Neuropsychology

In collaboration with Payame Noor University and Iran Neuropsychology Association

Current Issue

By Issue

By Author

By Subject

Author Index

Keyword Index

About Journal

Aims and Scope

Editorial Board

Publication Ethics

Indexing and Abstracting

FAQ

Peer Review Process

Journal Metrics

Investigating the relationship between emotions of the face and neuroelectrical Brain waves

Document Type : Original article

Authors

1 Ph.D. Student in Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran.

2 Associate Professor, of Business Administration, Tehran North Branch, Islamic Azad University, Tehran, Iran.

3 . Ph.D. of Business Administration, University of Vienna, Vienna, Austria.

4 Associate Professor of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran.

Abstract

Aim: human excitement is a fundamental issue, always to measure and recognize it according to existing technology, researchers have been troubled, and therefore, the aim of this study was to investigate brain waves with the diagnosis of human emotions in order to increase the quality and diagnosis of excitement. Method: The research method is an exploratory-laboratory method, which was applied to electrocardiographic instruments to record brain signals through the EEG EPOC + 14 Electrode wireless device And at the same time, face decoding was recorded through SHORE software, After clearing the signals using Emotiv 3D Brain Visualizer and Xavier TestBench the frequency band and its position were extracted. The statistical population of the study consisted of 25 people, the stimulus was presented in the form of an ad with social nature. Findings: The brain signal processing and image processing on the face through correlation test showed a relationship between the emotional state and the theta wave. Conclusion: The results of the research on the relationship between brain waves and facial emotion can increase the accuracy of studies for researchers and a standard or guideline can to be considered, because measuring emotions from the face does not always provide accurate results.
 

Keywords

References
Adelmann, P. K., & Zajonc, R. B. (1989). Facial efference and the experience of emotion. Annual review of psychology, 40(1), 249-280.
Ashtaputre- Sisode, A. (2016) Emotions and Brain Waves, The International Journal of Indian Psychology, Volume 3, Issue 2, No.5, pp. 14-18.
Babiloni, F. Marco M, V.(2007) Neuroeconomics, Neuromarketing and Decision Making: The evidence of a test storage conducted for the first time in Italian, Springer. Milano, Italia.
Barden, P. (2013) Decoded: The Science Behind Why We Buy, Wiley.New Jersey. USA.
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2014). The Influence of Arousal on Advertising Effectiveness. Measuring Behavior 2014, 32-36.
Darwin, C. (1998). The expression of the emotions in man and animals (3rd ed.). New York: Oxford University Press. (Original work published 1872)
Darwin, C.; Ekman, P.; and Prodger, P. (2002) The expression of the emotions in man and animals. Oxford University Press, USA.
Dimberg, U., Thunberg, M., & Elmehed, K. (2000). Unconscious facial reactions to emotional facial expressions. Psychological science, 11(1), 86-89.
Du Plessis, E. (2011) the branded mind: what neuroscience really tells us about the puzzle of the brain and the brand, Kogan Page, USA.
Ekman, P. (1993). Facial expression and emotion. American Psychologist, 48, 384–392.
Ekman, Paul.Friesen,Wallace V.(2003) Unmasking the face: A guide to recognizing emotions from facial clues, Malor Books, USA. Ekman, P., Friesen, W. V., & Ellsworth, P. (2013). Emotion in the human face: Guidelines for research and an integration of findings. Elsevier.
Harmon-Jones, E., & Allen, J. J. (1998). Anger and frontal brain activity: EEG asymmetry consistent with approach motivation despite negative affective valence. Journal of personality and social psychology, 74(5), 1310.
Hill, Dan (2010) About Face: the secrets of emotionally effective advertising, Kogan Page, USA.
Horlings, Robert, Datcu, Dragos, Rothkrantz, Leon J. M. (2015) Emotion Recognition using Brain Activity, International Conference on Computer Systems and Technologies.
I.A, Zara.M, Tuta (2013) Neuromarketing Research – A Classification and Literature Review, Research Journal of Recent Sciences, Vol. 2(8),pp. 95-102.
Izard, C. E., & Dougherty, L. M. (1981). Two complementary systems for measuring facial expressions in infants and children. In C. E. Izard (Ed.), Measuring emotions in infants and children. Cambridge,UK: Cambridge University Press.
Kandel, Eric R.  Schwartz,  James H. Jessell, Thomas M.Siegelbaum, Steven A.  Hudspeth,  A. J. Hudspeth (2012) Principles of Neural Science, McGraw-Hill Professional; 5th Ed, USA. Kao, F. C., Wang, S. R., & Chang, Y. (2015). Brainwaves Analysis of Positive and Negative Emotions. ISAA,(12), 1263-1266.
Kenning, P., & Linzmajer, M. (2011). Consumer neuroscience: an overview of an emerging discipline with implications for consumer policy Consumer Neuroscience–Überblick über einen neuen transdisziplinären Ansatz mit verbraucherpolitischen Implikationen. Journal für Verbraucherschutz und Lebensmittelsicherheit, 6(1), 111-125.
Khushaba, R. N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. E. and Townsend, C. (2013). Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Systems with Applications, 40: 3803–3812.
Cook, I. A., Warren, C., Pajot, S. K., Schairer, D. & Leuchter, A. F. (2011). Regional Brain Activation with Advertising Images. Journal of Neuroscience, Psychology, and Economics, Vol. 4, No. 3, 147–160.
Lindstrom, Martin. Underhill,Paco(2010) Buyology: Truth and Lies About Why We Buy, Crown Business. New York. USA.
Littlewort, G., Bartlett, M. S., Fasel, I., Susskind, J., & Movellan, J. (2006). Dynamics of facial expression extracted automatically from video. Image and Vision Computing, 24(6), 615-625.
Mehrabian, J.R. Russell (1974) An approach to environmental psychology, MIT Press, Cambridge, MA,.
Micu, A. C., & Plummer, J. T. (2010). Measurable emotions: How television ads really work patterns of reactions to commercials can demonstrate advertising effectiveness. Journal of Advertising Research, 50, 137–153.
Ohme, R., Reykowska, D., Wiener, D., & Choromanska, A. (2009). Analysis of neurophysiological reactions to advertising stimuli by means of EEG and Galvanic skin response measures. Journal of Neuroscience, Psychology, and Economics, 2(1), 21–31.
Perrachione, Tyler K.Perrachione, John R (2008) Brains and brands: Developingmutually informative research in neuroscience and marketing, Journal of Consumer Behaviour, 7: 303–318.
Prendergast, Peter M (2012) Anatomy of the Face and Neck, Cosmetic Surgery, Springer.pp. 29-45.
Polprasert, C., Kukieattikool, P., Demeechai, T., Ritcey, J. A., & Siwamogsatham, S. (2013). New stimulation pattern design to improve P300-based matrix speller performance at high flash rate. Journal of neural engineering, 10(3), 036012.
Schyns, P. G., Petro, L. S., & Smith, M. L. (2007). Dynamics of visual information integration in the brain for categorizing facial expressions. Current biology, 17(18), 1580-1585.
Soleymani, M., Asghari-Esfeden, S., Fu, Y., & Pantic, M. (2016). Analysis of EEG signals and facial expressions for continuous emotion detection. IEEE Transactions on Affective Computing, 7(1), 17-28.
Vecchiato, Giovanni.Cherubino, Patrizia.Trettel, Arianna.Babiloni, Fabio (2013) Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and Their Application to Neuromarketing, Springer. USA.
Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., Hershfield, H. E., Ishihara, M. and Winer, R. S. (2015). Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling. Journal of Marketing Research, Vol. LII, 436-452.
Wan Ismail, W.O.A.S, Hanif, M, Mohamed, S.B, Hamzah, N, Ismael Rizman, Z (2016) Human Emotion Detection via Brain Waves Study by Using Electroencephalogram (EEG), International journal on advanced science engineering information technology, Vol 6, No 6, pp: 1005-1011.
Zurawicki, Leon (2010) Neuromarketing: Exploring the Brain of the Consumer, Springer. USA.
Neuropsychology
Volume 4, Issue 13 - Serial Number 13
August 2018
Pages 9-20
Files
Share
How to cite
Statistics