From General to Specific
| العنوان: | From General to Specific |
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| المؤلفون: | Adriane B. Randolph, Janée N. Burkhalter |
| المصدر: | International Journal of Business Intelligence Research. 7:32-49 |
| بيانات النشر: | IGI Global, 2016. |
| سنة النشر: | 2016 |
| مصطلحات موضوعية: | Information Systems and Management, medicine.diagnostic_test, business.industry, media_common.quotation_subject, 05 social sciences, Neuromarketing, Electroencephalography, Neurophysiology, Literacy, Management Information Systems, Media consumption, Arousal, 03 medical and health sciences, 0302 clinical medicine, 0502 economics and business, Business intelligence, medicine, 050211 marketing, Statistics, Probability and Uncertainty, Neuroeconomics, business, Psychology, 030217 neurology & neurosurgery, Cognitive psychology, media_common |
| الوصف: | Neurophysiological methods and recording techniques are increasingly being embraced to enhance business intelligence about consumers' behavior. Researchers have found evidence linking individual characteristics with variations in mental processing and user literacy for neurally-controlling computer interfaces. The work presented here seeks to better understand the relationship between individual characteristics and neural activations as recorded by electroencephalography (EEG) while participants viewed certain types of media online. A study conducted with 21 right-handed individuals demonstrates that the individual characteristics of smoking, hand dexterity, and experience playing certain types of video games correlate with neural activations in the frontal lobe, reflecting arousal and engagement. These correlations indicate the need to control for particular participant characteristics when conducting studies using neurophysiological recording techniques and expand considerations for incorporating such novel, yet insightful tools into the business intelligence practice. |
| تدمد: | 1947-3605 1947-3591 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::80ed7ce7bf7c63053be5a062aa906468 https://doi.org/10.4018/ijbir.2016070103 |
| رقم الأكسشن: | edsair.doi...........80ed7ce7bf7c63053be5a062aa906468 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 19473605 19473591 |
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