We propose a novel method, Cross Brain Correlation (CBC), to study between-group differences in responses to complex stimuli, such as movies or advertisements, based on agreement across multiple brains while experiencing content. Clustering this neural data (i.e. segmentation by gender) can distill preferences that are not captured by traditional means.
|Original language||English (US)|
|Number of pages||5|
|Journal||Advances in Consumer Research|
|State||Published - 2015|