Connecting on Movie Night? Neural Measures of Engagement Differ By Gender

Samuel Barnett, Moran Cerf

Research output: Contribution to journalArticle

Abstract

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 languageEnglish (US)
Pages (from-to)314-318
Number of pages5
JournalAdvances in Consumer Research
Volume43
StatePublished - 2015

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