| Title |
Brain activity patterns induced by interrupting the cognitive processes with online advertising
|
|---|---|
| Published in |
Cognitive Processing, June 2017
|
| DOI | 10.1007/s10339-017-0815-8 |
| Pubmed ID | |
| Authors |
Izabela Rejer, Jarosław Jankowski |
| Abstract |
As a result of the increasing role of online advertising and strong competition among advertisers, intrusive techniques are commonly used to attract web users' attention. Moreover, since marketing content is usually delivered to the target audience when they are performing typical online tasks, like searching for information or reading online content, its delivery interrupts the web user's current cognitive process. The question posed by many researchers in the field of online advertising is: how should we measure the influence of interruption of cognitive processes on human behavior and emotional state? Much research has been conducted in this field; however, most of this research has focused on monitoring activity in the simulated environment, or processing declarative responses given by users in prepared questionnaires. In this paper, a more direct real-time approach is taken, and the effect of the interruption on a web user is analyzed directly by studying the activity of his brain. This paper presents the results of an experiment that was conducted to find the brain activity patterns associated with interruptions of the cognitive process by showing internet advertisements during a text-reading task. Three specific aspects were addressed in the experiment: individual patterns, the consistency of these patterns across trials, and the intra-subject correlation of the individual patterns. Two main effects were observed for most subjects: a drop in activity in the frontal and prefrontal cortical areas across all frequency bands, and significant changes in the frontal/prefrontal asymmetry index. |
X Demographics
The data shown below were collected from the profiles of 5 X users who shared this research output. Click here to find out more about how the information was compiled.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| Poland | 1 | 20% |
| Argentina | 1 | 20% |
| Unknown | 3 | 60% |
Demographic breakdown
| Type | Count | As % |
|---|---|---|
| Members of the public | 5 | 100% |
Mendeley readers
The data shown below were compiled from readership statistics for 49 Mendeley readers of this research output. Click here to see the associated Mendeley record.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| Portugal | 1 | 2% |
| Unknown | 48 | 98% |
Demographic breakdown
| Readers by professional status | Count | As % |
|---|---|---|
| Student > Ph. D. Student | 10 | 20% |
| Student > Master | 5 | 10% |
| Student > Doctoral Student | 4 | 8% |
| Student > Bachelor | 4 | 8% |
| Professor > Associate Professor | 3 | 6% |
| Other | 5 | 10% |
| Unknown | 18 | 37% |
| Readers by discipline | Count | As % |
|---|---|---|
| Business, Management and Accounting | 6 | 12% |
| Psychology | 6 | 12% |
| Engineering | 4 | 8% |
| Computer Science | 3 | 6% |
| Economics, Econometrics and Finance | 2 | 4% |
| Other | 9 | 18% |
| Unknown | 19 | 39% |
Attention Score in Context
This research output has an Altmetric Attention Score of 58. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 30 July 2017.
All research outputs
#717,231
of 25,074,338 outputs
Outputs from Cognitive Processing
#7
of 351 outputs
Outputs of similar age
#15,082
of 323,130 outputs
Outputs of similar age from Cognitive Processing
#2
of 12 outputs
Altmetric has tracked 25,074,338 research outputs across all sources so far. Compared to these this one has done particularly well and is in the 97th percentile: it's in the top 5% of all research outputs ever tracked by Altmetric.
So far Altmetric has tracked 351 research outputs from this source. They typically receive more attention than average, with a mean Attention Score of 9.5. This one has done particularly well, scoring higher than 98% of its peers.
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We're also able to compare this research output to 12 others from the same source and published within six weeks on either side of this one. This one has done particularly well, scoring higher than 91% of its contemporaries.