Dan hill neuroscience - 2011

A
presenta*on
from
the
NewMR
Neuroscience,

Biometrics
and
MR
Event
–
April
15
2011

The
sponsor
of
the
Neuroscience,
Biometrics
and
MR
Event
is
Zinc
Research

For
more
informa;on
about
Zinc
Research
visit
www.zincresearch.com

For
more
informa;on
about
NewMR
events
visit
newmr.org

All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material

‘Not
Ready
for
Prime
Time’

Dan
Hill,
Sensory
Logic

Dan Hill, Sensory Logic, USA
NewMR Neuroscience, Biometrics and MR – April 15 2011

Speaker Dan Hill, Sensory Logic, USA
Neuroscience, Biometrics and M.R.
Dan Hill, Ph.D.
President – Sensory Logic, Inc.
April 2011
© 2011. All Rights Reserved.

3
“Emotions can flood consciousness
[because] connections from the
emotional systems to the cognitive
systems are stronger.”
Joseph LeDoux

Arousal – This refers to the degree of emotional
intensity/enthusiasm a test subject experiences.
Think of arousal as akin to a thermometer, i.e.
how “hot” is it? It’s valence-neutral, so arousal
linked to negative emotions is a “poison pill” type
of response; when high arousal linked to positive
emotions, it’s a “wow” instead. A related term is
engagement, i.e., how many people from the
test sample have an emotional response, how
much of a response, and when it happens.
Valence – This refers to the ratio of positive versus
negative emotions a test subject experiences.
Ultimately, positive emotions indicate preference
for a branded offer. But during exposure to, for
example, a problem/solution TV spot, you should
actually feel first the problem, i.e. negative
emotions, followed by positive emotions when the
solution is depicted. Feeling the right emotion at
the right time is being “on-emotion,” in addition to
being only (rationally) on-message.
Arousal should
receive1/3rd weight in
terms of business value
because, yes, breaking
through the “clutter” is
vital. But whether you
win the person over is
ultimately the key to
sales/revenue, so
valence deserves
2/3rd weight in terms of
importance.

•  “Pupil dilation and faster
blink rate signal greater
involvement in processing
the image. None of the
reactions, however, by itself
indicates the positivity or
negativity of the
attitude.” (qtd. Zurawicki)
•  Both techniques – pupil
dilation and blink rate – are
arousal tools only.
Published 2010

Respiration Heart Rate
Detects and analyzes breathing
patterns. Of use in measuring
engagement and arousal, including
levels of intensity, but not valence.
Calculates patterns and changes in
heart rate. Again, of use in measuring
engagement and arousal, including
levels of intensity, but not valence.

EMG is radically incomplete, i.e.:
• Zygomatic Muscle:
• Happiness, but not True Smiles
• Corrugator Muscle (provides only):
• 10% of ways anger shown
• 12.5% of ways fear shown
• 12.5% of ways sadness shown
• No surprise / disgust / contempt
Electromyography (EMG)
involves placing electrodes on
just two muscles, versus the 43
facial muscles that facial
coding captures data from
naturally, without sensors. It’s a
valence tool that fails to gauge
3 emotions, and captures only
a fraction of 3 other emotions.
Galvanic skin response, which
measures sweat gland activity,
involves a finger sensor. It is an
arousal measurement tool only,
and often fails to show large
differences or movement.

Abundant
Universal
Spontaneous
“ This confirms an idea
posed by Charles
Darwin in 1872”
“ The faces we pull when we are
happy, sad or angry may be passed
from generation to generation,
according to researchers”

Facial coding involves the review of 43 muscles whose movements correspond to 23
action units (AU’s) and, in turn, to 7 core emotions. A given AU will identify one or more
emotion felt in real-time by an observed, videotaped test subject, with analysis done
30x a second, as necessary, to capture responses. The semi-automated process
shown here helps in recording exact time stamp, with impact and appeal values for
each AU built into a proprietary algorithm that translates results into scores.

According to an influential
emotions model by Plutchik,
there are 8 core emotions,
and gradations of them. The
facial coding tool used by
Sensory Logic can measure
results for 6 of them (anger,
disgust, sadness, surprise,
fear and joy, i.e., happiness,)
along with contempt.

Strengths: As stated by Dr. Alan
Gevins, a 30-year veteran of using
EEG, in the end EEG is essentially a
tool to measure alertness, arousal and
the mental workload of consumers.” It
enjoys great temporal (time)
resolution: it records brain activity on
a millisecond by millisecond basis.
Weaknesses: 1) Inability to truly
capture valence due in large part to
poor spatial resolution, notably for
subcortical structures including those
associated with emotional responses
(source: Dr. Paul Zak); 2) Artifacts
(errors) introduced by sensitivity to eye
blinks, head movements, tongue
movements, heart/EKG, etc; and 3)
Vulnerable to reductionist assumptions
about reading “tiny” signals from parts
of the brain as robust data.
Heavy vs. lite
(bottom) versions
of using EEG: lite
version raises new
Issues like, a) lack
of enough sensors
(only 2), and
“dry” electrodes
susceptible to
higher error rate.

12
Published 2009;
Harmon-Jones & Peterson
pp. 170-197
+
Approach
–
Avoid
Incorrect
N/A
Happiness Anger
Surprise
Fear Sadness
Disgust
The assumption that valence can be measured based on asymmetrical
frontal activity assumes that approach-oriented emotions are positive and
withdrawal/avoidance-oriented emotions are negative. “Anger, however,
is an approach-oriented negative emotion” that “strongly challenges the
affective valence hypothesis” on which EEG often relies.
Sensor
Placement

13
Strengths: 1) Far better spatial resolution
than EEG, in some cases now within 1-2
millimeter, so pretty precise on brain tissue
being gauged; 2) unlike EEG, able to really
penetrate beyond the surface layer of brain;
and 3) NAcc [brain region] activates more
strongly for pleasant new information than
unpleasant stimuli, so a sign of wanting +
learning motivation.
Weaknesses: 1)Weak (temporal) timing
accuracy; maybe 4 images per second, and
can’t do real-time, continuous read;
2) procedure usually lasts 1 hour per person ,
with tight-quarters experience, head kept
still, and 3) expensive: time on fMRI averages
up to $2,000 per test subject. Given expense,
typically limited sample sizes.

The fMRI tool is actually a surrogate measure, which
reads the BOLD (Blood Oxygen Level Dependent)
signal, i.e., brain blood flow during mental activities
like during exposure to a TV spot. Besides the fact
that hemodynamic (blood) responses vary widely
among test subjects, other limitations include:
•  Lack of robustness: “Most fMRI studies find a 1% change in
BOLD across conditions, or even less. Again, a sign of lack
of robustness or fragility of the results. Results for most
moderate stimuli are not robust, i.e., if I test you today and
tomorrow activation patterns will vary substantially.” – Dr.
Zak
•  Risk of reductionist/simplistic analysis: Standard fMRI
analysis assumes each voxel [small, cube-shaped brain
measurement region] is independent, something clearly
untrue.” - Dr. Zak
•  Still under development: “What remains poorly understood
is the relationship between various aspects of neuronal
processing and the changes in BOLD activity. “
(qtd. Culham, 53-82) Published 2006; source of Culham quote
“Big downside is the indirectness
of the measure. BOLD is a slow and
weak signal of brain activity.”
Dr. Paul Zak, founding director, Center for
Neuroeconomic Studies, Claremont Graduate U.

Dan Hill
Sensory Logic

Ray Poynter
The Future Place
Dan Hill
Sensory Logic

Dan hill neuroscience - 2011

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