6. Neuromarketing
Neuroscientific Methods
Neuronal ActivityWithin The
Brain (CNS)
Electroencephalogram(EEG)
Magnetoencephalography(MEG)
SteadyStateTopography(SST)
FunctionalMagneticResonance
Imaging(fMRI)
Positron-emissionTomography
(PET)
Neuronal Activity of
The Peripheral
Nervous System (NPS)
Electrocardiogram(ECG)
GalvanicSkinResponse(GSR)
FacialCoding(FC)
FacialElectromyography(FEMG)
OtherTechniques
EyeTracking (ET)
StationaryEye-tracker
Eye-trackerGlasses
Eye-trackersinVRGlasses
Eye-trackingThroughWebcams
Implicit
Response
Test (IRT)
SemanticPriming
VisualPriming
Indoor
Positioning
Systems
Beacons(GPSBased)
Video(CameraLocation)
Neckly(GPSBasedonUWB)
7. Facial Coding
โข Facial Action Coding System (FACS)
โข Action Units (AU)
โข Action Descriptors (AD)
โข Intensity Scoring
โข A Trace
โข B Slight
โข C Marked or pronounced
โข D Severe or extreme
โข E Maximum
โข EMFACS (Emotional Facial Action Coding System)
8.
9. Facial Action Coding System (FACS)
Motion Action Units Description
Happiness 6+12 Cheek Raiser, Lip Corner Puller
Sadness 1+4+15 Inner Brow Raiser, Brow Lowerer, Lip Corner Depressor
Surprise 1+2+5+26
Inner Brow Raiser, Outer Brow Raiser, Upper Lid Raiser, Jaw
Drop
Fear 1+2+4+5+7+20+26
Inner Brow Raiser, Outer Brow Raiser, Brow Lowerer, Upper Lid
Raiser, Lid Tightener, Lip Stretcher, Jaw Drop
Anger 4+5+7+23 Brow Lowerer, Upper Lid Raiser, Lid Tightener, Lip Tightener
Disgust 9+15+16 Nose Wrinkler, Lip Corner Depressor, Lower Lip Depressor
Contempt
12+14
(on one side of the face)
Lip Corner Puller, Dimpler
13. Human Processor Model
Parameter Mean Range
Eye movement time 230 ms 70-700 ms
Decay half-life of visual image storage 200 ms 90-1000 ms
Visual Capacity 17 letters 7-17 letters
Decay half-life of auditory storage 1500 ms 90-3500 ms
Auditory Capacity 5 letters 4.4-6.2 letters
Perceptual processor cycle time 100 ms 50-200 ms
Cognitive processor cycle time 70 ms 25-170 ms
Motor processor cycle time 70 ms 30-100 ms
Effective working memory capacity 7 chunks 5-9 chunks
Pure working memory capacity 3 chunks 2.5-4.2 chunks
Decay half-life of working memory 7 sec 5-226 sec
Decay half-life of 1 chunk working memory 73 sec 73-226 sec
Decay half-life of 3 chunks working memory 7 sec 5-34 sec