Analysis of controlled and automatic attention for introduction of stimulus material
First Claim
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1. A method comprising:
- identifying, by executing an instruction with a processor, a first change in amplitude and a second change in amplitude in first neuro-response data gathered from a user while the user is exposed to entertainment;
synchronizing, by executing an instruction with the processor, the first neuro-response data with the entertainment;
identifying, by executing an instruction with the processor, a first temporal location in the entertainment coinciding with the first change in amplitude and a second temporal location in the entertainment coinciding with the second change in amplitude;
analyzing, by executing an instruction with the processor, the first neuro-response data to determine a first priming characteristic of the entertainment at the first temporal location based on one or more of (a) a first controlled attention level of the user at the first temporal location, (b) a first memory retention level of the user at the first temporal location, or (c) a first resonance level of the user at the first temporal location;
analyzing, by executing an instruction with the processor, the first neuro-response data to determine a second priming characteristic of the entertainment at the second temporal location based on one or more of (a) a second controlled attention level of the user at the second temporal location, (b) a second memory retention level of the user at the second temporal location, or (c) a second resonance level of the user at the second temporal location;
identifying, by executing an instruction with the processor, at least one of (1) a first retention characteristic of the entertainment at the first temporal location based on the first memory retention level or (2) a first resonance characteristic of the entertainment at the first temporal location based on the first resonance level;
identifying, by executing an instruction with the processor, at least one of (1) a second retention characteristic of the entertainment at the second temporal location based on the second memory retention level or (2) a second resonance characteristic of the entertainment at the second temporal location based on the second resonance level;
selecting, by executing an instruction with the processor, a third temporal location or a fourth temporal location in the entertainment as a first candidate temporal location for introduction of advertising material, the third temporal location occurring after the first temporal location and the fourth temporal location occurring after the second temporal location, the selecting of the first candidate temporal location including selecting the third temporal location based on (1) at least one of the first priming characteristic or the second priming characteristic and (2) when at least one of the first retention characteristic or the first resonance characteristic is increased relative to the respective second retention characteristic or the second resonance characteristic and selecting the fourth temporal location based on (1) at least one of the first priming characteristic or the second priming characteristic and (2) when the second retention characteristic or the second resonance characteristic is increased relative to the respective first retention characteristic or the first resonance characteristic; and
inserting the advertising material into the first candidate temporal location.
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Abstract
A system analyzes neuro-response measurements including regional electroencephalography (EEG) measurements from subjects exposed to stimulus materials to determine locations in stimulus materials eliciting controlled attention and automatic attention. Additional stimulus materials are inserted into locations having salient attention attributes. In some examples, a challenging task is used to direct controlled attention onto a location and additional stimulus material is subtly presented in the location to benefit from automatic attention and salient attention measurements.
685 Citations
31 Claims
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1. A method comprising:
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identifying, by executing an instruction with a processor, a first change in amplitude and a second change in amplitude in first neuro-response data gathered from a user while the user is exposed to entertainment; synchronizing, by executing an instruction with the processor, the first neuro-response data with the entertainment; identifying, by executing an instruction with the processor, a first temporal location in the entertainment coinciding with the first change in amplitude and a second temporal location in the entertainment coinciding with the second change in amplitude; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a first priming characteristic of the entertainment at the first temporal location based on one or more of (a) a first controlled attention level of the user at the first temporal location, (b) a first memory retention level of the user at the first temporal location, or (c) a first resonance level of the user at the first temporal location; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a second priming characteristic of the entertainment at the second temporal location based on one or more of (a) a second controlled attention level of the user at the second temporal location, (b) a second memory retention level of the user at the second temporal location, or (c) a second resonance level of the user at the second temporal location; identifying, by executing an instruction with the processor, at least one of (1) a first retention characteristic of the entertainment at the first temporal location based on the first memory retention level or (2) a first resonance characteristic of the entertainment at the first temporal location based on the first resonance level; identifying, by executing an instruction with the processor, at least one of (1) a second retention characteristic of the entertainment at the second temporal location based on the second memory retention level or (2) a second resonance characteristic of the entertainment at the second temporal location based on the second resonance level; selecting, by executing an instruction with the processor, a third temporal location or a fourth temporal location in the entertainment as a first candidate temporal location for introduction of advertising material, the third temporal location occurring after the first temporal location and the fourth temporal location occurring after the second temporal location, the selecting of the first candidate temporal location including selecting the third temporal location based on (1) at least one of the first priming characteristic or the second priming characteristic and (2) when at least one of the first retention characteristic or the first resonance characteristic is increased relative to the respective second retention characteristic or the second resonance characteristic and selecting the fourth temporal location based on (1) at least one of the first priming characteristic or the second priming characteristic and (2) when the second retention characteristic or the second resonance characteristic is increased relative to the respective first retention characteristic or the first resonance characteristic; and inserting the advertising material into the first candidate temporal location. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A system comprising:
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a response integrator configured to align (1) first neuro-response data gathered from a user while the user is exposed to entertainment with (2) the entertainment; and an analyzer configured to; identify a first change in amplitude and a second change in amplitude in the first neuro-response data; identify a first temporal location in the entertainment coinciding with the first change in amplitude and a second temporal location in the entertainment coinciding with the second change in amplitude; analyze the first neuro-response data to determine a first priming characteristic of the entertainment at the first temporal location based on one or more of (a) a first controlled attention level of the user at the first temporal location, (b) a first memory retention level of the user at the first temporal location, or (c) a first resonance level of the user at the first temporal location; analyze the first neuro-response data to determine a second priming characteristic of the entertainment at the second temporal location based on one or more of (a) a second controlled attention level of the user at the second temporal location, (b) a second memory retention level of the user at the second temporal location, or (c) a second resonance level of the user at the second temporal location; identify at least one of (1) a first retention characteristic of the entertainment at the first temporal location based on the first memory retention level or (2) a first resonance characteristic of the entertainment at the first temporal location based on the first resonance level; identify at least one of (1) a second retention characteristic of the entertainment at the second temporal location based on the second memory retention level or (2) a second resonance characteristic of the entertainment at the second temporal location based on the second resonance level; select one of a third temporal location or a fourth temporal location in the entertainment as a first candidate temporal location for introduction of advertising material, the third temporal location occurring after the first temporal location and the fourth temporal location occurring after the second temporal location, the analyzer to select the third temporal location as the first candidate temporal location based on (1) at least one of the first priming characteristic or the second priming characteristic and (2) when at least one of the first retention characteristic or the first resonance characteristic is increased relative to the respective second retention characteristic or the second resonance characteristic and select the fourth temporal location as the first candidate temporal location based on (1) at least one of the first priming characteristic or the second priming characteristic and (2) when the second retention characteristic or the second resonance characteristic is increased relative to the respective first retention characteristic or the first resonance characteristic; and insert the advertising material into the first candidate temporal location. - View Dependent Claims (15, 16, 17, 18, 19)
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20. A tangible machine readable storage medium comprising instructions, which when executed, cause a machine to at least:
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identify a first change in amplitude and a second change in amplitude in first neuro-response data, the first neuro-response data from a user gathered while the user is exposed to entertainment; synchronize the first neuro-response data with the entertainment; identify a first temporal location in the entertainment coinciding with the first change in amplitude and a second temporal location in the entertainment coinciding with the second change in amplitude; analyze the first neuro-response data to determine a first priming characteristic of the entertainment at the first temporal location based on one or more of (a) a first controlled attention level of the user at the first temporal location, (b) a first memory retention level of the user at the first temporal location, or (c) a first resonance level of the user at the first temporal location; analyze the first neuro-response data to determine a second priming characteristic of the entertainment at the second temporal location based on one or more of (a) a second controlled attention level of the user at the second temporal location, (b) a second memory retention level of the user at the second temporal location, or (c) a second resonance level of the user at the second temporal location; identify at least one of (1) a first retention characteristic of the entertainment at the first temporal location based on the first memory retention level or (2) a first resonance characteristic of the entertainment at the first temporal location based on the first resonance level; identify at least one of (1) a second retention characteristic of the entertainment at the second temporal location based on the second memory retention level or (2) a second resonance characteristic of the entertainment at the second temporal location based on the second resonance level; select one of a third temporal location or a fourth temporal location in the entertainment as a first candidate temporal location for introduction of advertising material, the third temporal location occurring after the first temporal location and the fourth temporal location occurring after the second temporal location, the instructions to cause the machine to select the third temporal location as the first candidate temporal location based on (1) at least one of the first priming characteristic or the second priming characteristic and (2) when at least one of the first retention characteristic or the first resonance characteristic is increased relative to the respective second retention characteristic or the second resonance characteristic and select the fourth temporal location as the first candidate temporal location based on (1) at least one of the first priming characteristic or the second priming characteristic and (2) when the second retention characteristic or the second resonance characteristic is increased relative to the respective first retention characteristic or the first resonance characteristic; and insert the advertising material into the first candidate temporal location. - View Dependent Claims (21, 22, 23, 24)
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25. A method comprising:
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identifying, by executing an instruction with a processor, a first change in amplitude and a second change in amplitude in first neuro-response data gathered from a user while the user is exposed to entertainment; synchronizing, by executing an instruction with the processor, the first neuro-response data with the entertainment; identifying, by executing an instruction with the processor, a first temporal location in the entertainment coinciding with the first change in amplitude and a second temporal location in the entertainment coinciding with the second change in amplitude; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a first priming characteristic of the entertainment at the first temporal location based on one or more of (a) a first controlled attention level of the user at the first temporal location, (b) a first memory retention level of the user at the first temporal location, or (c) a first resonance level of the user at the first temporal location; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a second priming characteristic of the entertainment at the second temporal location based on one or more of (a) a second controlled attention level of the user at the second temporal location, (b) a second memory retention level of the user at the second temporal location, or (c) a second resonance level of the user at the second temporal location; selecting, by executing an instruction with the processor, a third temporal location or a fourth temporal location in the entertainment as a first candidate temporal location for introduction of advertising material based on at least one of the first priming characteristic or the second priming characteristic, the third temporal location occurring after the first temporal location and the fourth temporal location occurring after the second temporal location; selecting the advertising material to be introduced at the selected one of the third temporal location or the fourth temporal location based on content of the advertising material, the selected advertising material being first advertising material; and introducing (1) the first advertising material in the entertainment at the selected one of the third temporal location or the fourth temporal location for a first duration and (2) second advertising material in the entertainment not associated with the respective first priming characteristic or the second priming characteristic at the selected one of the third temporal location or the fourth temporal location for a second duration, the second duration being less than the first duration, the second advertising material not based on an analysis of the first neuro-response data.
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26. A method comprising:
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identifying, by executing an instruction with a processor, a first change in amplitude and a second change in amplitude in first neuro-response data gathered from a user while the user is exposed to entertainment; synchronizing, by executing an instruction with the processor, the first neuro-response data with the entertainment; identifying, by executing an instruction with the processor, a first temporal location in the entertainment coinciding with the first change in amplitude and a second temporal location in the entertainment coinciding with the second change in amplitude; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a first priming characteristic of the entertainment at the first temporal location based on one or more of (a) a first controlled attention level of the user at the first temporal location, (b) a first memory retention level of the user at the first temporal location, or (c) a first resonance level of the user at the first temporal location; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a second priming characteristic of the entertainment at the second temporal location based on one or more of (a) a second controlled attention level of the user at the second temporal location, (b) a second memory retention level of the user at the second temporal location, or (c) a second resonance level of the user at the second temporal location; selecting, by executing an instruction with the processor, a third temporal location or a fourth temporal location in the entertainment as a first candidate temporal location for introduction of advertising material based on at least one of the first priming characteristic or the second priming characteristic, the third temporal location occurring after the first temporal location and the fourth temporal location occurring after the second temporal location; identifying, by executing an instruction with the processor, a first spatial location and a second spatial location in the entertainment coinciding with the first neuro-response data; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a third controlled attention level of the user at the first spatial location, the first spatial location including the advertising material; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a fourth controlled attention level of the user at the second spatial location; identifying, by executing an instruction with the processor, whether the fourth controlled attention level at the second spatial location decreased as compared to the third controlled attention level at the first spatial location; and selectively adjusting, by executing an instruction with the processor, a location of the advertising material between the first spatial location and the second spatial location based on the identification. - View Dependent Claims (27)
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28. A method comprising:
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identifying, by executing an instruction with a processor, a first change in amplitude, a second change in amplitude, and a third change in amplitude in first neuro-response data gathered from a user while the user is exposed to the entertainment; synchronizing, by executing an instruction with the processor, the first neuro-response data with the entertainment; identifying, by executing an instruction with the processor, a first temporal location in the entertainment coinciding with the first change in amplitude, a second temporal location in the entertainment coinciding with the second change in amplitude, and a third temporal location in the entertainment coinciding with the third change in amplitude; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a first priming characteristic of the entertainment at the first temporal location based on one or more of (a) a first controlled attention level of the user at the first temporal location, (b) a first memory retention level of the user at the first temporal location, or (c) a first resonance level of the user at the first temporal location; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a second priming characteristic of the entertainment at the second temporal location based on one or more of (a) a second controlled attention level of the user at the second temporal location, (b) a second memory retention level of the user at the second temporal location, or (c) a second resonance level of the user at the second temporal location; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a third priming characteristic of the entertainment at the third temporal location based on one or more of (a) a third controlled attention level of the user at the third temporal location, (b) a third memory retention level of the user at the third temporal location, or (c) a third resonance level of the user at the third temporal location; selecting, by executing an instruction with the processor, a fourth temporal location or a fifth temporal location in the entertainment as a first candidate temporal location for introduction of advertising material based on at least one of the first priming characteristic or the second priming characteristic, the fourth temporal location occurring after the first temporal location and the fifth temporal location occurring after the second temporal location; selecting, by executing an instruction with the processor, one of (a) a sixth temporal location occurring after the third temporal location or (b) the other of the fourth temporal location or the fifth temporal location not selected as the first candidate temporal location as a second candidate temporal location for introduction of the advertising material or additional advertising material based on at least one of the first priming characteristic, the second priming characteristic, or the third priming characteristic; and inserting at least one of (a) the advertising material into the first candidate temporal location or (b) the advertising material or the additional advertising material into the second candidate temporal location.
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29. A method comprising:
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identifying, by executing an instruction with a processor, a first change in amplitude and a second change in amplitude in first neuro-response data gathered from a user while the user is exposed to entertainment; identifying, by executing an instruction with the processor, an absence of change in amplitude in the first neuro-response data gathered from the user while the user is exposed to the entertainment; synchronizing, by executing an instruction with the processor, the first neuro-response data with the entertainment; identifying, by executing an instruction with the processor, a first temporal location in the entertainment coinciding with the first change in amplitude and a second temporal location in the entertainment coinciding with the second change in amplitude; identifying, by executing an instruction with the processor, a third temporal location in the entertainment coinciding with the absence of the change in the amplitude; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a first priming characteristic of the entertainment at the first temporal location based on one or more of (a) a first controlled attention level of the user at the first temporal location, (b) a first memory retention level of the user at the first temporal location, or (c) a first resonance level of the user at the first temporal location; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a second priming characteristic of the entertainment at the second temporal location based on one or more of (a) a second controlled attention level of the user at the second temporal location, (b) a second memory retention level of the user at the second temporal location, or (c) a second resonance level of the user at the second temporal location; selecting, by executing an instruction with the processor, a fourth temporal location or a fifth temporal location in the entertainment as a first candidate temporal location for introduction of advertising material based on at least one of the first priming characteristic or the second priming characteristic, the fourth temporal location occurring after the first temporal location and the fifth temporal location occurring after the second temporal location; selecting the third temporal location as a second candidate temporal location for introduction of the advertising material or additional advertising material; and inserting at least one of (a) the advertising material into the first candidate temporal location or (b) the advertising material or the additional advertising material into the second candidate temporal location.
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30. A method comprising:
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identifying, by executing an instruction with a processor, a first change in amplitude and a second change in amplitude in first neuro-response data gathered from a user while the user is exposed to entertainment; synchronizing, by executing an instruction with the processor, the first neuro-response data with the entertainment; identifying, by executing an instruction with the processor, a first temporal location in the entertainment coinciding with the first change in amplitude and a second temporal location in the entertainment coinciding with the second change in amplitude; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a first priming characteristic of the entertainment at the first temporal location based on one or more of (a) a first controlled attention level of the user at the first temporal location, (b) a first memory retention level of the user at the first temporal location, or (c) a first resonance level of the user at the first temporal location; analyzing, by executing an instruction with the processor, the first neuro-response data to determine a second priming characteristic of the entertainment at the second temporal location based on one or more of (a) a second controlled attention level of the user at the second temporal location, (b) a second memory retention level of the user at the second temporal location, or (c) a second resonance level of the user at the second temporal location; selecting, by executing an instruction with the processor, a third temporal location or a fourth temporal location in the entertainment as a first candidate temporal location for introduction of advertising material based on at least one of the first priming characteristic or the second priming characteristic, the third temporal location occurring after the first temporal location and the fourth temporal location occurring after the second temporal location; inserting the advertising material into the first candidate temporal location; accessing, by executing an instruction with the processor, second neuro-response data gathered from the user while the user is exposed to the advertising material at the first candidate temporal location; determining, by executing an instruction with the processor, an effectiveness of the advertising material at the first candidate temporal location based on the second neuro-response data; and updating or maintaining, by executing an instruction with the processor, the first priming characteristic or the second priming characteristic based on the effectiveness. - View Dependent Claims (31)
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Specification