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Scientific Research

Date published: 7th October 2016 Article, Neuroscience, PDF

Dopaminergic modulation of default mode network brain functional connectivity in attention deficit hyperactivity disorder

Abstract Introduction: Recent evidence suggests that attention deficit hyperactivity disorder (ADHD) is associated with a range of brain functional connectivity abnormalities, with one of the most prominent being reduced inhibition of the default mode network (DMN) while performing a cognitive task. In this study, we examine the effects of a methylphenidate dose on brain functional connectivity in boys diagnosed…

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Date published: 7th October 2016 Article, Neuroscience, PDF

Brain functional connectivity abnormalities in attention-deficit hyperactivity disorder

Abstract Introduction: Recent evidence suggests that attention-deficit hyperactivity disorder (ADHD) is associated with brain functional connectivity (FC) abnormalities. Methods: In this study, we use steady-state visually evoked potential event-related partial coherence as a measure of brain FC to examine functional connectivity differences between a typically developing (TD) group of 25 boys and an age/IQ-matched group of 42 drug naive boys newly…

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Date published: 10th February 2016 Advertising, Article, Neuroscience, PDF

Measuring Emotion In Advertising Research

With the current interest in the role of emotion in advertising and advertising research, there has been an increasing interest in the use of various brain activity measures to access nonverbal emotional responses. One such approach relies on measuring the difference between left and right hemisphere prefrontal cortical activity to assess like and dislike. This…

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Date published: 17th July 2015 Advertising, Article, Neuroscience, PDF

Brain activity correlates of consumer brand choice shift associated with television advertising

Abstract This study uses brain activity measures to examine the relationship between television advertising and changes in consumer brand preference. Prior to and after viewing a television programme that included grocery advertisements 198 right-handed females selected six ‘door prizes’ from six grocery categories. One of the advertisements featured a jam that was available as a…

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Date published: 17th July 2015 Advertising, Article, Neuroscience, PDF

Brain-imaging detection of visual scene encoding in long-term memory for TV commercials

Abstract Brain imaging, by steady-state probe topography, was used to investigate whether a distinct pattern of brain electrical activity in the ieft or right frontal hemispheres could identify which frames from new TV commercials would be recognized by consumers in an unannounced recognition test one week later. First, confirming previous research, video scenes held on-screen…

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Date published: 17th July 2015 Advertising, Article, Neuroscience, PDF

Conceptual closure: The impact of event boundaries on long-term memory encoding and advertising effectiveness

Abstract This paper introduces the idea of ‘conceptual closure’ in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness. In studies of brain activity correlates of television advertising, the authors observed a phenomenon termed ‘conceptual closure’: transient (1–2 second) drops in attention and long-term memory encoding at…

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Date published: 17th July 2015 Article, Neuroscience, PDF

The Power of Social Television: Can Social Media Build Viewer Engagement? A New Approach to Brain Imaging of Viewer Immersion

Abstract Marketers everywhere are paying close attention to radical changes in consumer behavior and engagement provoked by the rise of digital technology. In today’s household, it is a common occurrence to share viewing experience across at least two screens: the television and secondary Internet-enabled devices. The current study used Steady State Topography (SST), a brain-activity…

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Date published: 17th July 2015 Advertising, Article, Neuroscience

The Neuroscience of Social Television

Book Chapter in Handbook of Research on Integrating Social Media into Strategic Marketing – Nick Hajli ed. Book Description To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook…

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Date published: 17th July 2015 Article, Neuroscience, PDF

Steady state visually evoked potential (SSVEP) topography in a graded working memory task

Abstract The steady state visually evoked potential (SSVEP) elicited by a diffuse 13-Hz visual flicker was recorded from 64 scalp sites in 30 subjects performing a low and high demand version of an object working memory task. During the perceptual component of the task, the SSVEP amplitude was reduced at left and right parieto-occipital sites.…

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Date published: 17th July 2015 Article, Neuroscience, PDF

On the Relationship of Synaptic Activity to Macroscopic Measurements: Does Co-Registration of EEG with fMRI Make Sense?

ABSTRACT   A two-scale theoretical description outlines relationships between brain current sources and the resulting extracranial electric field, recorded as EEG. Finding unknown sources of EEG, the so-calledg “inverse problem”, is discussed in general terms, with emphasis on the fundamental non-uniqueness of inverse solutions. Hemodynamic signatures, measured with fMRI, are expressed as voxel integrals to…

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