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Neurophysiological Measures for Human Factors Evaluation in Real World Settings Computational Intelligence and Neuroscience Neurophysiological Measures for Human Factors Evaluation in Real World Settings Special Issue Editor in Chief: Pietro Aricò Guest Editors: Gianluca Borghini, Lewis Chuang, and Jochen Baumeister Neurophysiological Measures for Human Factors Evaluation in Real World Settings Computational Intelligence and Neuroscience Neurophysiological Measures for Human Factors Evaluation in Real World Settings Special Issue Editor in Chief: Pietro Aricò Guest Editors: Gianluca Borghini, Lewis Chuang, and Jochen Baumeister Copyright © 2019 Hindawi. All rights reserved. This is a special issue published in “Computational Intelligence and Neuroscience.” All articles are open access articles distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Editorial Board Ricardo Aler, Spain Paolo Gastaldo, Italy Gerard McKee, Nigeria Amparo Alonso-Betanzos, Spain S. Ghosh-Dastidar, USA Michele Migliore, Italy Pietro Aricò, Italy Manuel Graña, Spain Paulo Moura Oliveira, Portugal Hasan Ayaz, USA Rodolfo E. Haber, Spain Debajyoti Mukhopadhyay, India Sylvain Baillet, Canada Dominic Heger, Germany Klaus Obermayer, Germany Roman Bartak, Czech Republic Stephen Helms Tillery, USA Karim G. Oweiss, USA Theodore W. Berger, USA J. A. Hernández-Pérez, Mexico Massimo Panella, Italy Daniele Bibbo, Italy Luis Javier Herrera, Spain Fivos Panetsos, Spain Vince D. Calhoun, USA Etienne Hugues, USA David M Powers, Australia Francesco Camastra, Italy Ryotaro Kamimura, Japan Sandhya Samarasinghe, New Zealand Michela Chiappalone, Italy Pasi A. Karjalainen, Finland Saeid Sanei, UK Andrzej Cichocki, Japan Elpida Keravnou, Cyprus Friedhelm Schwenker, Germany Jens Christian Claussen, UK Raşit Köker, Turkey Victor R. L. Shen, Taiwan Silvia Conforto, Italy Dean J. Krusienski, USA Fabio Solari, Italy Justin Dauwels, Singapore Fabio La Foresta, Italy Jussi Tohka, Finland Christian W. Dawson, UK Antonino Laudani, Italy Carlos M. Travieso-González, Spain Carmen De Maio, Italy Maciej Lawrynczuk, Poland Lefteri Tsoukalas, USA Sergio Decherchi, Italy Mikhail A. Lebedev, USA Pablo Varona, Spain Paolo Del Giudice, Italy Cheng-Jian Lin, Taiwan Roberto A. Vazquez, Mexico Maria Jose del Jesus, Spain Giosuè Lo Bosco, Italy Meel Velliste, USA Arnaud Delorme, France Ezequiel López-Rubio, Spain Mario Versaci, Italy Thomas DeMarse, USA Bruce J. MacLennan, USA Francois B. Vialatte, France Anastasios D. Doulamis, Greece Reinoud Maex, Belgium Thomas Villmann, Germany António Dourado, Portugal Kezhi Mao, Singapore Ivan Volosyak, Germany Steven L. Fernandes, USA Sergio Martinoia, Italy Cornelio Yáñez-Márquez, Mexico Juan Carlos Fernández, Spain Laura Marzetti, Italy Michal Zochowski, USA Piotr Franaszczuk, USA Elio Masciari, Italy Rodolfo Zunino, Italy Leonardo Franco, Spain Paolo Massobrio, Italy Contents Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends Patrizia Cherubino , Ana C. Martinez-Levy, Myriam Caratù, Giulia Cartocci ,GianlucaDiFlumeri , Enrica Modica , Dario Rossi , Marco Mancini, and Arianna Trettel Review Article (41 pages), Article ID 1976847, Volume 2019 (2019) A LightGBM-Based EEG Analysis Method for Driver Mental States Classification Hong Zeng , Chen Yang, Hua Zhang, Zhenhua Wu, Jiaming Zhang, Guojun Dai, Fabio Babiloni , and Wanzeng Kong Research Article (11 pages), Article ID 3761203, Volume 2019 (2019) EEG Alpha Power Is Modulated by Attentional Changes during Cognitive Tasks and Virtual Reality Immersion Elisa Magosso , Francesca De Crescenzio , Giulia Ricci ,SergioPiastra ,andMauroUrsino Research Article (18 pages), Article ID 7051079, Volume 2019 (2019) Antismoking Campaigns’ Perception and Gender Differences: A Comparison among EEG Indices Giulia Cartocci , Enrica Modica , Dario Rossi ,BiancaM.S.Inguscio,PietroAricò , Ana C. Martinez Levy, Marco Mancini, Patrizia Cherubino ,andFabioBabiloni Research Article (9 pages), Article ID 7348795, Volume 2019 (2019) Fusion of Motif- and Spectrum-Related Features for Improved EEG-Based Emotion Recognition Abhishek Tiwari and Tiago H. Falk Research Article (14 pages), Article ID 3076324, Volume 2019 (2019) Hindawi Computational Intelligence and Neuroscience Volume 2019, Article ID 1976847, 41 pages https://doi.org/10.1155/2019/1976847 Review Article Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends Patrizia Cherubino ,1,2 Ana C. Martinez-Levy,2,3 Myriam Caratu` ,2,3 Giulia Cartocci ,1,2 Gianluca Di Flumeri ,1,2 Enrica Modica ,4 Dario Rossi ,4 Marco Mancini,2 and Arianna Trettel2 1Department of Molecular Medicine, Sapienza University of Rome, Viale Regina Elena, 291, 00161 Rome, Italy 2BrainSigns Srl, Via Sesto Celere 7/c, 00152 Rome, Italy 3Department of Communication and Social Research, Sapienza University of Rome, Via Salaria, 113, 00198 Rome, Italy 4Department of Anatomical, Histological, Forensic & Orthopedic Sciences, Sapienza University of Rome, Piazzale Aldo Moro 5, 00185 Rome, Italy Correspondence should be addressed to Patrizia Cherubino; [email protected] Received 15 February 2019; Accepted 31 July 2019; Published 11 September 2019 Guest Editor: Jochen Baumeister Copyright © 2019 Patrizia Cherubino et al. )is is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. )e new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. )e aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. )en, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the specific mental states of interest (used in most of the neuromarketing research). Such indexes have been supported by adequate validations from the scientific community and are largely employed in neuromarketing research. )is review will also discuss a series of papers that present different neuromarketing applications, such us in-store choices and retail, services, pricing, brand perception, web usability, neuropolitics, evaluation of the food and wine taste, and aesthetic perception of artworks. Furthermore, this work will face the ethical issues arisen on the use of these tools for the evaluation of the human behaviour during decision-making tasks. In conclusion, the main challenges that neuromarketing is going to face, as well as future directions and possible scenarios that could be derived by the use of neuroscience in the marketing field, will be identified and discussed. 1. Introduction understand human behaviour in various contexts is un- doubtedly interesting and intriguing. Tallis [1] coined the In the last years, we have had a growing interest in the use of term “Neuromania” to refer to the embracing of neuro- brain imaging techniques, for the analysis of brain responses imaging by various fields of studies to explain all human to different contexts. Scientific development in recent years phenomena in terms of brain activity. was characterized by an expansion in the application of Because of the potential application of neuroscientific different and multidisciplinary research modalities to an- methodologies to better understand unconscious reasons of swer various questions of a given scientific field. )e recent human behaviours, especially in terms of risky behaviours, “boom” in employing neuroscientific methods to better the interest on such approaches initially focused on the 2 Computational Intelligence and Neuroscience investigation of human factors (HFs) [2]. In fact, this kind of One of the biggest questions in today’s market is what application relies on specific social challenges, such as op- drives consumers to decide on one product instead of an- erational environments where safety of people relies on the other, or why consumers interact with a specific brand. So, work and the efficiency of one or more operators. For ex- there is a growing interest in understanding how brain ample, in the transports’ domain, the passengers’ safety responses reflect the decision-making process of consumers. depends on the performance of the pilot(s) [3–8], of the air- In this regard, the practical use of neuroimaging neuro- traffic controller(s) [9–14], or of the driver(s) [15–17]. In scientific tools in real contexts and for real stimuli, i.e., the such contexts, a human error could have serious and dra- subject of this article, is named in the literature “neuro- matic consequences. marketing.” )e term specifically describes a field of study In particular, HFs have consistently been identified to defined as “the application of neuroscientific methods to be the main responsible
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