Prof. US dr hab. inż. Kesra Nermend, dr inż. Mateusz Piwowarski
Department of Computational Methods in Experimental Economics, Faculty of Economics and Management, Institute of IT in Management
University of Szczecin, Mickiewicza 64, Szczecin 71-101, Poland
Email: [email protected], [email protected]
(Full Paper)

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 behaviour 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 were registered by means of electroencephalogram (EEG), the measurement of galvanic skin response (GSR) and heart rate (HR).

Keywords: Cognitive neuroscience • Behavioral aspects • EEG • GSR • HR • Decision making
support • Social advertisement

ISBN 978-0-9962570-9-1

Faculty of Administrative Sciences and Economics
Tishk International University