|
New research from Carnegie Mellon University's Center for theNeural Basis of Cognition (CNBC) shows that the brain's visualperception system automatically and unconsciously guidesdecision-making through valence perception. Published in thejournal Frontiers in Psychology , the review hypothesizes that valence, which can be defined as thepositive or negative information automatically perceived in themajority of visual information, integrates visual features andassociations from experience with similar objects or features. Inother words, it is the process that allows our brains to rapidlymake choices between similar objects. The findings offer important insights into consumer behavior inways that traditional consumer marketing focus groups cannotaddress. For example, asking individuals to react to packagedesigns, ads or logos is simply ineffective. Instead, companies canuse this type of brain science to more effectively assess howunconscious visual valence perception contributes to consumerbehavior. To transfer the research's scientific application to the onlinevideo market, the CMU research team is in the process of foundingthe start-up company neonlabs through the support of the NationalScience Foundation (NSF) Innovation Corps (I-Corps). "This basic research into how visual object recognitioninteracts with and is influenced by affect paints a much richerpicture of how we see objects," said Michael J. Tarr, theGeorge A. and Helen Dunham Cowan Professor of CognitiveNeuroscience and co-director of the CNBC. "What we now know isthat common, household objects carry subtle positive or negativevalences and that these valences have an impact on our day-to-daybehavior." Tarr added that the NSF I-Corps program has been instrumental inhelping the neonlabs' team take this basic idea and teaching themhow to turn it into a viable company. "The I-Corps programgave us unprecedented access to highly successful, experiencedentrepreneurs and venture capitalists who provided incrediblyvaluable feedback throughout the development process," hesaid. NSF established I-Corps for the sole purpose of assessing thereadiness of transitioning new scientific opportunities intovaluable products through a public-private partnership. The CMUteam of Tarr, Sophie Lebrecht, a CNBC and Tepper School of Businesspostdoctoral fellow, Babs Carryer, an embedded entrepreneur atCMU's Project Olympus, and Thomas Kubilius, president ofPittsburgh-based Bright Innovation and adjunct professor of designat CMU, were awarded a $50,000, six-month grant to investigate howunderstanding valence perception could be used to make betterconsumer marketing decisions. They are launching neonlabs to applytheir model of visual preference to increase click rates on onlinevideos, by identifying the most visually appealing thumbnail from astream of video. The web-based software product selects a thumbnailbased on neuroimaging data on object perception and valence, crowdsourced behavioral data and proprietary computational analyses oflarge amounts of video streams. "Everything you see, you automatically dislike or like, preferor don't prefer, in part, because of valence perception," saidLebrecht, lead author of the study and the entrepreneurial lead forthe I-Corps grant. "Valence links what we see in the world tohow we make decisions." Lebrecht continued, "Talking with companies such as YouTubeand Hulu, we realized that they are looking for ways to keep userson their sites longer by clicking to watch more videos. Thumbnailsare a huge problem for any online video publisher, and our researchfits perfectly with this problem. Our approach streamlines theprocess and chooses the screenshot that is the most visuallyappealing based on science, which will in the end result in moreuser clicks.". I am an expert from gift-packagingboxes.com, while we provides the quality product, such as China Corrugated Paper Box , Paper Jigsaw Puzzles, Cardboard Display Box,and more.
Related Articles -
China Corrugated Paper Box, Paper Jigsaw Puzzles,
|
