attention - CommonSpaces

Transcript

Methodology and experimental setup for
neuromarketing studies
Prof. Fabio Babiloni
Dept. Molecular Medicine, University of Rome
«Sapienza», Rome, Italy
BrainSigns srl, Rome, Italy
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Introduction to the neuromarketing
techniques for the evaluation of the
commercial advertisings
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Babiloni: Corso di Neuroeconomia e Neuromarkerting
Devices used for the collection of the cerebral
activity in response to external stimuli
EEG
Electroencephalography
EKG
Heart Rate (HR) and Galvanic
Skin Response (GSR)
Mounting Electrode Cap
Eye-Tracker
Biometric recording in different
contest for different goals
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METHODOLOGY:
How to measure the relevant variables for
the evaluation of commercial advertising
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These variables can be measured during the
evaluation of the commercial advertising by
using EEG, HR and GSR
Approach
Withdrawal
Interest
Memory
Attenzione
Attention
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Emotion
Neuroscience and marketing science: a
possible marriage
• A neuromarketing research performs typically a collection of
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relevant consumer’s neurophysiologic signals subjected to
an advertising sensory stimulation (i.e. a videoclip, a picture
etc)
 Electroencephalography
(EEG) is the recording of the
electrical brain activity through a net of sensors posed on
the subject’s head.
Returns information about the
«cognitive» processes undergoing during the adv
observation.
 Heart Rate (HR) , and/or Skin Conductance (Galvanic
Skin Response; GSR) signals could be also recorded in
order to collect answers from the sympathetic and
parasympathetic nervous system, linked with the perceived
«emotional response» during the adv observation
•
Neurophysiological signals gathered (EEG, HR, GSR) return
information about the different memorization, attention and
emotional perception of the adv
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Electroencephalographic techniques are able
to track cognitive attention and memorization
for ads
•
•
•
High resolution EEG techniques are able to return
accurate information about the cerebral spatiotemporal activity during the observation of sensory
percepts in humans (Babiloni et al., 1996; 2003;
2005)
Several papers have been demonstrated that existing
a strict link between the EEG activity in a particular
set of frequency bands (theta, beta, gamma) and
particular cognitive event such as visual attention
and memorization (from minutes to several hours
based; Klimesh et al, 1999; Summerfield et al, 2005)
It is hence possible to use the EEG technology and
the variation of the power spectra in those frequency
bands to track time-dependent changes of
visual attention and memorization during the
sensory perception of commercial ads (De Vico
Fallani et al., 2008; Astolfi et al., 2008; Vecchiato et
al., 2009)
Summerfield, C., Mangels, J.A. Coherent
theta-band activity predicts item-context
binding during encoding. NeuroImage
24,692–703 2005.
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Detail of the methodology and reason why’s to
use one or other techniques (in our case EEG, GSR
and HR instead fMRI)
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It is possible to use the joint EEG, GSR and HR
measurements for the detection of cerebral variables
related to attention, memorization and emotive engage for
different reasons listed below.
EEG, GSR and HR techniques have the necessary timeresolution to follow the brain processes. In fact these
EEG has a time resolution very high (fraction of second
versus ten seconds as for hemodynamic measurements;
i.e fMRI).
They return information on different aspects of the
cerebral activity, i.e EEG returns information on
attention and memorization processes, while GSR and
HR returns information on the emotive engage. The
nature of these variables are multidimensional, and
measuring only the cerebral aspect with the hemodynamic
part is not complete nor useful.
Such techniques are portable and could be applied in
a naturalistic context to measure the subject during
exposition to faces, products or video related to marketing
activities, or even during focus group or observation of
products in POS.
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EEG
device
GSR and HR
device
Portability of EEG and possibility to estimate
cortical activity using realistic model of the
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head
Misurare lo stato interno durante la fruizione di
un percetto sensoriale
Es: Spot TV
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Raccolta dell’attività cerebrale
Come: EEG
Cosa dà:
– Attenzione
– Memorizzazione
Raccolta della risposta emotiva
Soggetto
Test
Come: Risposte corporee
(sudorazione, battito cardiaco)
Cosa dà: Sfumature emotive
Acquisizione ed elaborazione dei dati biometrici
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A reduced set of electrodes is sufficient if episodic memory
and focusing attention are the target variables to be used
in neuromarketing experiments
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Episodic memory processes are generated in the
prefrontal cortices and have a counterpart in theta
frequency band (Klimesh, 1999; Summerfield et al.,
2005)
In addition, the frontal cerebral systems are those
engaged in the maintenance of the attentional focus
while posterior systems are responsible for the switch of
the attention in humans (Posner), in the alpha2
frequency band.
Thus, in the case in which memory encoding of the
observed percept is looked for the sampling of the
cerebral frontal areas is sufficient.
For this reason a subset of frontal electrodes of the 1010 International system has been adopted for the
collection of the cerebral data in our recordings
In addition, available data from literature (Davidson,
1990, 1994, 1997 and successives) suggest how frontal
cerebral cortices are also engaged in appreciation of the
sensory percepts, as observed by using EEG data.
The unbalance of the spectral EEG power in the alpha
frequency band is related to the approach/withdrawal
behavior and to the interest variable employed
EEG
cap
EEG
device
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GSR and HR device
TV spot
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Print matters
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Variation of the EEG tracks attention and
memorization during observation of sensory
percepts
•
We demonstrated and published that it is
possible to detect signs of
memorization for commercial ads by
using EEG (Astolfi et al 2009, Vecchiato
et al, 2009, 2010, 2011).
• In the figure on the right, the red areas
of the brain, viewed in a frontal
perspective, highlight the cortical areas
in which the activity during the
observation of commercial ad that will
remembered are higher when
compared to the cerebral areas activated
during the observation of forgotten ads.
• Time varying spectral power of the
recorded EEG traces are statistically
linked with the memorization and
attention during the ads
• We hence used statistically significant
EEG activity when compared to the
baseline activity of the subject to track in
time such cognitive variables.
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Tracking the cerebral activity during the
observation of a commercial ad in different
groups
Less activation on cerebral areas during brand exposition in population 1
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More activation during the brand exposition on population 2
The analysis performed and the typical outputs
• Recorded
•
•
•
•
•
the electroencephalographic EEG
activity through a cap of electrodes in a non
invasive way.
Used realistic head models of head as volume
conductor to assess the brain activity in the
appropriate cortical areas.
Used the collection of the heart rate (HR)
through two electrodes placed on the left hand
and right hand of the subject to assess the
emotional state.
Used the collection of the galvanic skin response
(GSR) to assess the state of stress of the
subject on the left hand.
If required (optional solution), used a eyetracking device for the monitoring of the eyegaze position during the video observation.
Spectral analysis of the EEG waveforms, and of
the HR, GSR signals will be used and the results
could be integrated with the eye-tracking in
form of time-varying outputs for the indexes AI,
MI, EE during the spot.
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Summary: EEG, GSR and HR signals are able to track
time-varying cognitive and emotional states
•
•
•
•
•
At the end of this section we illustrated how
modern neuroelectrical imaging techniques
are able to track cognitive cerebral activity
with high temporal (milliseconds) and
spatial resolution (at the level of Brodmann
areas).
This statement is supported by more than
100 specific papers in scientific literature in
the last 5 years (make a search for LORETA
or high res on MEDLINE).
With the EEG techniques is thus possible to
track signs of memorization and
attention on a msec base.
With the use of Heart Rate and the
Galvanic Skin Response is possible to
infer the emotional state of the subject.
On the right figure is presented an example
of the track of emotionall activity during
observation of a commercial clip, in color
statistical significant activity with respect to
the baseline (watching a documentary).
Vecchiato et al,Computational intelligence
and neuroscience, 2009
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Details on the measurement of a baseline
•
•
•
•
•
•
The measuring and the definition of the baseline is fundamental in neuroscience experiments.
In our application of the EEG, GSR and HR measurements the baseline will be that recorded by
the same subject being exposed to the same class of stimuli related to the marketing
experiments but without their informative content.
In other words, we need to remove all the confounds (variables that are not modelled in the
experiment) by including them in the baseline.
An example could help. Suppose to want collect EEG, GSR and HR data related to the observation
of a commercial ads. There are a lot of variables that cannot be controlled, such as the person’s
arousal in that moment of the day, his/her particular internal state (happy, not happy, bored etc).
Hence, we need not only to collect the EEG, GSR and HR data while the subject is viewing
nothing and successively when he view the ad, but we need to collect his/her cerebral and
autonomic data while he/she is viewing the TV but without the ad of interest, for instance a
documentary or a film.
In this way all the same variables related to the sitting in front of a screen, viewing something in
TV, etc, are paired and remains only the differences between what has been viewed.
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The control of individual differences
•
How is it possible to control the individual differences
that could be so high between subjects? In fact, each
persons arrive at the recording site with his/her personal blood
pressure, heart rate, level of arousal etc etc. If we made an
average of these values, we will get a great standard deviation
(or variance) of the measured data.
•
The use of gaussian z-score statistic allow to remove the
dependence of the collected data from the individual variations.
In particular, the new data are obtained in this way for instance
for the HR data of each participant to the test.
•
First, the mean HR and its standard value during the baseline
condition has to be computed (mHR, sHR).
•
Then, on the actual values of HR during the test the following
transformation applies
•
ZHR data = (actual value of HR data – mHR) / sHR
•
The new ZHR variable is statistically significant if is superior to
1.96, is sommable with the other z-scores obtained in the other
subjects belonging to the same population investigated.
•
The individual differences not related are removed since
each subject acts as a control of him/herself
HR 90
HR 120
HR 80
HR 70
HR 100
All these persons arrive to the test site
with different HR since each one is
different from the other
The same is true for the other cerebral 18
variables
How we are going to control individual differences and
avoid the impact of habituation
•
The use of z-score make possible to control the individual differences in a statistical sense. In this
proposal for all the variables gathered (i.e. EEG, GSR and HR) we will apply the z-score transformation.
•
Habituation is an important confound when the level of arousal of the person could change during the repetition
of boring task. In this respect, the only analytical way to take into account the fluctuations of the arousal is the
re-estimation of the baseline of the subject during the execution of the experimental task.
•
This will allow to the experimenters to re-compute the “baseline” for the subject during the test.
•
An example could explain better this procedure: suppose to record the GSR activity in a subject during a long
test. Before you measured the baseline A (Bs A in the figure). Then you start a test B (for instance the
manipulation of an object). If the test is long enough, it could be that the subject becames bored and its level of
arousal changes. In this case to take another baseline (removing the stimuli from the subject) will take into
account the habituation problem (Bs C). Then the test could continue (Test D). The values of the tests have to
take into account this change in baseline.
Test D
Test B
Bs C
GSR
Baseline is changed for habituation from A to C
Bs A
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Summary: EEG, GSR and HR signals are able to track
time-varying cognitive and emotional states
•Modern neuroelectrical imaging techniques
are able to track cognitive cerebral activity
with high temporal (milliseconds) and spatial
resolution (at the level of Brodmann areas)
•This statement is supported by more than
1000 specific papers in scientific literature in
the last 5 years (make a search for LORETA
or high res on MEDLINE)
•With the EEG techniques is possible to track
signs of memorization and attention on
a msec base
•With the use of Heart Rate and the
Galvanic Skin Response is possible to
infer the emotional state of the subject
•On the right figure is presented an example
of the track of cerebral activity during
observation of a commercial clip, in color
statistical significant activity with respect to
the baseline (watching a documentary)
20
Vecchiato et al,Computational intelligence
and neuroscience, 2009
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Misurare lo stato interno durante la fruizione di un
percetto sensoriale
Es: Spot TV
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Raccolta dell’attività cerebrale
Come: EEG
Cosa dà:
– Attenzione
– Memorizzazione
Raccolta della risposta emotiva
Soggetto
Test
Come: Risposte corporee
(sudorazione, battito cardiaco)
Cosa dà: Sfumature emotive
Acquisizione ed elaborazione dei dati biometrici
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Come si misura l’attività neuroelettrica …
…. mediante sensori cerebrali, cardiaci, e di conducibilità cutanea
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Filmato registrazione segnali fisiologici
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The measured cognitive and emotional variables can be represented
graphically
For the evalutation of the biometric response related to the observed TV commercials, we
estimate the memorization, attention, pleasentness and emotion indexes from the EEG gathered
traces.
 The memorization, pleasentness and attention indexes are estimated from the cerebral
activity measured from the frequency spectrum of the EEG signal (Babiloni et al., 2006).
Memorization
Pleasantness
Time
Time

Attention
Time
The emotion index is an indicator resulting from the combination of GSR and HR
signals, interpreted as the scale alongside (Vecchiato et al., 2009).
Emotion
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Time
Variation of the cerebral activity during the observation of a TV
Commercial advertising for an analyzed sample population
The cerebral activity above the red line (0 value)
indicates that the measured TV Commercial is
perceived by the analyzed population better than
baseline
The cerebral activity under the red line (0
value) indicates that the measured TV
Commercial is perceived by the analyzed
population worst than baseline
Time
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A TV Commercial can be analyzed frame by frame and in conceptual
sequence: the frame segments
In order to analyze the impact of the ad along the entire duration on the base of cerebral and
emotional activities, a video is usually divided in several logical phases named frame segments,
related to different conceptual task in the ad creativity.
The temporal duration of each segment is represented in figures below by a colored line/area.
Each temporal segment depends upon the TV Commercial; frequently the segments are like:
Introduction, when the TV ad begins; Testimonial, where the testimonial appears; Product,
devoted to presentation of the product or the service; Brand, with the appearance of the
Company’s logo; Tail, which is a segment sometimes closing the ad with a flash recall of the
narrative theme.
Introduction
Speaker
Testimonial
Product
Brand
Tutto
Time of the TV Commercial
Time of the TV Commercial
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Variation of memorization and attention indexes during
observation of sensory percepts
In order to indicate the best and the worst received parts of the brodcasted TV advertising on the
employed sample population indexes related to memorization and attention are used. Such indexes were
estimated second by second along the TV ads, or also along the “frame segments” of it.
In this graph the memorization index
increases until the product is presented. This
is good, because the subject memorizes
information related to the publicized product
or service.
Time
In this graph the attention index is low along the Tv
Commercial, particularly during the initial phase of
it. This is no good since it means that the attention
of the subjects is not captured when the TV ads
begins.
The testimonial frame segment (the yellow area) is
not high in attention and such index also decreases
when the brand is proposed.
In this case a different video montage or music
could be suggested to better capture the sample
attention.
Time

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Variation of pleasantness and emotion indexes during
observation of sensory percepts

Time
In this graph the pleasantness index during the
first phase of the testimonial (yellow area) is low.
This is not good since means that subjects watch
the TV ad without a particular pleasantness. The
Product part of the TV ads (the green area) is
observed with low pleasantness and also this is
not good.
Suggestions able to improve the quality of the TV
spot perception will be to cut the Introduction
and the first part of the testimonial appearance ,
to broadcast a reduced version of the TV ad.

The emotion index suggests that the initial part of
this TV ad is not emotionally engaging.
Emotion perceived by the analyzed subjects
increases in this particular TV ad only when the
product is presented and the brand is shown.
Suggestions able to improve the emotional quality
of the spot are related to the removal of the first
part of it.

Time

Suggestions for the company: the product or service promoted is good, but the company could improve the narrative27
plot of its TV Commercial by reducing its length, because the initial part is not well received by the target sample
When a TV advertising can be defined «a good advertising»?
Time
Time
This is a typical example of a good TV advertisement, because the memorization index increases
until the Product is presented in the clip. This is good, because the subject memorizes information
related to the product.
Also the pleasantness index is always positive along the TV ad. This means that the sample
subjects are very interested when they watch the TV ad.
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When a TV advertising can be defined «a bad advertising»?
Time

Time

This is the typical example of a bad advertising because the attention index decreases until the product
is presented. This is bad, because the subjects didn’t pay attention to the TV ad and especially to the
product phase (during the green zone the attention is below the 0).
Also the emotion index is always negative along the TV Ad. This is means that the subjects are not
engaged positively during their watch of the TV Ad.
Possible countermeasures to improve this situation could include the change of the music of the TV
advertising, as well the reduction of the final part of the testimonial presence on the screen.
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Two different emotional impacts: Cartier vs Prada parfum TV ads
In a TV commercial “Baiser Volé parfum by Cartier" a man
and a woman are dancing until a final sweet kiss. The
elegance of the spot lies in how everything was “hidden
finely”. At the end, the really beautiful couple comes out of
our field of vision, replaced by the parfum “Baiser Vole by
Cartier” like suggesting that it’comes out as the result of
their kiss. So the kiss is literally being stolen from our eyes
while a low voice whispers in our ears that to see the end of
the story we need to live it by buying the parfum.
The TV commercial “Prada Caddy parfum” shows the
protagonist while seemingly docile and submissive, follows
the piano lessons of his beautiful instructor, when suddenly,
tired of so much study, jumps on him and involves him with
her sex appeal in a crazy dance in the middle between a
dance and a fight!
Even the packaging of the perfume is engaging and lively, a
cylindrical bottle that holds the perfume, honey-colored,
with Prada written on a strip fuxia top.
Two emotional profiles different but in agreement with the campaigns styles: calm and positive the
atmosphere in Cartier ad, more lively and aggressive that in Prada ad.
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Tre variabili cerebrali per seguire l’impatto del
messaggio pubblicitario
•
E’ possibile seguire l’andamento dei processi di memorizzazione, attenzione e emozione
durante l’osservazione di un percetto sensoriale (un filmato TV).
•
Questi andamenti vengono restituiti come variazioni di segnali relativi a tutta la popolazione
analizzata.
ATTENZIONE
Alta
MEMORIZZAZIONE
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EMOZIONE
Alta
Bassa
Bassa
Tempo dello spot
Tempo dello spot
Tempo dello spot
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Dai pezzi del puzzle alla visione di insieme e viceversa
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Emozione
Memorizzazione
Tempo dello spot
Attenzione
Tempo dello spot
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Tempo dello spot
Dai pezzi del puzzle alla visione di insieme e
viceversa
Key frame
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Emozione
Memorizzazione
10
8
6
4
Attenzione
2
0
-2
1
3
5
7
9 11 13 15 17 19 21 23 25 27 29
-4
-6
-8
Tempo dello spot
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Quali risposte può fornire il neuromarketing
•Un percetto sensoriale osservato o fruito verrà ricordato?
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•Un percetto sensoriale ha provocato uno stato interno piacevole nel soggetto?
•Un percetto sensoriale è stato fruito con attenzione cognitiva da parte del soggetto?
•Se stiamo testando uno spot, è possibile sapere quali parti verranno ricordate meglio?
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Le informazioni che si ricavano e il loro impiego
•Applicando le tecniche di neuromarketing alla pubblicità si riesce a scoprire quali elementi di un
annuncio pubblicitario:
 hanno suscitato attenzione;
 hanno generato una traccia mnestica duratura;
 hanno indotto sensazione emotiva in linea con gli obbiettivi di comunicazione dell’azienda.
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•In questo modo è possibile intervenire, ad esempio, per selezionare le scene più efficaci di uno
spot, massimizzandone la resa, in generale, così come in logica di ottimizzazione dei formati (dalla
extended version a versioni ridotte).
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Uno studio pilota condotto nel 2010
Esperienze su spot italiani
Al fine di validare gli indicatori, tempo fa abbiamo realizzato uno studio consistente nella raccolta delle risposte
cerebrali e emotive di un campione di 40 soggetti adulti sottoposto alla visione di 40 spot reali di diverse
categorie appena pianificati in TV e mai visti dal campione. Questi spot sono stati trasmessi in break pubblicitari
all’interno di un documentario naturalistico della durata di circa 30’.
Dopo circa 60 minuti dalla fine della seduta di registrazione biometrica, il campione è stato interrogato su
Ricordo Spontaneo della pubblicità corretto (“[…] Lei si ricorda per caso qualche pubblicità e se si di quale
ente o marca?” ), riconoscimento e gradimento.
Per ogni singolo spot e soggetto sono stati analizzati i tracciati di attenzione, memorizzazione e
engagement, calcolati gli indicatori quantitativi IM, IA e IE e correlati con il ricordo.
L’unicità dello studio sta nel disporre di indicatori biometrici e di risposta verbale confrontabili in quanto ottenuti
con la stessa metodologia e all’interno dello stesso campione. Di seguito 3 evidenze interessanti.
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Esperienze
spotcoinvolgere
italiani
Lesson Learnt 1: Pochi
secondisuper
il
consumatore …
Durante la visione di uno spot da 30” in media 240 momenti di attenzione
vs. 27 momenti di memorizzazione.
Tradotto in tempo significa che una persona
davanti a uno spot da 30” in media
Mediamente una persona davanti a uno spot
dedica:
30” dedica …
– 2,3 sec di attenzione;
– 1,2 sec per la memorizzazione del contenuto.
sec
Cruciale che il brand o l’offerta siano compresi in questi pochi secondi.
sec
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spot italiani
Lesson Learnt 2: L’IMEsperienze
predice su
efficacemente
il ricordo di
uno spot
•C’è correlazione significativa tra l’Indice di Memorizzazione di uno spot e il numero di ricordanti il dato spot
nei test a posteriori.
•E’ pertanto significativa la valutazione su base “biometrica” in pre-test della probabilità di memorizzazione di
uno spot prima del suo impiego definitivo.
70%
Memorizzazione
bassa
Mem. m. bassa
Mem.
media
Mem.
sostenuta
Mem.
elevata
Spot 12
60%
Spot 13
50%
% Ricordo
Spot 6
40%
Spot 11
Spot 7
Spot 10
30%
Spot 5
Spot 8
Spot 3
Spot 9
20%
Spot 4
10%
y = 0,90x - 0,02
R² = 0,68 (p<0,01)
Spot 2
Media IM = 0,37
Media Ricordo = 31%
Spot 1
0%
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
IM
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The analysis of an advertising with the
neurometric: performance indexes
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Variations in time of Attentive Focus and
Memorization
•
In the example illustrated on the left it is possible to observe the variation in time of the attentive
focus (left panel) and the memorization index (right panel) for a commercial advertising broadcasted
in Italy. It is possible to note the peaks of attention and of the memorization along the time course of
the commercial spot.
•
By considering carefully that the memorization peaks are around different moments of the brand
presentation, it is possible to conclude that the spot is at least efficacy in promote the brand
awareness of the company.
•
In particular, from this case a significant increase of memorization (blu area on the right) is observed
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in the population during the Endorsment demonstration. A good sign for the spot.
Variations in time of emotions as captured by HR and GSR
• Emotions can be tracked in the affective plane by
the combined use of Heart Rate (HR) and Galvanic
Skin Response (or Electrodermal Activity).
• There exist a unique goniometric transformation
that report the angle related to the emotional
state in the affective plane to a value between 1
and -1.
• Such transformation is able to produce a signal
that runs across the time span of the advertising
and deflects toward the upper part of the drawing
plane if related to the «positive emotions» and
bends toward the bottom in the case of «bad
emotions».
• An example of this representation is depicted on
the right, where the sequence of emotional events
in a population during a 30’’ spot observation is
showed.
Emotional trend “Passa a TIM”
1° recording session
Noise of stone
Crashing the
window
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From (complex) time varying signals to (simple) indexes
•
To aid the process of information transfer from
researchers to the customers, the complex form of
the time varying indexes derived for tracking
memorization, attention and emotional variations along
the measured advertising were transformed in a
particular set of indexes able to return synthetic
information on the evaluated sensory percept.
•
One important issue is that such indexes could be
evaluated not only for the entire spot, but more
interestingly for particular segment of it.
•
In particular, the different part of the advertising
could be segmented in Service or Brand in order to
signal the portion of the spot in which a particular event
or person showed up:
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Three
Indices
to
measure and
performance
«picture»
spots
To provide customers with a simplified interpretation, i.e. Avoiding possible difficulties arising from
the analysis of complex primary data, results are merged in three performance indices, the
goal being providing our customers clear, intelligible results.
A.I.= ATTENTIONAL INDEX resulting from EEG recordings, measuring the degree of
attention of the individual towards the stimulus or the commercial. An indicator of the advert ability
to capture the attention (or its degree of appeal) and can be split in those stimulus elements that
most successfully attract consumers’ attention.
M.I. = MEMORIZATION INDEX of the stimulus, i.e. what consumers are truly going to
remember after being exposed to an advert. The IM derives from specific EEG frequency
ranges.
E.I. = EMOTIONAL INDEX calculated according to the Neurovegetative responses (GSR
and HR) to gauge emotions (pleasant or unpleasant …) actually experienced by a subject.
These three indices can be numerically treated and hence assessed according to a definite
numeric scale that can divided into the stimulus elements underpinning the percept.
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Performance Indices
IA
IM
IE
AI Attentional Index
0,45-0,6
0,3-0,45
<0,20
strong
average
medium to
low
lacking
>0,60
0,45-0,6
0,3-0,45
high
strong
average
medium to
0,2-0,30
low
<0,20
lacking
>0,9
Alert
+0,7
Euphoria
+0,5
Interest
+0,3
Serenity
+0,1
Calm
-0,1
Tiredness
-0,3
Detachment
-0,4
Indifference
-0,7
Stress
<-0,9
Tension
Unpleasant feelings
0,2-0,30
high
EE Emotional
Engagement Index
Pleasant feelings
>0,60
MI Memorization
Index
44
Representations oriented to the frames of
significant attention, memorization and
emotion indexes
Emotion
Memorization
Attention
45
The composition of all such aspects in
the keyframe concept
•
•
•
•
•
Keyframe represents the parts
of the spot that have good
values of these attentional,
memorization and emotional
indexes
Such keyframes are
represented in yellow under
the storyboard (1 second
resolution) of the video
analyzed
Grey frames represent part of
the video that are not
significant in the analyzed
components when compared
to the previous baseline
This representation returns a
synthetic view of what has
and what has not working in
the spot
Representation of such mixing
of indexes could be also
provided with a keyframe
signal
Emotion
Memorization
Attention
Key frame
46
Keyframe signals
0
Service period
Negative keyframes
Positive keyframes
• Keyframe signals represents
the parts of the spot that have
good values of these
attentional, memorization and
emotional indexes on a
subsecond basis
• They are derived from the
different cerebral and cardiac
as well as cutaneous signals
underlying the formation of EI,
AI and MI
• The capability to mix such
signals is due to the
transformation in gaussian
variable (z-score
transformation)
• Such z-scored variables are
hence sommable
• Numeric values of the
keyframe signals under the
different time segments of the
spot are then evaluated
47

attention - CommonSpaces

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