recommend this combination for the assessment and optimizing of Internet websites.
文摘The term “neuromarketing” suggests a combination of marketing research and brain research. Within marketing research, objective assessment of TV commercials is performed by use of Eye-Tracking devices. Brain research has been dominated by NMRI technologies during the last years. However, information content and time resolution are much better when monitoring electric activity by spectral analysis. The current experimental approach was initiated in order to test the combination of a newly developed EEG technology (Neurocode-Tracking) with commercially available Eye-Tracking. Ten male subjects were exposed to a reference recording condition (watching a fixed cross on the screen) followed by 5 TV commercials representing 5 different banks. Video films obtained from Eye-Tracking (so-called heat maps) were synchronized with the results of Neurocode-Tracking in form of a second video with a time resolution of 364 ms per image. Spectral power analysis of the EEG in different brain regions allowed for assessment of single scenes for cognitive and emotional responses. Averaging of data over the whole time course gave information on mental activation, attention, visual perception, memory, pleasure and tension. Comparison of the 5 commercials to reference recording revealed the clip of the Targo-Bank having the highest values with respect to mental activation and attention.These experiments have proven that the combination of Neurocode-Tracking with Eye-Tracking can be successfully used in advertisement research and gives valid information on individual as well as group dependent cognitive and emotional responses leading to objective assessment of TV commercials.
文摘The endemic South African succulent plant Sceletium tortuosum (L.) N.E. Br., family Mesembryathemaceae, is known as kanna in Nama, kougoed in Afrikaans, and sceletium in English. The plant has been used as a tea and as a masticatory for millennia by indigenous San hunter-gatherers and Nama pastoralists for endurance and well-being. It has been reported that the plant “gives strength to their limbs, and takes away pain, and makes their memory strong”. The current investigation aimed at the psychophysiological characterization of 25.0 and 50.0 mg of a special extract marketed as Zembrin<sup>®</sup> in comparison to placebo using a new methodology called “EnkephaloVision”. This combination of EEG Neurocode-Tracking and Eye-Tracking allows for concomitant analysis of time epochs of only 364 ms duration. Spectral EEG analysis during cognitive and emotional challenges revealed statistically significant increases of delta (p < 0.01 during arithmetic calculation and watching a boring animal video) and theta spectral power (p < 0.10 during these same challenges) in the presence of Zembrin<sup>®</sup> within the frontal brain. It is these same increases of slow waves in the frontal brain that are described in the literature during performance of mental tests. This indicates a positive effect of Zembrin<sup>®</sup> on the electrical activity of the brain during cognitive processing. In addition, alpha1 and alpha2 spectral power in the frontal brain was increased during several challenges including brain teasing, arithmetic calculations and performance of a memory test. From the literature, increases of spectral alpha1 power indicate a greater degree of calmness and may represent decreased depressive symptoms, while increases in alpha2 waves have been related to memory. Beta2 waves increased during mental performance in the presence of the higher dosage of Zembrin<sup>®</sup> in parietal, occipital and temporal brain regions. In comparison to placebo, Zembrin<sup>®</sup> induced frequency changes in the brain, which have been related to enhanced attention and memory. These results may represent a positive action of Zembrin<sup>®</sup> on cognitive and emotional processes in the brain.
文摘The pharmaco-dynamic action of plant-derived drugs still remains a big challenge in the field of pharmacology. This applies especially for the discovering of the possible mechanism of action. With respect to the brain, surrogate parameters may be very helpful. Non-invasive pharmaco-EEG has been proven to provide valid information on drug effects in general. Fast dynamic EEG recording with epoch length of 364 ms has now been achieved in combination with Eye-Tracking in order to elucidate single scenes during cognitive and emotional challenges (EnkephaloVision). The present investigation deals with the psychophysiological characterization of the effect of a plant-derived preparation marketed in Germany under the name of PASCOFLAIR® containing 425 mg of passionflower extract in subjects suffering from examination anxiety. Forty healthy volunteer subjects (17 men and 23 woman), with ages varying between 18 and 40 years (26 ± 6.726 for men and 25 ± 5.397 for women) were included into the study when having a score higher than 60 in the PAF (PrÜfungsangstfragebogen). Spectral power analysis of pre-drug data with respect to beta waves revealed a significant correlation to the score of the PAF. Increases of delta, theta and beta waves as induced by 4 cognitive and 4 emotional challenges were attenuated in the presence of 2 tablets of PASCOFLAIR® already 45 minutes after intake in a statistically significant manner in comparison to placebo. Regarding attenuation of beta1 and beta2 spectral power, effects on glutamatergic and GABAergic neurotransmission, respectively, can be suspected according to our knowledge of frequency—transmitter relations. Accordingly, this attenuation must be interpreted as ability to counteract examination induced stress symptoms. Results confirm and extend earlier experimental data showing a calming action of PASCOFLAIR®.
文摘Subjects suffering from anxiety during examinations often take drugs with considerable side effects. As alternative, homeopathic preparations virtually lack side effects in general. However, clinical efficacy has to be demonstrated. This experimental series was initiated to provide evidence, that Calmvalera Hevert tablets, marketed for treatment of nervous restlessness and better coping with stress, have an influence on brain electric activity. In order to test this, a new clinical design was used: “EnkephaloVision”. It consists of the combination of quantitative EEG recording with time epochs of 364 ms (Neurocode-Tracking) with conventional Eye-Tracking. Seventeen channels of EEG and one channel EOG were recorded. After frequency analysis (FFT) current source density was calculated. Recording was performed in the presence of a video clip, which contained several different cognitive and emotional challenges in series. Twenty-four male and female subjects having a score >60 in an anxiety questionnaire (Prüfungsangstfragebogen PAF-S) were recruited to participate. A correlation between the Hamilton anxiety score and spectral alpha1 power during the recording condition “eyes open” before drug intake was detected. Spectral power was averaged including C<sub>z</sub>, F<sub>3</sub> and F<sub>4</sub> electrode positions. Audiovisual challenges induced spectral changes with respect to delta, theta and beta power, not in the alpha ranges, to a different but statistically significant degree. Intake of Calmvalera Hevert tablets resulted in statistically significant increases of alpha1 and alpha2 spectral power during most of the recording conditions within the left hemisphere. Increases of alpha activity have been related to relaxation and calmness as reported in the literature. Discriminant analysis of the whole data set revealed a clear difference between verum and placebo and a projection of the data into the vicinity of other plant-derived calming preparations. Performance of psychometric tasks was not disturbed. Efficacy of Calmvalera Hevert tablets points to active molecules contained due to low triturations (D2 - D8).
