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정보전달형 TV광고와 감성유발형 TV광고의 뇌파반응 비교
김정룡,박지수,김미숙,Kim, Jeong-Ryong,Park, Ji-Su,Kim, Mi-Suk 대한인간공학회 2003 大韓人間工學會誌 Vol.22 No.4
This study has investigated psychological responses to various TV advertisements by using EEG(electroencephalogram). In particular, it was assumed that the brain wave would show different patterns depending upon the style of the advertisement that could be categorized into two such as 'information transfer' type and 'emotional reaction' type. Ten healthy males participated in the experiment. EEG signal was extracted from six lobes such as right and left frontal, right and left occipital, right and left temporal while the subjects were watching TV advertisements. Alpha and beta relative power spectrum, and beta/alpha parameter were calculated to compare two kinds of advertisement each other. Additionally, subjective questionnaire was used to examine subject's response by using adjective words and preference test. In result, significant differences were found in left frontal and right occipital lobe in terms of beta/alpha between two different advertisements. And, subjects showed different preference between two advertisements. It was shown that the current method could analyze the brain reaction to advertisement quantitatively, that presented the possibility of using it to marketing research.
김정룡,김동준 한국경영과학회 2015 한국경영과학회 학술대회논문집 Vol.2015 No.4
The purpose of this study is to validate the driver arousal assessment model developed by using highway driving simulator. In previous study, we developed a driver arousal assessment model by using psychophysiological and driving performance signal extracted from simulation experiment. In this paper, we examined to find difference between KSS (Karolinska sleepiness scale) and PKSS (predicted KSS). MP150 and facelab were used to extract EEG and eye movement. Seven subjects participated in this validation study. Psychophysiological signals were measured during driving from Donggunsan IC to Julpo IC. Data were collected in different time windows to observe the KSS change during driving. In result, 2 min 20 sec time window is the most suitable to observe the moving trend of driver’s arousal level. PKSS is scored higher than KSS by 2.8 point presumably due to the low frequency noise from the automobile with the adjustment, the model.