SSPT EEG Analysis for Advertisement Effectiveness
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Solution Overview
Problem
Current methods for evaluating the effectiveness of advertisements rely heavily on verbal responses from focus groups and interviews, which are inadequate in measuring emotional states and memory encoding, as they do not accurately reflect the psychological states elicited by advertisements.
Innovation Solution
A method and system using Steady State Probe Topography (SSPT) to measure brain activity, specifically EEG signals, to determine cognitive and emotional states during advertisement exposure, focusing on memory encoding during branding, by calculating SSVEP amplitudes and phase differences from predetermined scalp sites and pooling data from multiple subjects.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If verbal response methods (focus groups, interviews) are used to evaluate advertisement effectiveness, then the evaluation process is simple and inexpensive, but the measurement precision of psychological states is insufficient
Solution Approach 1:
The patent replaces subjective verbal response methods with objective physiological measurement systems. Specifically, it uses EEG (electroencephalogram) and fMRI (functional magnetic resonance imaging) technologies to detect brain activity patterns, substituting the mechanical/subjective process of verbal reporting with physiological measurement systems that directly observe neural responses to advertisements.
Solution Approach 2:
The patent introduces physiological signals (EEG brain waves, fMRI blood flow patterns) as intermediary indicators between the advertisement stimulus and the psychological state measurement. These physiological intermediaries provide objective, quantifiable data about cognitive processing, emotional arousal, and memory encoding that cannot be obtained through direct verbal reporting alone.
2Measurement precision
If brain activity measurement techniques are used to accurately measure psychological states, then the measurement precision improves, but the device complexity and cost increase
Solution Approach 1:
The patent employs dynamic stimulus protocols where advertisements are presented with varying parameters (duration, intensity, repetition) and physiological responses are measured in real-time. The evaluation system dynamically adjusts stimulus presentation based on observed brain activity patterns, allowing for optimized measurement of specific psychological states like memory encoding or emotional engagement during different phases of advertisement exposure.
3Measurement precision
If detailed brain region analysis is performed to identify specific psychological states, then the measurement precision increases, but the difficulty of detecting and measuring increases
Solution Approach 1:
The patent segments the brain into functionally distinct regions (prefrontal cortex, amygdala, hippocampus, occipital lobe, etc.) and analyzes activity patterns in each region separately. By dividing the complex brain into manageable functional segments, the system can identify specific psychological states through localized neural responses - for example, detecting memory encoding through hippocampal activity or emotional arousal through amygdala responses.
Solution Approach 2:
The patent applies local quality analysis by examining specific brain regions for their unique functional characteristics. Different spatial locations in the brain are analyzed for their specific response patterns - visual cortex for attention to visual features, temporal lobes for auditory processing, frontal regions for cognitive evaluation. This localized analysis enables precise identification of which psychological processes are activated by specific advertisement elements.
Applied Scientific Principles
This section explains which scientific principles are used to turn an abstract innovation direction into a practical engineering solution.
Function Achieved in This Case
Enables a quantitative assessment of advertisement effectiveness by identifying intended psychological states, such as visual attention, emotional intensity, and behavioral intent, ensuring that branding information is effectively encoded in long-term memory, thereby improving advertising impact.
Implementation Method 1
obtainment of electroencephalogram (EEG) signals which represent electrical activity of the brain
Implementation Method 2
Brain activity is measured using a technique termed Steady State Probe Topography (SSPT)... calculating SSVEP amplitudes and phase differences
Data Source
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Figure 3A~3B
AI summary
A method of quantitatively assessing the effectiveness of an audiovisual, visual or audio advertisement including the steps of: presenting the advertisement to a plurality of subjects, the advertisement having a sequence of audiovisual, visual and/or audio features which occur as a function of time; obtaining, during presentation of the advertisement, EEG signals from the subjects from predetermined scalp sites thereof; calculating SSVEP amplitudes and/or phase differences from EEG signals obtained from the predetermined scalp sites in order to obtain output signals which represent predetermined psychological states of each subject to the features as a function of time; combining the output signals from the subjects to obtain pooled output signals; and displaying the pooled output signals to thereby enable quantitative assessment of the subjects' responses to the features of the advertisement in order to assess the effectiveness of the features of the advertisement.