KEDRI - the Knowledge Engineering and Discovery Research Institute of Auckland University of Technology was established in June 2002 and since then has been developing novel information processing methods, technologies and their applications to enhance discoveries across different areas of science and engineering. The methods are mainly based on principles from Nature, such as brain information processing, evolution, genetics, quantum physics.
Browsing KEDRI - the Knowledge Engineering and Discovery Research Institute by Author "Amanzadeh Oghaz, T"
(Guilan University of Medical Sciences, and co-published by Negah Institute for Scientific Communication, 2019-01-01) Nazari, MA; Salehi Fadardi, J; Gholami Doborjeh, Z; Amanzadeh Oghaz, T; Saeedi, MT; Yazdi, SAA
Background: In human behavior study, by peering directly into the brain and assessing distinct patterns, evoked neurons and neuron spike can be more understandable by taking advantages of accurate brain analysis.
Objectives: We investigated the role of Event Related Potentials (ERPs) in pre-comprehension processing of consumers to marketing logos.
Materials and Methods: In the framework of an experimental design, twenty-six right-handed volunteers (13 men, 13 women) participated in 2013 in the University of Tabriz. An individual task with a presentation of familiar vs. unfamiliar logos was designed. Stimuli were displayed on a monitor controlled by a PC using the Mitsar® stimulus presentation system PsyTask. Statistical analyses of ERPs data were analyzed by repeated measures ANOVA.
Results: Our results showed, when subjects were dealing with familiar logos, higher peak amplitude for the N1 component in right hemisphere of the brain can be observed. These variations on averages of early components of ERPs in occipital lobe can be referred to the pre-perceptual brain activities.
Conclusion: Investigating early components of ERP can be utilized further as an effective factor in prediction of the consumers ‘preference particularly in neuromarketing field.