ITRI and Brain Sciences Institute present at NeuroEconomics conference

ITRI and the BSI presented a paper entitled: Using the P3a to gauge automatic attention to interactive television advertising at the recent NeuroEconomics conference in Copenhagen. The paper was the result of collaborative research with ITRI and conducted at the Brain Sciences Institute at Swinburne University in Melbourne. The paper presented a study investigating the effect of interactive television advertising on a component of the Event-Related Potential (measured within an electroencephalogram (EEG)) in response to a brand logo. The study found that interacting with a longer duration interactive television advertisement increased the cognitive processing speed (involuntary attention allocation) to the advertised brand logo. The study is a first to use neuroscience methodology to investigate the effect of interactive television.