ANALYSIS OF THE MIRROR NEURON SYSTEM FOR EVALUATION OF STIMULUS

• US 20110047121A1
• Filed: 08/21/2009
• Published: 02/24/2011
• Est. Priority Date: 08/21/2009
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: NeuroFocus Inc. (Nielsen Holdings plc)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Granted Patent: US 8,655,437 B2
• Time in Patent Office: Days
• US Class Current: 706/52
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

The human mirror neuron system includes neurons that fire both when an individual performs an action and when the individual observes the action being performed by another. Neuro-response data involving the mirror neuron system is collected as a subject is exposed to stimulus material. The stimulus material may include individuals performing actions such as making a purchase, accepting an offer, participating in an activity, etc. Neuro-response data involving the mirror neuron system of the subject is analyzed to determine the propensity of the subject to act.

Claims

1. A method, comprising:

exposing a subject to stimulus material including a human-like entity performing an action;

obtaining neuro-response data from the subject exposed to the stimulus material, wherein neuro-response data includes data obtained from areas associated with the mirror neuron system;

generating a propensity to act index using the neuro-response data.

2. The method of claim 1, wherein the propensity to act index includes a value corresponding to gamma rhythms in areas associated with the mirror neuron system.

3. The method of claim 1, wherein the propensity to act index includes a value corresponding to beta rhythms in areas associated with the mirror neuron system.

4. The method of claim 1, wherein the propensity to act index includes a value corresponding to mu rhythms in areas associated with the mirror neuron system.

5. The method of claim 1, wherein the propensity to act index is determined by dividing a measure of gamma rhythms with a measure or either beta or mu rhythms in areas associated with the mirror neuron system.

6. The method of claim 1, wherein neuron-response data is obtained using electroencephalography (EEG).

7. The method of claim 1, wherein neuro-response data is obtained using magnetoencephalography (MEG).

8. The method of claim 1, wherein the subject is exposed to stimulus material including a non-human like entity performing the action to generate a baseline before exposing the subject to stimulus material including the human-like entity.

9. The method of claim 1, wherein the propensity to act index is calibrated based on demographic group.

10. The method of claim 9, wherein the propensity to act index is calibrated based on gender.

11. The method of claim 1, wherein neuro-response data is also used to generate a propensity to reach index.

12. The method of claim 1, wherein neuro-response data is also used to generate a learning index.

13. The method of claim 1, wherein neuro-response data is also used to generate an empathy index.

14. A system, comprising:

a stimulus presentation device configured to expose a subject to stimulus material including a human-like entity performing an action;

a data collection mechanism configured to obtain neuro-response data from the subject exposed to the stimulus material, wherein neuro-response data includes data obtained from areas associated with the mirror neuron system;

wherein a data analyzer is configured to generate a propensity to act index using the neuro-response data.

15. The system of claim 14, wherein the propensity to act index includes a value corresponding to gamma rhythms in areas associated with the mirror neuron system.

16. The system of claim 14, wherein the propensity to act index includes a value corresponding to beta rhythms in areas associated with the mirror neuron system.

17. The system of claim 14, wherein the propensity to act index includes a value corresponding to mu rhythms in areas associated with the mirror neuron system.

18. The system of claim 14, wherein the propensity to act index is determined by dividing a measure of gamma rhythms with a measure or either beta or mu rhythms in areas associated with the mirror neuron system.

19. The system of claim 14, wherein neuron-response data is obtained using electroencephalography (EEG).

20. The system of claim 14, wherein the subject is exposed to stimulus material including a non-human like entity performing the action to generate a baseline before exposing the subject to stimulus material including the human-like entity.

21. The system of claim 14, wherein the propensity to act index is calibrated based on demographic group.

22. The system of claim 21, wherein the propensity to act index is calibrated based on gender.

23. The system of claim 14, wherein neuro-response data is also used to generate a propensity to reach index.

24. The system of claim 14, wherein neuro-response data is also used to generate a learning index.

25. The system of claim 14, wherein neuro-response data is also used to generate an empathy index.

26. An apparatus, comprising:

means for exposing a subject to stimulus material including a human-like entity performing an action;

means for obtaining neuro-response data from the subject exposed to the stimulus material, wherein neuro-response data includes data obtained from areas associated with the mirror neuron system;

means for generating a propensity to act index using the neuro-response data.