Method for Selecting an Engagement Index for a Specific Type of Game Using Cognitive Neuroscience

Biercewicz, Konrad; Borawski, Mariusz; Duda, Jarosław

doi:10.1155/2020/2450651

Cited by 8 publications

(5 citation statements)

References 36 publications

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“…Participation in the experiment is voluntary, and there is no financial reward. This sample size is standard in neuromarketing studies [61,62,63].…”

Section: Methodsmentioning

confidence: 99%

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Image destination engagement from a cultural perspective—A neuromarketing approach for a Spanish-German study

Mas,

Jaszus,

Gómez

et al. 2024

Smart. Tour.

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<p>The importance of the image of the tourist destination in the communication and marketing of a tourist destination is beyond doubt. For this reason, numerous studies address these issues. However, not so many do so from the perspective of the emotion the receiver feels, which is why this study deals with analyzing the emotion generated in the receiver through neuromarketing techniques and measuring the level of engagement felt. As a fundamental part of this study, we added the variable of cultural differences, both generically and specifically for gender and age. We are mainly guided by the theories of Life Cycle Theory and Generational Theory to analyze age differences. At the same time, gender differences are approached from the Gender Role Theory. The sample comprises hundred individuals with apparent cultural differences, one sample of German origin and residence and the other of Spanish origin and residence, 50/50. We approached the study from the point of view of the emotion felt by the receiver of the message based on ten neuromarketing techniques (EGG) and ten images used by a famous tourist destination known in both countries. The results suggest that not only are there differences in the emotion felt after viewing images of a tourist destination, but that these differences are also explained by cultural background, gender, and age.<strong></strong></p>

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“…Participation in the experiment is voluntary, and there is no financial reward. This sample size is standard in neuromarketing studies [61,62,63].…”

Section: Methodsmentioning

confidence: 99%

“…There is a base of authors who have approached the measurement of so-called emotional engagement through neuromarketing techniques, specifically with EGG, both at a generic and a more general level [63,70] and specifically in the area of communication [71].…”

Section: Methodsmentioning

confidence: 99%

Image destination engagement from a cultural perspective—A neuromarketing approach for a Spanish-German study

Mas,

Jaszus,

Gómez

et al. 2024

Smart. Tour.

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“…All individuals had higher education and belonged to the middle social class. This sample size is standard in neuromarketing studies (Biercewicz et al, 2020; Guixeres et al, 2017; Moya et al, 2020).…”

Section: Methodsmentioning

confidence: 99%

Emotions in fear communication: A cross‐cultural neuromarketing approach

Mas,

Gómez,

Carrero

2023

Psychology and Marketing

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This research analyzes how the receiver's emotional response to fear communication differs across cultural groups of origin (Europe vs. Latin America), as well as individual traits such as the level of fear of each individual, motivated by the lack of previous studies that address the receiver's reaction from a cross‐cultural perspective in this type of communication. To achieve this objective, this work was born from the conjunction of two lines of research, which are synergistic. On the one hand, we have focused on works based on the theory of the appeal to fear, which, as we have seen, discusses the different reactions that the news receiver may have to fear communication. On the other hand, studies concerning the uncertainty avoidance theory explain different emotional behaviors in the face of fear, depending on the individual's cultural biases. We analyze whether the culture of origin moderates the emotional response to this type of communication, as well as whether culture of origin also influences the relationship between the level of personal fear and the emotion felt about the fear communication. To answer these questions, we have used neuromarketing techniques to analyze the emotional response to a series of images taken from The New York Times, the most widely‐circulated English‐language general daily newspaper. We selected these images by grouping the issues that generated the most concern among the world's population in 2022. The present research results indicate a significant discovery: persons originating from Latin American cultures displayed a notably more significant emotional response to fear communication than individuals from European cultures. This underscores the major impact of cultural context on the emotional processing of fear communication.

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“…Basic pattern detection is called pattern recognition [24]. Pattern recognition is used to recognize complex objects from a property of the object that will be recognized by the characteristics of the object [25]. Pattern recognition can be formally described as a process of receiving patterns or signals based on measurement results which are then classified into one or more certain categories [26].…”

Section: E Pattern Recognitionmentioning

confidence: 99%

Baluk olas (Eighteen) Sasak Scripts in the Digital Era Based on the Mobile Games

Tajuddin,

N Jaya,

Anas

et al. 2023

Int. J. Adv. Sci. Eng. Inf. Technol.

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Sasak baluk olas scripts are the cultural heritage of the ancient Sasak people used to write in manufacturing books, ancient manuscripts, Sasak songs, inscriptions, or correspondence, which are very important to preserve. Therefore, this research developed a model and software for recognizing Sasak alphabets. This research is a model and software built using feature extraction zoning. In comparison, the algorithm used is the Self Organizing Maps (SOM) algorithm. Test results and level of accuracy ANN SOM in recognizing the Sasak alphabets are quite satisfying. Baluk Olas Sasak alphabets have become one of the compulsory subjects for students from elementary to junior high school. Complaints of students accommodated in the parents' questionnaire showed that as many as 52.86% stated that learning the Sasak language, especially the Sasak alphabet, was felt students to be difficult. These problems can be overcome with the technology they can be overcome with a new learning method in Information Technology, one of which is by utilizing Game-Based Smartphone technology. Baluk Olas Script Learning is implemented into an Android-based educational game using the Multimedia Development Live Cycle (MDLC) method and designed as attractive as possible, aiming for students' interest in learning the Baluk olas alphabet more increase. The results of community surveys, especially among children, "Baluk Olas Alphabet" Game got a good response as a media aid in learning the Baluk Olas script, with a percentage of 76,67% interested in the aspect of user friendly.

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Method for Selecting an Engagement Index for a Specific Type of Game Using Cognitive Neuroscience

Cited by 8 publications

References 36 publications

Image destination engagement from a cultural perspective—A neuromarketing approach for a Spanish-German study

Image destination engagement from a cultural perspective—A neuromarketing approach for a Spanish-German study

Emotions in fear communication: A cross‐cultural neuromarketing approach

Baluk olas (Eighteen) Sasak Scripts in the Digital Era Based on the Mobile Games

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