In the #2 installment of the Neuroergonomics Conference webinar series, Dr. Anne-Marie Brouwer (TNO, The Netherlands) will moderate a special series of talks that explain the domain of “Consumer Neuroergonomics”.
How can Neuroergonomics add value to current practices and industry standards of evaluating products, services, and systems? Can neuroscience help us determine if a product could enhance the well-being or performance of its targeted users? What are some of the key challenges in ensuring field validity of laboratory findings?
Date: 5 Jan 2021
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We realized that the times for EDT were wrongly advertised and, hence, it should have been listed 1 hour earlier. We apologize to those who turned up and did not get to see their intended talks. We post the recorded talks on our YouTube channel in the following weeks. Thank you for your patience and our apologies for this error.
Anne-Marie Brouwer (TNO, The Netherlands)
fNIRS in Neuroergonomics
fNIRS (functional near-infrared spectroscopy), an optical neuroimaging method for measuring cortical hemodynamics, offering compact and portable instruments with low running costs, allows various neurocognitive experiments to be conducted in relatively unrestricted and natural environments, thereby presenting huge potential for neuroergonomic applications. Owing to its flexible features, fNIRS has been employed in a wide range of applications, which are beyond the reach of conventional neuroimaging modalities. But to what extent? It is important to know what fNIRS can and cannot do. In this lecture, I will introduce several tips to make the full use of fNIRS for neuroergonomic applications to come.
A Fascinating but Risky Case of Reverse Inference: From Measures to Emotions!
Inferring emotions based on accessible signals is a tendency that we have both as social individuals and as scientists. Academia and industry have developed methods and devices aimed at detecting specific emotions (e.g., joy, anger or fear) based on physiological or behavioral signals. The talk will argue that this is currently a risky path to be taken in terms of scientific validity. Using measures to test hypotheses concerning emotions is efficient, but going backward – using measures to infer emotions – is risky. I will also argue that ways to circumvent this reverse inference issue include making use of converging evidence across the five components of emotion (cognitive appraisal, action tendency, expression, physiological reaction and feelings), and investing even more in methodological developments.
Neuromarketing Perspective in Products & Marketing Messages Perception
As consumers we make dozens of choices every day, and we are continuously exposed to several kinds of advertisement that could influence our behaviour. In the talk I discuss neurophysiological correlates occurring when we pick one among analogue products, neurophysiological reactions toward novel and foreign products, or when watching a commercial.