An Exploratory Study Using Electroencephalography (EEG) to Measure the Smartphone User Experience in the Short Term

Ding, Yi; Cao, Yaqin; Qu, Qing-Xing; Duffy, Vincent G.

doi:10.1080/10447318.2019.1709330

Cited by 23 publications

(13 citation statements)

References 57 publications

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“…Previous sensory studies had employed self-reported surveys or focus group interviews to perform sensory evaluation of a particular item (Lagast et al, 2017). Newly developed methods using physiological and neural responses (such as EEG) have been widely used by many researchers (Andersen et al, 2019;Chenghu et al, 2019;Ding et al, 2020;Horska et al, 2016;Hsu and Chen, 2019;Toepel et al, 2015;van Bochove et al, 2016;Viejo et al, 2019). For example, Kim and Kim (2015) investigated the correlation analysis of brain waves and evaluated taste by using brain waves to analyse the content of sensory evaluation of taste.…”

Section: Sensory Evaluation and Its Neuroscientific Rationalementioning

confidence: 99%

Does coffee taste better with latte art? A neuroscientific perspective

Hsu

Chen

2021

BFJ

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PurposeVisual stimulation affects the taste of food and beverages. This study aimed to understand how latte art affects coffee consumption by collecting participants' brainwave data and their taste responses.Design/methodology/approachSeventy subjects participated in a two-stage experiment. Electroencephalography (EEG) was employed to measure brainwave activity. With an interval of one week, each stage involved coffee consumption with and without latte art. The responses to the taste of the coffee were also collected for analysis.FindingsSignificant differences were found in the participants' alpha and beta brainwave bands. When drinking coffee with latte art, the participants' alpha bands were significantly lower, whereas the beta bands were higher. These findings were supported by Bayesian statistics. A significant increase was found in the participants' taste of sweetness and acidity with latte art, and Bayesian statistics confirmed the results for sweetness although the evidence on the increase in acidity was anecdotal. No difference was found in the taste of bitterness.Originality/valueThis study highlights the effect of latte art on coffee consumption. The authors analysed the empirical evidence from this two-stage experimental study in the form of the participants' brainwave data and their responses to taste. This study's original contribution is that it explored the crossmodal effects of latte art on consumers' taste of coffee from a neuroscientific perspective. The results of this study can provide empirical evidence on how to effectively use latte art in practical business environments.

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Section: Sensory Evaluation and Its Neuroscientific Rationalementioning

confidence: 99%

Does coffee taste better with latte art? A neuroscientific perspective

Hsu

Chen

2021

BFJ

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“…Third, the topography and fMRI can detect higher or lower activation for specific brain regions. Past research found that relative power of EEG analysis (delta, theta, alpha, beta, and gamma) was quite useful in analyzing activation of brain regions during smartphone user experience [ 12 ]. Fourth, researchers can allow participants to use wearable headsets to record data outside the laboratory [ 31 ].…”

Section: Discussionmentioning

confidence: 99%

“…Some studies show that, in aesthetic preferences, there are significant differences between subjective evaluations and brain data analysis. For example, a UX study on smartphone user experience compared the subjective evaluations and five brain bands of relative power on UX, flow, immersion, controllability, responsiveness, functionality, and pleasure [ 12 ]. It showed the significance of correlation of pleasure with beta, responsiveness with alpha, UX with gamma, and immersion and pleasure with theta, which demonstrated that subjective evaluations had some correlations with brain frequency bands but not all of them.…”

Section: Current Brain Research On Aesthetic Processingmentioning

confidence: 99%

“…The second method uses time-frequency and topography analysis to study the activation area using electrodes when users observe visual elements. Usually, there are five bands, alpha, beta, theta, gamma, and delta; lower theta is associated with better UX design, and alpha is active with beautiful images [ 12 ]. These experimental methods can be implemented using brain-computer interfaces (BCIs), which are communication systems where people interact with external devices solely using brain activity [ 13 ].…”

Section: Introductionmentioning

confidence: 99%

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A Review of EEG and fMRI Measuring Aesthetic Processing in Visual User Experience Research

Rui

2021

Computational Intelligence and Neuroscience

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In human-computer interaction, the visual interaction of user experience (UX) and user interface (UI) plays an important role in enriching the quality of daily life. The purpose of our study analyzes the use of brain-computer interface (BCI), wearable technology, and functional magnetic resonance imaging (fMRI) to explore the aesthetic processing of visual neural response to UI and UX designs. Specifically, this review aims to understand neuroaesthetic processing knowledge, aesthetic appreciation models, and the ways in which visual brain studies can improve the quality of current and future UI and UX designs. Recent research has found that subjective evaluations of aesthetic appreciation produce different results for objective evaluations of brain research analysis. We applied SWOT analysis and examined the advantages and disadvantages of both evaluation methods. Furthermore, we conducted a traditional literature review on topics pertaining to the use of aesthetic processing knowledge in the visual interaction field in terms of art therapy, information visualization, website or mobile applications, and other interactive platforms. Our main research findings from current studies have helped and motivated researchers and designers to use convincing scientific knowledge of brain event-related potential, electroencephalography, and fMRI to understand aesthetic judgment. The key trend finds that many designers, artists, and engineers use artistic BCI technology in the visual interaction experience. Herein, the scientific methods applied in the aesthetic appreciation to human-computer interface are summarized, and the influence of the latest wearable brain technology on visual interaction design is discussed. Furthermore, current possible research entry points for aesthetics, usability, and creativity in UI and UX designs are explicated. The study results have implications for the visual user experience research domain as well as for interaction industries, which produce interactive projects to improve people’s daily lives.

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“…, 事件相关电位 (Núñez-Peña et al, 2006;Shang et al, 2020;Shang et al, 2017), 事件相关震荡 (Ding et al, 2020;Sun et al, 2020) 觉( de Araujo et al, 2005;Kirk et al, 2009;McClure et al, 2004)、注意 (Carles & Corral, 2008;Ding et al, 2020;Tong et al, 2020)、记忆 (David, 2013;Depue et al, 2013)、情感 (Carretié, Martín-Loeches, et al, 2001;Klados et al, 2009;Schupp et al, 2004)、意识 (Richard & John, 1986;Schneider & Chein, 2003)等研究方向切入, 采用 fMRI (Plassmann et al, 2012;Tong et al, 2020;Watson et al, 2016)、 ERP (Núñez-Peña et al, 2006;Shang et al, 2020;Shang et al, 2017)、ERO (Ding et al, 2020;Sun et al, 2020)、眼动 (Kusumawati et al, 2018) Atwal, G., & Williams, A. (2009).…”

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The cognitive psychological process of brand consumption journey: The perspective of neuromarketing

Xie¹,

Liu²,

Chen³

et al. 2021

Adv Psychol Sci

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Brand consumption journey usually refers to the multi-dimensional (including cognition, emotion, feeling, behavior and brand relationship) response to brand consumption service. Revealing the cognitive psychological process of brand consumption journey has become the focus and hotspot in the field of marketing. Based on the relevant research results of functional magnetic resonance imaging (fMRI), event-related potentials (ERP) and event-related oscillation (ERO), this paper divides the cognitive psychological process of consumers in the brand consumption journey into four stages: attention-attraction, decision-making, consumption experience and brand loyalty. Meanwhile, this paper systematically expounds the neural mechanism and brain activities of consumer psychological process in each stage, and further reveals the blueprint of consumer psychology. Future research can further explore the representational meaning of different neural indicators in specific marketing situations, and analyze the neural coupling between multiple subjects by applying with hyperscanning technology.

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An Exploratory Study Using Electroencephalography (EEG) to Measure the Smartphone User Experience in the Short Term

Cited by 23 publications

References 57 publications

Does coffee taste better with latte art? A neuroscientific perspective

Does coffee taste better with latte art? A neuroscientific perspective

A Review of EEG and fMRI Measuring Aesthetic Processing in Visual User Experience Research

The cognitive psychological process of brand consumption journey: The perspective of neuromarketing

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