Cognitive Neuroscience Techniques in Supporting Decision Making and the Analysis of Social Campaign

• Published in: International Journal of Social Sciences & Educational Studies Vol. 5; no. 1; pp. 122 - 132
• Main Authors: Nermend, Kesra, Piwowarski, Mateusz
• Format: Journal Article
• Language: English
• Published: Erbil Ishik University 01.01.2018; Tishk International University
• Subjects: Behavioural Aspects; Cognitive Neuroscience; Decision making; Decision Making Support; EEG; Experiments; GSR; Neurosciences; Social Advertisement
• ISSN: 2409-1294; 2520-0968; 2409-1294
• DOI: 10.23918/ijsses.v5i1p122

The development of Cognitive Neuroscience Techniques application in the recent period and their usage in various areas of knowledge has allowed us to understand cognitive processes related to the human brain functioning. They allow us to better understand human behavior, when they make decisions. This study refers to the experiment participant’s examination during the selection of the product according to their preferences by means of modern neuroscience techniques. In addition, it has been checked how quickly the experiment participants become subject to fatigue in the course the decision-making process and the decision analysis. The individual shots of the advertising spot (saving electricity) were also verified with regard to their impact on remembering the recipient. In the experiment, data required to analyze the experiment participant’s preferences where registered by means of electroencephalogram (EEG), the measurement of galvanic skin response (GSR) and heart rate (HR).