Authors: Kesra Nermend & Mateusz Piwowarski
Abstract: The development of Cognitive Neuroscience Techniques application in the recent period and their usage in various areas of knowledge has allowed us to understand cognitive processes related to the human brain functioning. They allow us to better understand human behavior, when they make decisions. This study refers to the experiment participant’s examination during the selection of the product according to their preferences by means of modern neuroscience techniques. In addition, it has been checked how quickly the experiment participants become subject to fatigue in the course the decision-making process and the decision analysis. The individual shots of the advertising spot (saving electricity) were also verified with regard to their impact on remembering the recipient. In the experiment, data required to analyze the experiment participant’s preferences where registered by means of electroencephalogram (EEG), the measurement of galvanic skin response (GSR) and heart rate (HR).
Keywords: Cognitive Neuroscience, Behavioural Aspects, EEG, GSR, HR, Decision Making Support, Social Advertisement
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International Journal of Social Sciences & Educational Studies
ISSN 2520-0968 (Online), ISSN 2409-1294 (Print), September 2018, Vol.5, No.1