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METHOD TO EVALUATE PSYCHOLOGICAL RESPONSES TO VISUAL OBJECTS

  • US 20100010366A1
  • Filed: 12/22/2006
  • Published: 01/14/2010
  • Est. Priority Date: 12/22/2006
  • Status: Abandoned Application
First Claim
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1. A method of evaluating the response of a subject to visual features of a visual display, the method including the steps of:

  • (a) presenting a visual display having particular visual features to the subject during a first period;

    (b) determining brain activity of the subject during the first period;

    (c) presenting reference display material to a subject during a second period;

    (d) determining reference brain activity of the subject during the second period;

    (e) tracking the gaze position of at least one of the eyes of the subject on the visual display during the first period; and

    (f) evaluating the response of the subject to particular visual features of the visual display by determining differences in brain activity determined between steps (b) and (d) when the gaze of the subject is directed at the particular features.

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