NeuroMkt

How do we communicate a (advertising) message? Is the message interesting to the recipient? Does the message tire the recipient? Does it cause negative or positive emotions? During the creation of an (advertising) message, the author / constructor of the message should respond to the above queries. In this work, we propose a multimodal and adaptive Brain-Computer Interface that will help us to answer, in part, the above questions. This system will give us information about what a message communicate, the emotions it causes, the focus of the message, if the message is interesting. Emotions play an important role in human knowledge, perception, decision making and interaction. Particularly, positive feelings can play a crucial role in the process of creating effective associations between the message and the recipient. Neuroscience helps us to decode (and study) these associations between the message and the recipient. The behavior and cognitive status of the recipient can be assessed, in part, by its “normal” responses, which can be measured by appropriate sensors. The aim of the project is to create a Multimodal Brain-Computer Interface that will enable us to assess the Psychosocial Status of the Receiver of a Message.

CERTH team is responsible for the management of scientific and technical aspects of the project and has a critical role in the project by leading actions and tasks related to EEG and ET analysis, to the creation of brain computer interfaces and to the execution of experiments.

Consortium

Information Technologies institute (ITI), Center for Research and Technology Hellas (CERTH) (Coordinator)
School of Journalism and Mass Communications, AUTH
ΜΜS DIAFIMISTIKI A.Ε.
MASOUTIS Α.Ε.