Facial EMG for Advertising Research
Facial electromyography (FEMG) was compared to the more commonly used EMG in an experimental context to indentify if there is a more accurate approach that can be taken by neurological researchers in the field of advertising. Authors Lajante et al. identified that there are short comings when utilizing EMG to provide insight on the emotional reactions of individuals to advertising content and that other methodological approaches could be beneficial. FEMG represents a closer analysis on subtle facial movements, through which there is the potential of signaling positive and negative emotions in very subtle facial motions or changes.
Comfortably seated in a laboratory setting, participants were fitted with electrodes and warned not to make unnecessary movements. EMG and FEMG were then concurrently monitored while advertisements by eight distinct brands were displayed on a flat screen TV in front of them. After being exposed to the advertisements, participants completed a 9-point self-assessment survey. BIOPAC’s wearable BioNomadix 2ch EMG transmitter was utilized for the purpose of collecting the FEMG signals. These signals were measured through observing specific, responsive muscle movements. Upward movements at the corners of the mouth indicated the Zygomaticus major, responsible for smiling or positive emotional response. Negative emotions were similarly identified through a frowning gesture indicated by eyebrow contractions.
The researchers concluded that while facial EMG provides benefits as a form of measurement, there are extenuating complications with recording. Though it does effectively measure the emotional valence of a participant, there are doubts in the confidence of reliability and validity of the data. Lajante et al. addressed the importance of abiding strictly by the technological and methodological guidelines if considering this new and relatively unexplored area of research. Ultimately this study represents baby steps in exploring an exciting new avenue of research. Facial EMG has the potential of being a more emotionally sensitive approach when further researching and understanding people.Wireless │Monitoring and Comparing Speech Rate Processing
Many factors remain unknown on how infants acquire language and speech information in their formative years. In a study, researchers Leong et al., addressed the question of what “neural mechanism” infants use when first being introduced to language that allows for their unique “boot-strap language learning” style (Leong et al, 2017). When identifying the neurological workings of language acquisition in adults, it’s believed adults focus on certain aspects of speech, specifically the syllables and phonemes of general speech. In understanding if infants use this same focus (known as multi-time oscillatory analysis) when speech is directed to them, researchers used and compared wireless electroencephalography (EEG) speech frequency measurements between infants and adults by calculating “Phase-locking values” (PLVs). The findings were categorized based on the different speech rates being received by participants.
The method consisted of 58 participants made up of 29 infants and their mothers, but when testing, 19 of the infant’s researched provided sufficient data. The stimuli participants were processing during the experiment consisted of seven nursery rhymes familiar to both the child and parent. Since this study was to understand if adults and infants use similar neurological mechanisms, the mothers’ and infants’ EEG were recorded simultaneously and later compared results would reflect infant language processing relative to that of adult.
It was recognized that wireless research systems would benefit the accuracy of the study by eliminating uncomfortable, potentially distracting wires around the infants. Utilizing BIOPAC’s BioNomadix dual-channel wireless EEG amplifier paired with MP Research Acquisition System, data from the wireless EEG transmitter was then gathered through AcqKnowledge software, allowing for measurement of the PLVs while participants were processing nursery rhymes.
The results found evidence that infants were actually able to neurologically entrain speech better than adults when the rate was 9.3 Hz and 4.5 Hz, almost equally at 1-2 Hz, and less accurately with lower speech rates 0.5 Hz. The researchers specified that due to the results, future findings could further the understanding of the relationship between neural entrainment and language processing in early infants.Wireless │ Children’s Behavioral Inhibition
RSA is characterized as the rhythmic fluctuations in heart rate associated with the respiratory cycle regulated by the parasympathetic nervous system. In a “basal,” or low-threat situation, RSA slows down the heart to maintain baseline levels. In a “challenge,” or high-threat situation, RSA is suppressed, which results in an increased heart rate and a fight-or-flight response. Thus, a greater control of the parasympathetic nervous system corresponds with high basal RSA (slowed heart rate) and increased adaptability and composure during threatening situations.
In “Children's behavioral inhibition and anxiety disorder symptom severity: The role of individual differences in respiratory sinus arrhythmia ,” an original research article in tech science journal , Behaviour Research and Therapy, Viana, Andres G., et al. explored the ability of RSA to moderate the association between BI and anxiety disorder symptom severity. They investigated RSA response during both a basal situation and challenge situation in the context of clinical anxiety. Participants consisted of forty-four children between the ages of 8 and 12, and their mothers. The first session involved self-report questionnaires and clinical interviews, and the second session involved an experiment with the children in a challenge situation. Using a BIOPAC MP system, the researchers gathered electrocardiogram (ECG) data with a wireless BioNomadix ECG transmitter and receiver. They also measured changes in the subjects’ thoracic circumference with the wireless BioNomadix respiration transducer, and recorded online through AcqKnowledge.
The data collected were analyzed to find RSA mean scores and revealed a positive association between BI and anxiety disorder symptom severity. Children with high levels of BI and low RSA responses to basal and challenge situations were found to have the highest levels of anxiety disorder symptoms. In addition, among children with high RSA responses to basal and challenge situations, the association with BI was non-significant. These findings support the supposition that higher levels of RSA, and ability to control the parasympathetic nervous system, may function to weaken the relationship between BI and anxiety. Thus, higher RSA may be related to an increased ability to regulate psycho-physiological responses and emotion, and act as a buffer against psychopathology.
Wireless │ Neural Effects of Verbal & Nonverbal Communication
