| United States Patent |
6,292,688
|
|
Patton
|
September 18, 2001
|
Method and apparatus for analyzing neurological response to
emotion-inducing stimuli
Abstract
A method of determining the extent of the emotional response of a test
subject to stimului having a time-varying visual content, for example, an
advertising presentation. The test subject is positioned to observe the
presentation for a given duration, and a path of communication is
established between the subject and a brain wave detector/analyzer. The
intensity component of each of at least two different brain wave
frequencies is measured during the exposure, and each frequency is
associated with a particular emotion. While the subject views the
presentation, periodic variations in the intensity component of the brain
waves of each of the particular frequencies selected is measured. The
change rates in the intensity at regular periods during the duration are
also measured. The intensity change rates are then used to construct a
graph of plural coordinate points, and these coordinate points graphically
establish the composite emotional reaction of the subject as the
presentation continues.
| Inventors:
|
Patton; Richard E. (Colorado Springs, CO)
|
| Assignee:
|
Advanced Neurotechnologies, Inc. (Colorado Springs, CO)
|
| Appl. No.:
|
608440 |
| Filed:
|
February 28, 1996 |
| Current U.S. Class: |
600/544; 600/300; 600/545 |
| Intern'l Class: |
A61B 005/04 |
| Field of Search: |
128/731,732,630
600/544,545,300
|
References Cited
U.S. Patent Documents
| Re34015 | Aug., 1992 | Duffy | 128/731.
|
| 4649482 | Mar., 1987 | Raviv et al. | 128/731.
|
| 4736307 | Apr., 1988 | Salb | 128/731.
|
| 4744029 | May., 1988 | Raviv et al. | 128/731.
|
| 4789235 | Dec., 1988 | Borah et al.
| |
| 4794533 | Dec., 1988 | Cohen.
| |
| 4815474 | Mar., 1989 | Duffy | 128/731.
|
| 4862359 | Aug., 1989 | Trivedi et al. | 128/731.
|
| 4955388 | Sep., 1990 | Silberstein.
| |
| 5024235 | Jun., 1991 | Ayers.
| |
| 5113870 | May., 1992 | Rossenfeld.
| |
| 5137027 | Aug., 1992 | Rosenfeld.
| |
| 5230346 | Jul., 1993 | Leuchter et al.
| |
| 5243517 | Sep., 1993 | Schmidt et al.
| |
| 5331969 | Jul., 1994 | Siberstein | 128/731.
|
| 5339826 | Aug., 1994 | Schmidt et al.
| |
| 5392788 | Feb., 1995 | Hudspeth.
| |
Primary Examiner: Peffley; Michael
Attorney, Agent or Firm: Vedder Price Kaufman & Kammholz
Claims
What is claimed is:
1. A method of determining the extent of the emotional response of a test
subject to stimuli in the form of a presentation having at least a
time-varying visual content, said method comprising preparing a
presentation having stimuli in the form of a time-varying visual content,
positioning at least one test subject to observe said presentation
including said stimuli for a given duration, establishing a path of
communication between said at least one subject and a brain wave
detector/analyzer capable of measuring at least an intensity component of
each of at least two different brain wave frequencies, each of which is
associated with a base emotion, permitting said at least one subject to
view said presentation, recording periodic variations in said intensity
component of said brain waves at each of the particular frequencies
selected, recording the change rates in each of said intensity components
periodically during said duration of the presentation, and using said
intensity change rate data to construct a graph comprised of plural
coordinate points each having a component along each of two axes, with all
of said coordinate points graphically establishing the composite emotional
state of said subject to said presentation.
2. A method of determining a correlation between a composite emotional
state desired to be imparted to a test subject by making an audio visual
presentation to said subject and the emotional state actually induced in
said subject by making said presentation, said method comprising
identifying at least two basic emotion scales, including a
pleasure/displeasure scale and an arousal/indifference scale, determining
an electroencephalographic brain wave frequency associated with each of
said scales, making an audio/visual presentation to at least one test
subject while said subject is connected to a brain wave detector/analyzer
associated with an electroencephalographic brain wave pickup, noting a
variation from time to time in an amplitude of brain waves at each
characteristic frequency during the presentation, recording the change
rates and directions of said amplitudes at a plurality of intervals during
said presentation, and thereafter, using a plot of said amplitude change
rates, creating a graph whose points represent coordinate points derived
from said changes along a given axis for each of two basic emotion scales,
said coordinate points thereby representing on a circumplex display the
emotional states of the test subject from time to time.
3. A method of determining whether an advertising presentation affects a
test subject exposed to said presentation, said method comprising
presenting advertising material having a given content to a subject by way
of an audio/visual presentation; selecting at least two frequencies, each
characteristic of a measurable base emotion in a human subject and
recording the intensity of an electroencephalographic signals having
values generated by the subject over a number of sampling intervals during
viewing of the presentation, by the subject, recording said values and
change rates of said values on a plurality of scales, each corresponding
to one of the selected frequencies, graphically determining a composite
emotional state of said subject for each sub-interval of a plurality of
sub-intervals wherein said presentation is being made, subsequently
presenting to the subject advertising material having a content that is
different from but is thematically related to the original advertising
material; and subsequently recording and analyzing the emotional state of
the subject subsequent to the presentation of the thematically related
material during a time following said second presentation when portions
only of said original presentation are brought to the attention of said
subject.
4. A method of altering an advertising presentation having a given content,
said method comprising selecting at least one test subject, placing the
test subject in communication with an electroencephalographic pick up and
brain wave detector/analyzer capable of recording and analyzing spectral
data associated with the subject, constructing a composite emotional state
profile of the subject using variations of at least two measurable base
emotions in the subject, including the emotions of pleasure and arousal,
determining whether the composite emotional state of the test subject
corresponds to that intended to be imparted by the advertising
presentation; noting where the subject has failed to attain the desired
emotional state; revising the content of the advertising message in part
and retesting the subject using the same methods to determine whether such
content changes have succeeded in altering the composite emotional state
of said test subject.
5. A method of determining the extent of an emotional response of a test
subject to an advertising presentation having audio/visual content, said
method comprising preparing a presentation having a time-varying
audio/visual content and intended to elicit a particular overall emotional
response in an audience to whom viewing said presentation will ultimately
be made, positioning at least one test subject in a position to observe
said presentation for a given duration, establishing a path of
communication between said at least one subject and an
electroencephalographic brain wave detector and a brain wave analyzer
capable of measuring the intensity of brain wave signals of two different
frequencies, a first frequency associated with the emotion of pleasure and
a second frequency associated with the base emotion of arousal, permitting
said at least one subject to view said presentation and recording the
absolute values of brain wave intensity at plurality of intervals during
the time when said subject is viewing said presentation, thereby
subdividing said presentation into a plurality of sub intervals,
thereafter determining the change of intensity and intensity change rates
of both selected brain wave frequencies, using the changes of intensity of
each point relative to a preceding point to establish values for each of
said sub intervals, creating a two-axis, pleasure v. arousal graph having
a plurality of coordinate points each representing a pair of the marginal
values, one taken from each of said pleasure and arousal scales, and
thereafter graphically determining the emotional state of the test subject
at each sub interval of the presentation, and an emotional history of the
subject during the presentation, and comparing the achieved emotional
response of the test subject to the intended response to determine whether
changes in the content of the presentation are indicated so as to increase
the likelihood that the audience intended to view the presentation will
display the intended emotional response.
6. A method as defined in claim 5, wherein said at least one test subject
comprises a plurality of test subjects.
7. A method as defined in claim 5, wherein said at least one test subject
comprises at least 10 test subjects, and wherein an emotional history of
said subjects is determined by statistically analyzing all of said test
subjects as a group.
8. A method as defined in claim 5, which further includes measuring the
intensity of brain wave signals at a third frequency, said third frequency
being associated with dominance, and which further includes creating two
additional two-axis graphs, each of said graphs having four quadrants one
comparing pleasure and dominance and the other comparing arousal and
dominance, and said method also including determining said composite
emotional state of said test subject by noting the quadrant in which
coordinate points are located and comparing such coordinate points with a
predetermined description of the content of such quadrant.
9. A method of determining the extent of an emotional response of a test
subject to an advertising presentation, said method comprising preparing a
presentation having a time-varying content and intended to elicit a
particular overall emotional response in an audience to whom viewing said
presentation will ultimately be made, positioning at least one test
subject capable of capable of undergoing individual emotional responses
each represented by a particular frequency and intensity in a position to
observe said presentation for a given duration, establishing a path of
communication between said at least one subject and an
electroencephalographic brain wave detector and a brain wave analyzer
capable of measuring an intensity characteristic of brain wave signals of
a plurality of substantially exact but different frequencies, each of said
frequencies being associated with a predetermined base emotion, permitting
said at least one subject to view said presentation and recording the
absolute values of said brain wave intensity characteristic at a plurality
of intervals during said duration when said subject is viewing said
presentation, thereby subdividing said duration into a plurality of
individual time segments, thereafter determining the intensity
characteristic changes and intensity characteristic change rates of said
plurality of brain wave frequencies, using the changes of said intensity
characteristic of each point relative to a preceding point to establish
marginal values for each of said time segments, creating at least one
two-axis graph, said graph having axes corresponding to two of said base
emotions and including a plurality of coordinate points each representing
a pair of the marginal values taken from a selected emotion scale,
thereafter graphically determining the composite emotional state of the
test subject at each segment of the presentation, and comparing the
achieved emotional response of the test subject to the response intended
to be achieved to determine whether changes in the content of the
presentation are indicated so as to increase the likelihood that the
audience intended to view the presentation will display the intended
emotional response.
10. A method as defined in claim 1, wherein said advertising presentation
is a television commercial.
11. A method as defined in claim 1, wherein said advertising presentation
is an audio presentation.
12. A method as defined in claim 1, wherein said at least one test subject
comprises a plurality of test subjects.
13. A method as defined in claim 1, wherein said at least one test subject
comprises at least 10 test subjects.
14. A method as defined in claim 13, which further includes applying
statistical analysis to the results of the test subjects.
15. A method as defined in claim 13, wherein a determination of the
emotional state of each of said test subjects is made by determining the
number and duration of quadrant visits of each of said subjects without
precisely determining the emotional state of each of said test subjects.
16. A method as defined in claim 1, wherein said intensity characteristic
of said brain wave signals comprises the amplitude of said brain wave
signals.
17. A method as defined in claim 1, wherein said plurality of frequencies
includes frequencies of 8 Hz, 16 Hz, and 26 Hz.
18. A method as defined in claim 1, wherein said predetermined base
emotions are pleasure and arousal.
19. A method as defined in claim 1, wherein said plurality of different
frequencies includes five frequencies, the base emotions relating to said
frequencies being pleasure, arousal, dominance, comprehension and
pictorial comprehension.
20. A method as defined in claim 1, wherein each of said individual time
segments comprises a segment of not more than two seconds duration.
21. A method as defined in claim 1, wherein said presentation has a
duration of from about 15 seconds to about 1 minute.
22. A method as defined in claim 1, which further includes determining the
emotional response of the test subject during presentation and comparing
said emotional response of the test subject to the content of the
presentation as a method of further analyzing said presentation.
Description
BACKGROUND OF THE INVENTION
The present invention relates generally to methods and apparatus for
neurological testing, and more particularly, to methods and apparatus for
determining the emotional state of an individual over the period of time
during which that individual is being exposed to time-varying stimuli.
While in one respect the invention applies to determining the
neurological, psychological, or emotional response of an individual to
test stimuli, in many instances, the invention is applicable to using
individuals to test a program containing certain stimuli, in order to
determine whether such a program will subsequently create favorable
responses in other individuals of similar sociocultural-economic makeup.
One of the most practical applications of the method and apparatus with
which the invention is presently concerned is that of consumer response
testing. Accordingly, this aspect of the method will be discussed
immediately herein, while a discussion of other applications and purposes
implicit in the invention will be set out elsewhere herein.
In the United States, and elsewhere throughout the world, advertising is
heavily used to promote consumer, commercial and industrial products. It
is almost universally accepted that, as between or among products which
are generally similar to one another in content, price, or quality,
successful advertising can help a particular product achieve much greater
market penetration and financial success than an otherwise similar
product. Advertising, and particularly consumer advertising, although a
multi-billion dollar industry in the United States alone, is an area
wherein workers find it extremely difficult to create and reproduce what
prove to be consistently successful advertising campaigns, themes, or
other materials. It is likewise accepted that while it is often easy to
predict that response to a particular proposed advertisement or campaign
will be unfavorable, it is not known how to create individual
advertisements and/or campaigns which can virtually be assured of success
on a consistent basis.
Moreover, while it is not always difficult to discover how to make
advertising which may simply interest or amuse potential consumers, or to
create advertising that consumers will remember, it is often quite another
thing to create an advertisement or campaign which succeeds in actually
motivating potential consumers to become actual consumers. There are
numberless instances known to the advertising community wherein
advertising for a particular product is well recognized, is associated
with the product and creates a lasting and favorable impression on the
consumer as regards the manner in which the advertisement is presented.
Yet, as far as can be accurately measured, many such ads fail to impel
viewers to use more of such product, or favor it over that of a
competitor.
The advertising industry has also recognized that an advertisement must
serve the functions referred to above and that this is normally done in
individual stages. Thus, the agencies realize that the creative message
must attract the user in some way, and preferably, convey a message or
impression about the product as well as contain a command or "call to
action." However, the particular emotion required to secure attention may
defeat the purpose of the message or compromise the call to action
portion. Likewise, a part of the message, in an attempt to be clever, may
offend some viewers or, in an attempt to gain attention, may appear more
frivolous than intended.
Hence, it is very difficult on a prospective basis to predict whether a
viewer will see a commercial as imaginative and clever on the one hand or
frivolous and incredible on the other, when the differences in such
presentation are very slight. Similarly, an overly detailed message may
appear to be too clinical or perhaps worse, condescending, while another
message may be non-offensive but also non-informing. The differences in
comprehensional and emotional states of advertising material viewers may
be slight but extremely important.
Hence, among all the possible advertisements that might be produced in the
hopes of generating a successful consumer response, even where a large
number of efforts are summarily dismissed or weeded out, the persons
preparing the advertising and the companies using the advertising for
promotional purposes simply cannot be sure within narrow limits as to
whether particular advertising material will be a success in the
marketplace. Accordingly, it is common to find that long after decisions
are made and expenditures incurred in pursuit of presenting a particular
advertisement (or theme or campaign of advertisements), that such efforts
have simply not been successful, in that the campaign failed to produce
sales in amounts proportionate to the expenditure of effort and money.
It is believed that an ideal advertisement is one which can be comprehended
by the viewer or listener, which contains an inherently credible message,
and which contains an imperative or call to action which will stimulate
the viewer or listener to purchase the product in question. The
advertising industry has for decades accepted the principle that a simple
presentation of an advertising message in cold, hard, clear and logical
terms is usually insufficient to induce a prospective purchaser to buy a
particular product.
Even if viewers were highly analytical, (and it is accepted that most
consumers are not), there is still the problem of differentiation between
products whose characteristics are either highly subjective or whose
quantitative differences are very minute vis-a-vis those of a competitor.
Thus, the flavor of a beer or a hamburger, or the appearance of an article
of clothing, is simply incapable of being quantified and presented in
analytical terms. Even if such were the case, the question of motivation
to buy a selected product would still remain.
Consequently, it has come to be accepted that in a great majority of cases,
with a few possible exceptions not pertinent here, the decision to buy
products is an emotional one in one sense or another. The presence of such
emotion does not imply that the choice is irrational, but merely that it
meets a need that the subject perceives himself to have, or will have, at
the time of purchase. Whether the emotional response is one of
self-satisfaction, one of belief that an intelligent choice has been made
or that the choice will create a favorable appearance, image or other
response in the buyer is not particularly important. According to the
invention, it is believed that discovering and qualitatively and
quantitatively analyzing the actual emotional response of a subject is the
key to correlation between an advertising presentation and a successful
sale of the product.
Referring again to the subject of advertising response, it would be ideal
if people preparing advertisements were able to put themselves in the
shoes, so to speak, of the particular customer. However, while certain
advertising agencies are able to use the talents of creative personnel who
are successful more often than not, a high degree of correspondence
between choosing and presenting a particular ad and achieving product
sales is simply not available on a consistent basis.
Of course, for many years, efforts have been made to determine consumer
reactions or consumer response to advertising by different methods of
obtaining "feedback." These include many forms of interviewing or testing
consumers, either individually or in groups. Programs which are commonly
used consist of "focus groups" made up of subjects who are shown different
materials and asked about their response to the materials. Other programs
comprise telephone interviews with members of a selected group or
universe. These efforts continue, but the results they obtain are often
questionable in terms of value to the advertiser.
The industry, having accepted that the word of a person creating an ad is
insufficient to insure success, and knowing that a product proprietor does
not consistently hold the key to identifying and pursuing advertising
successes, has relied significantly on focus groups and questionnaires,
those research techniques, including the use of reaction surveys, which
are now in common use.
The answers of persons who are questioned during response testing, however,
are notoriously unreliable as an indicator of their true emotions. For
years, workers in the field have realized that, for any number of reasons,
test subjects tend not to recall, or to be indirect, evasive or simply
inaccurate in describing their emotional response to a particular
stimulus. Thus, even if these subjects were able to recall accurately
their emotional state at the time of perceiving stimuli, the likelihood
that they could recall and identify an exact emotional state or set of
feelings, particularly where the emotions change rapidly, is very
unlikely.
This is thought to be attributable to a number of causes, including
inadequate vocabulary and possible protection of the ego of the test
subject vis-a-vis the tester. Thus, many test subjects are reluctant to
disclose that they are more emotional than seems prudent, particularly
when disclosing such an emotional state to a virtual stranger. More
important than the vagaries of recollection and characterization of
emotions at a particular time is the comparatively recent realization that
during an advertising presentation, (for example, a television commercial
lasting 15 to 30 seconds), the subject undergoes a large number of
emotional state changes. Therefore, asking the test subject to recall each
such state and its comparative intensity is simply asking the impossible.
According to the present invention, tests have shown that a subject might
undergo as many as 5, 10 or even 15 changes in emotional response while
watching a commercial that lasts only 15 to 30 seconds. Because emotional
states vary, and change with great rapidity in intensity and/or polarity,
(or simply disappear altogether), it has been realized that a higher
quality of emotional states analysis is required for response testing to
achieve maximum effectiveness.
According to the present invention, it is believed that if a
second-by-second recording could be made of the emotional state of a
viewer of a television commercial, and if it could be shown how such
emotional changes correspond to the exact subject being presented at any
one increment of time, successful or improved commercials could be created
with regularity. Thus, and referring to the previous discussion, if a
particular subject were to report that he were "turned off" by a
particular commercial, then a worker might consider that the commercial
was a failure. However, it is at least possible if not likely that certain
features of that exact same commercial might have had strong attraction
for the viewer, and it was another aspect or portion of that same
commercial that "turned off" the subject. If this were actually the case,
then the attractive parts of any given presentation could be retained and
unsatisfactory portions could be eliminated or modified. By the same
token, subject matter creating a strong positive response could be
utilized to the greatest possible extent and could be repeated and/or
incorporated in other materials.
It has been established through medical research, including that carried
out by the Naval Aerospace Medical Research Laboratory, that EEG
recordings reflect the fact and manner of information processing by an
individual in a general or global sense. Thoughts, feelings, perceptions,
and instructions all are processed in the brain as information, the
reflection of which processing is detectable using EEG methods.
According to now accepted principles, the electrical activity incident to
brain function can be detected and measured. Electroencephalography
("EEG") is the science of measuring brain waves. Using research
information which correlates brain wave activity of a particular frequency
and character to a particular emotion makes it possible to discriminate
among polar opposite emotions as well as closely allied emotions. In the
present context, the primary emotions (and their polar opposites) with
which the invention is concerned are those of pleasure, arousal,
dominance, abstract comprehension and pictorial comprehension.
The emotion of pleasure is self-explanatory and relates to enjoyment of
what is being perceived. Abstract and pictorial comprehension are
essentially self-explanatory. Arousal refers to an awakening of interest
in the subject matter and dominance, or its polar opposite,
submissiveness, refers to receptivity or openness to ideas or suggestions.
Thus, a person whose emotions are in a dominant state is not open to
suggestion, and a person in a low state of arousal lacks interest in an
idea.
Referring to the mechanics of measuring emotion, the invention utilizes
what is termed a circumplex model for correlating neurophysiological
manifestations to emotions. The circumplex model has a pair of orthogonal
axes intersecting at an origin. The emotions are displayed as points
arranged in a circle about the origin, with diametrically opposed points
representing polar opposite emotions and adjacently displayed points
representing emotions that differ from each other more by shading than by
character. Graphs are made by plotting positions on the circumplex and the
character of the subject emotion is established by mathematical modeling
("non-linear analysis") based on brain wave frequency and intensity.
Inasmuch as an important aspect of the invention concerns the emotional
changes undergone by the subject in response to presentation and detection
of stimuli, the graphical or mathematical models are utilized to establish
emotional conditions at various times and track the history of the
emotional changes in relation to the stimuli. These methods then enable a
comparison to be made between presented subject matter and a true,
objective emotional response in the test subject. In general, this
"non-linear dynamic" method establishes the relationship or linkage
between EEG data and brain function, and hence, emotion. Research workers
can convert data taken during observation of stimuli by a subject into an
accurate, second-by-second record of the emotional response of the test
subject to the stimuli being presented. While the manner of analysis will
be described in greater detail, the invention has been successfully
practiced by measuring the amplitudes of EEG waves at up to five
individual frequencies, including 8 Hz (cycles per second), 13 Hz, 16 Hz,
18 Hz and 26 Hz. At each given frequency, the amplitude of the signal is
indicative of the strength of a particular emotional component.
Comparing the values of a given component on one scale to the value of a
component taken on another scale enables the tester to establish an
accurate, all-around emotional state at a given instant. The general state
determined by comparing two values is then refined into an exact emotional
profile using comparisons of other values as auxiliary or follow-on steps.
The invention holds out the promise of correlating these measurements of
emotional intensity and characterization to a series of exactly defined
emotions and, equally important, the changes and change rates in these
emotions as the subject is exposed to stimuli, typically one or more
audio-visual presentations. These changes and rates are sometimes called
"composite emotional forces."
In view of the failure of the prior art to provide an effective method of
determining the emotional response of a test subject of the content of
time-varying stimuli, it is an object of the present invention to provide
a method and apparatus for this purpose.
Another object of the invention is to provide a test method which will
enable a correlation to be established between the actual emotional state
of a subject being measured and the content of a message or other stimulus
being presented to the subject at any given time interval within the
presentation.
Yet another object of the invention is to provide an improved method and
apparatus for analyzing the effectiveness of actual or proposed
advertising copy or other presentational material.
A further object of the invention is to provide a method for enabling
emotions and emotional changes and change rates in a test subject to be
determined by directly measuring several components of the emotion and
plotting the components to characterize the emotion in an accurate way.
A still further object of the invention is to provide a method of charting
a sequence of emotional response signals in graphically visible form so as
to facilitate analysis of an overall emotional response to predetermined
stimuli.
An additional object of the invention is to provide a method of classifying
the acceptability of advertising content by predetermining its emotional
impact on test subjects before determining the final form which such
advertising will take.
Another object of the invention is to utilize a method of direct testing of
emotional components in selected individuals as a way of measuring the
anticipated response to a given advertisement by individuals in the
general population, and hence to greatly increase the predictability that
such advertisements will succeed.
Yet another object of the invention is to provide a method that will
minimize or eliminate waste of advertising by preventing advertisers from
presenting ads that are unlikely to succeed, based on predictions using
direct emotional response test subjects.
A further object of the invention is to provide a series of correlational
tools to associate individual emotional response components, both in
character and intensity, with particular brain wave activities for the
purpose of accurate emotional response testing.
The invention achieves the foregoing and other objects and advantages by
positioning a test subject to observe the selected stimuli for a given
duration, establishing a path of communication between the subject and a
brain wave detector/analyzer, determining at least two frequencies at
which brain waves corresponding to particular emotional component intended
to be analyzed are generated, presenting stimuli to a test subject,
recording the amplitudes of brain waves at particular frequencies and
thereafter comparing the amplitude changes in the different brain wave
frequency bands, over the duration of the presentation, and thereby
determining the overall and particular emotional responses of the test
subject to one or more of the various individual portions of the
presentation containing the stimuli.
The invention also achieves its objects and advantages by providing a
method of emotional analysis that includes determining which one or more
emotional scales are important to the subject matter of a test or other
analysis, determining the brain wave frequencies which characterize such
one or more emotional scales and wherein the brain waves vary in intensity
in relation to the degree of emotional response of a subject to input
stimuli in the form of a given presentation, exposing the subject to a
presentation having a particular, predetermined content, noting the
ongoing variations in intensity of the brain waves of the subject at each
of at least two measured frequencies, and thereafter calculating a
characteristic actual multiscalar response of the individual to the
content of the presentation for analyzing the response of the subject
during or after a given presentation.
The manner in which the foregoing and other objects and advantages of the
invention are achieved in practice will become more clearly apparent when
reference is made to the following detailed description of the preferred
embodiments of the invention set forth by way of example and shown in the
accompanying drawings, charts and appendices wherein like reference
numbers or legends indicate corresponding parts throughout.
BRIEF DESCRIPTION OF THE DRAWINGS
FIG. 1 is a schematic view of a part of the apparatus of the invention,
showing the manner of acquiring and processing brain wave signals from a
subject whose emotions are to be measured;
FIG. 2 is a graphic representation illustrating what is termed a circumplex
of emotions, arranged about a graphic origin;
FIG. 3 is a plot of the marginal values of the emotion of pleasure (a
frequency of 8 Hz) detected in a subject over a 10 second period, the
values comprising such data being processable in accordance with the
present invention;
FIG. 4 is a plot of the marginal values of the emotional state of arousal
over the same 10 second time period, taken at 16 Hz and being processable
in accordance with the invention;
FIG. 5 is a plot of the composite emotional force of the emotions taken at
the same time and from the same subject from whom data were taken as
reflected in FIGS. 3 and 4, with the plot of FIG. 5 representing the
algebraic product of the values taken from the charts of FIGS. 3 and 4;
and
FIG. 6 is a so-called phase plot showing the development of various
emotions and emotional intensity over the same 10 second time period
depicted in FIGS. 3-5, such plot corresponding to a graphic circumplex of
emotions.
DESCRIPTION OF THE PREFERRED EMBODIMENTS OF THE INVENTION
Before referring to the particular form of data developed by the use of the
inventive method, and the methods of displaying and analyzing such data, a
brief description will be given of a typical electroencephalographic
("EEG") brain wave detector and analyzer of the type used with the
invention. Thus, referring now to FIG. 1, there is shown in schematic form
a detector-analyzer apparatus generally designated 10 of the invention
positioned with pick up or test points positioned on the head portion
generally designated 12 of a test subject.
According to the invention, left and right hand test points 14, 16 are
selected, one on either side of the midline 18 of the scalp of the subject
12. The head is fitted with cup-type electrodes coated with an
electrically conductive gel, as is conventional and known to those skilled
in the art.
An electrical reference connection is selected, in this case on the right
side ear lobe 20. Further in accordance with the invention, an operational
amplifier receives and amplifies EEG signals that are transformed,
analyzed and recorded and/or displayed. Accordingly, the output from one
scalp point 14 and from the reference point are sent to the input
terminals of a first operational amplifier 22 forming part of an
operational amplifier bank 24. A second operational amplifier 26 receives
signals from the other scalp point 16 and the reference 20. Each amplifier
has a common feedback connection 30 which is grounded, as at 32.
The respective outputs 34, 36 of the amplifiers 22, 26 are fed to
individual, high-gain biologic amplifiers 38, 40 within a biologic
amplifier block 42, typically possessing a gain of 50,000 to 200,000 with
suitable bandpass filters enabling signals of 0.3 to 45 Hz to be passed
and the remainder to be blocked.
The respective outputs of the biologic amplifiers 38, 40 are passed to
analog-to-digital (A/D) converters 46, 48 which are interfaced with a
digital microcomputer such as a microcomputer made by Commodore or IBM,
for example. The output signals emerging from the converters 46, 48 are
seen in lines 50, 52.
Frequency information is calculated using transforms such as Fast Fourier
Transforms ("FFT") or Hartley or Wavelet transforms. The presently
preferred transforms are Wavelet transforms which minimize the
informational loss sometimes associated with FFT transforms.
With the computer 58 being properly programmed by the operator, displays of
and/or a recording can be made of the intensity or amplitude of ongoing
brain wave activity at each of five selected frequencies, the reasons for
the selection of which are discussed herein.
Bearing in mind that the inventive concept relates to making and refining
electrical measurements that are indicative of emotional states, reference
will now be made to classifications of various emotions in a manner
whereby the identity of the emotion is determined by analyzing a series of
graphs or charts having geometric characteristics. The invention uses an
arrangement of the representation of various emotions in a form which is
useful from the standpoint of creating models or representations for
purposes of analysis.
Referring now to FIG. 2. for example, there is shown what is termed a
"Circumplex of Emotions."
In the expression "circumplex" as used herein simply means a graph, chart
or the like wherein emotions are displayed around a center point or
origin, and lie along or between two orthogonally arranged axes. A
particular emotion is given a position on the graph in keeping with the
extent to which it is influenced by the presence of one other emotion. The
axes denote polarity, in that opposite positions on the graph show
generally opposite emotions. Moreover, there are two axes because the
graph compares intensity on two scales simultaneously. In the case of FIG.
2, the X-axis shows the emotions of pleasure-displeasure, or
pleasure/sadness, while the Y-axis denotes arousal or alarm and its polar
opposite, sleepy, tired or bored.
The expression "multidimensional scaling" as applied to FIG. 2 simply means
that the pleasure (or other) scale is compared to the arousal (or other)
scale, and the extent to which both emotions are present or absent will
graphically determine where the resultant data point is positioned on the
graph. FIG. 2 is sometimes referred to as the Mehrabian-Russel Paradigm.
Bearing in mind that each primary emotion has a polar opposite, and that
the amplitude of brain waves at any particular frequency is never zero or
less than zero, the polar opposite of any particular primary or tested-for
emotion is indicated by minimal (or zero) amplitude. For graphic purposes,
therefore, the origin is a starting or "neutral" point that is usually a
certain number of units above zero, i.e., halfway between zero and the
maximum anticipated attainable value. The amplitude used in these graphs
and charts therefore represents the degree to which the emotion in
question exceeds or falls below a neutral level.
The value in relation to the neutral point or reference represents the
intensity of the emotion. According to the invention, because an overall
emotional state is a composite of many factors, numerous charts are made
for a final graphic non-linear analysis. This is done by comparing
readings on one scale to readings on another scale. Where a more complex
profile is desired, several scales are used. In some cases, it is desired
to use as many as all possible combinations of those scales, taken two at
a time. For example, the amplitude at a given frequency representing one
emotional scale is plotted against the amplitude at another frequency
representing another scale. Using pleasure and arousal as examples,
pleasure intensity at a given time is compared to arousal intensity at
that time. Then, pleasure and dominance are used, etc. In many, if not
most cases, readings are made at frequent intervals, for example, just one
or two seconds apart. In other cases, as amplified below, longer intervals
or epochs are selected. The use of the computer permits tracking and
recording of five frequencies simultaneously.
Using the two selected frequencies of 8 Hz and 16 Hz as corresponding
respectively to pleasure and arousal, by way of example, a first "X-Y" or
two-dimensional plot is made. A resultant point derives from the intensity
of values on these two scales. This plot point has an angular component
that indicates its qualitative nature and a radial component indicating
its intensity. The qualitative character is determined by comparison with
a known angle/description or circumplex chart such as that described by
Plutchik (noted below) in 1994.
The angle/description or circumplex chart presently uses a refined or
extended and then modified version of the Mehrabian-Russel Paradigm, in
this case what are termed "adjusted" Plutchik Placements. Referring now to
Table 1, there are listed an entire population of emotion terms, each
having a characteristic angle from the origin, as follows:
TABLE 1
Angular Placement for a Population of Emotion Terms
Angular
Emotion Placement
Accepting 0.0
Agreeable 5.0
Serene 12.3
Cheerful 25.7
Receptive 32.3
Calm 37.0
Patient 39.7
Obliging 43.3
Affectionate 52.3
Obedient 57.7
Timid 65.0
Scared 66.7
Panicky 67.7
Afraid 70.3
Shy 72.0
Submissive 73.0
Bashful 74.7
Embarrassed 75.3
Terrified 75.7
Pensive 76.7
Cautious 77.7
Anxious 78.3
Helpless 80.0
Apprehensive 83.3
Self-conscious 83.3
Ashamed 83.3
Humiliated 84.0
Forlorn 85.0
Nervous 86.0
Lonely 88.3
Apathetic 90.0
Meek 91.0
Guilty 102.3
Sad 108.5
Sorrowful 112.7
Empty 120.3
Remorseful 123.3
Hopeless 124.7
Depressed 125.3
Worried 126.0
Disinterested 127.3
Grief-stricken 127.3
Unhappy 129.0
Gloomy 132.7
Despairing 133.0
Watchful 133.3
Hesitant 134.0
Indecisive 134.0
Rejected 136.0
Bored 136.0
Disappointed 136.7
Vacillating 137.3
Discouraged 138.0
Puzzled 138.3
Uncertain 139.3
Bewildered 140.3
Confused 141.3
Perplexed 142.3
Ambivalent 144.7
Surprised 146.7
Astonished 148.0
Amazed 152.0
Awed 156.7
Envious 160.3
Disgusted 161.3
Unsympathetic 165.6
Unreceptive 170.0
Indignant 175.0
Disagreeable 176.4
Resentful 176.7
Revolted 181.3
Displeased 181.5
Suspicious 182.7
Dissatisfied 183.0
Contrary 184.3
Jealous 184.7
Intolerant 185.0
Distrusful 185.0
Vengeful 186.0
Bitter 186.0
Unfriendly 188.0
Stubborn 190.4
Uncooperative 191.7
Contemptuous 192.0
Loathful 193.0
Critical 193.7
Annoyed 200.6
Irritated 202.3
Angry 212.0
Antagonist 220.0
Furious 221.3
Hostile 222.0
Outraged 225.3
Scornful 227.0
Unaffectionate 227.3
Quarrelsome 229.7
Grouchy 230.0
Impatient 230.3
Defiant 230.7
Aggressive 232.0
Sarcastic 235.3
Rebellious 237.0
Exasperated 239.7
Disobedient 242.7
Demanding 244.0
Possessive 247.7
Greedy 249.0
Wondering 249.7
Impulsive 255.0
Anticipatory 257.0
Boastful 257.3
Expectant 257.3
Daring 260.1
Curious 261.0
Reckless 261.0
Proud 262.0
Inquisitive 267.7
Planful 269.7
Adventurous 270.7
Ecstatic 286.0
Sociable 296.7
Hopeful 298.0
Gleeful 307.0
Elated 311.0
Eager 311.0
Enthusiastic 313.7
Interested 315.7
Delighted 318.6
Amused 321.0
Attentive 322.4
Joyful 323.4
Happy 323.7
Self-controlled 326.3
Satisfied 326.7
Pleased 328.0
Generous 328.0
Ready 329.3
Sympathetic 331.3
Content 338.3
Cooperative 340.7
Trusting 345.3
Tolerant 350.7
Using the above angular placement chart (termed Plutchik Placements), a
verbal or descriptive characteristic of each of scores of emotions can be
assigned to a resultant point determined by the graphic method just
described, i.e., a point arrived at by plotting the amplitudes of
simultaneously measured signals on two selected frequencies. Maintaining
the geometric analogy, angles 0-90.degree. comprise the First Quadrant,
91-180.degree. the Second Quadrant, etc. Please see FIG. 6 for an
illustration of the quadrant locations.
Referring now to Tables 2 through 5 below, four tables are presented which
contain the same subject matter as those in Table 1, except that the
emotions that were once in Quadrant One are now in Quadrant Three. In
other words, the former Plutchik values are "adjusted" by adding
180.degree. to them, and all have now become the "adjusted Plutchik
Placements," each being two quadrants away from its former value:
TABLE 2
Adjusted Plutchik Placements
Quadrant 1
Angle (Degrees)
1.3 Revolted
1.5 Displeased
2.7 Suspicious
3.0 Dissatisfied
4.3 Contrary
4.7 Jealous
5.0 Distrustful
5.0 Intolerant
6.0 Vengeful
6.0 Bitter
8.0 Unfriendly
10.4 Stubborn
11.7 Uncooperative
12.0 Contemptuous
13.0 Loathful
13.7 Critical
20.6 Annoyed
22.3 Irrated
32.0 Angry
40.0 Antagonistic
41.3 Furious
42.0 Hostile
45.3 Outraged
47.0 Scornful
47.3 Unaffectionate
49.7 Quarrelsome
50.0 Grouchy
50.3 Impatient
50.7 Defiant
52.0 Aggressive
55.3 Sarcastic
57.0 Rebellious
59.7 Exasperated
62.7 Disobedient
64.0 Demanding
67.7 Possessive
69.0 Greedy
69.7 Wondering
75.0 Impulsive
77.0 Anticipatory
77.3 Boastful
77.3 Expectant
80.1 Daring
81.0 Curious
81.0 Reckless
82.0 Proud
87.7 Inquisitive
89.7 Planful
90.7 Adventurous
TABLE 2
Adjusted Plutchik Placements
Quadrant 1
Angle (Degrees)
1.3 Revolted
1.5 Displeased
2.7 Suspicious
3.0 Dissatisfied
4.3 Contrary
4.7 Jealous
5.0 Distrustful
5.0 Intolerant
6.0 Vengeful
6.0 Bitter
8.0 Unfriendly
10.4 Stubborn
11.7 Uncooperative
12.0 Contemptuous
13.0 Loathful
13.7 Critical
20.6 Annoyed
22.3 Irrated
32.0 Angry
40.0 Antagonistic
41.3 Furious
42.0 Hostile
45.3 Outraged
47.0 Scornful
47.3 Unaffectionate
49.7 Quarrelsome
50.0 Grouchy
50.3 Impatient
50.7 Defiant
52.0 Aggressive
55.3 Sarcastic
57.0 Rebellious
59.7 Exasperated
62.7 Disobedient
64.0 Demanding
67.7 Possessive
69.0 Greedy
69.7 Wondering
75.0 Impulsive
77.0 Anticipatory
77.3 Boastful
77.3 Expectant
80.1 Daring
81.0 Curious
81.0 Reckless
82.0 Proud
87.7 Inquisitive
89.7 Planful
90.7 Adventurous
TABLE 4
Adjusted Plutchik Placements
Quadrant 3
Angle (Degrees)
185.0 Agreeable
192.3 Serene
205.7 Cheerful
212.3 Receptive
217.0 Calm
219.7 Patient
223.3 Obliging
232.3 Affectionate
237.7 Obedient
245.0 Timid
246.7 Scared
247.7 Panicky
250.3 Afraid
252.0 Shy
253.0 Submissive
254.7 Bashful
255.3 Embarrassed
255.7 Terrified
256.7 Pensive
257.7 Cautious
258.3 Anxious
260.0 Helpless
263.3 Apprehensive
263.3 Self-conscious
263.3 Ashamed
264.0 Humiliated
265.0 Forlorn
266.0 Nervous
268.3 Lonely
270.0 Apathetic
TABLE 4
Adjusted Plutchik Placements
Quadrant 3
Angle (Degrees)
185.0 Agreeable
192.3 Serene
205.7 Cheerful
212.3 Receptive
217.0 Calm
219.7 Patient
223.3 Obliging
232.3 Affectionate
237.7 Obedient
245.0 Timid
246.7 Scared
247.7 Panicky
250.3 Afraid
252.0 Shy
253.0 Submissive
254.7 Bashful
255.3 Embarrassed
255.7 Terrified
256.7 Pensive
257.7 Cautious
258.3 Anxious
260.0 Helpless
263.3 Apprehensive
263.3 Self-conscious
263.3 Ashamed
264.0 Humiliated
265.0 Forlorn
266.0 Nervous
268.3 Lonely
270.0 Apathetic
By arranging these in the graphic manner of FIG. 2, it will be noted that
"revolted" and "displeased" are displayed around zero degrees relative to
the origin, with their polar opposites, "happy" or "pleased" being
displayed at a 180.degree. location relative to the origin. "Adventurous"
and "planful" are displayed near the 90.degree. portion of this circular
scale whereas the opposites of arousal, for example, meek, appear near
270.degree., in a graphically opposite location.
Emotions that lie between the two sets of axes are considered a composite
of two of the basic emotions forming the axis plots. Again using the
graphic positioning analogy, the intensity of an emotion may be thought of
as represented by its distance from the origin. Consequently, the angular
location from the origin can indicate, in this convention, the nature of
an emotion which is a composite taken from two scales then being compared,
while the distance from the origin is taken to represent the intensity of
that emotion.
According to the invention, emotional responses are typically measured on
five separate scales, and each is then compared to every other response in
a certain sequence. Each response is associated with a characteristic
frequency detected by the EEG, namely, 8, 13, 16, 18 and 26 Hertz. The
emotions (and their polar opposites) found to correspond to these
frequencies respectively are pleasure, arousal, dominance, comprehension
and pictorial comprehension. These five responses are sometimes
collectively abbreviated "PADCPC". In one of the preferred examples
described herein, the amplitude characteristics were taken from the left
hemisphere electrode at the 8 Hz, 13 Hz, 16 Hz and 26 Hz frequencies, and
at the right hemisphere pickup for 18 Hz signals. These pickup points have
shown to provide the most reliable data for measuring the target
frequencies which are believed associated with the desired emotional
responses, i.e., the emotions of PADCPC.
In the description given herein, and in the claims, the expression
"emotional" or words of like import are used to denote a reaction
detectable by brain wave activity, without necessarily implying that these
responses do not have a rational or intellectual content. Thus, pictorial
comprehension and abstract comprehension may not always be properly
described as "emotions"; however, for purposes of this invention and for
the appended claims, the term "emotion" or the like is intended be broad
enough to encompass all of these reactions, i.e., "feelings" as well as
understanding.
In other words, for present purposes, a person having greater understanding
would be considered to have a different "emotional" state than a person
having less understanding, although comprehension or understanding are not
often thought of as "emotions." The expression "emotion" as used herein is
thus intended to encompass both rational activities, such as comprehension
or understanding, and a state of "feelings" such as anger, sorrow,
trepidation, etc.
Referring now to a working example of the invention, the apparatus of FIG.
1 was attached to a test subject and prechecked for proper operation. The
computer was programmed so as to receive and analyze input from both sides
of the scalp midline, feeding the inputs from the left pick up point 14 to
the operational amplifier 22 and those from the right portions of the
scalp to the amplifier 26. The information received relating to the
electroencephalographic signals were fed to the analog-to-digital
converters and fed to input ports at the computer. Pursuant to computer
instructions, frequencies of 8, 13, 16 and 26 Hz were taken from the left
side of the scalp and 18 Hz was monitored by the pick up point from the
right side of the scalp.
TABLE 6
Abstract Pictorial
Pleasure Compre- Compre-
Displeasure hension Arousal Dominance hension
Left Left Left Left Right
Second 8 Hz 13 Hz 16 Hz 26 Hz 18 Hz
1 3.18 7.98 4.19 2.19 8.13
2 3.75 7.36 4.27 2.11 5.76
3 2.06 7.87 4.35 2.37 4.02
4 2.04 6.09 4.06 2.54 6.16
5 2.79 6.17 4.74 2.01 4.18
6 3.26 6.38 4.92 3.17 3.09
7 6.17 5.96 4.68 3.90 3.29
8 9.76 5.45 4.11 3.85 7.32
9 9.23 9.16 3.98 4.10 8.92
10 9.45 9.87 5.71 4.03 3.46
11 9.67 10.11 6.04 3.09 4.13
12 9.03 10.98 6.01 3.11 4.07
13 8.54 11.67 6.02 3.28 4.05
14 8.14 10.68 6.71 3.73 5.15
15 9.03 10.59 6.01 2.67 5.45
16 9.11 10.23 5.96 2.15 4.06
17 9.01 10.11 5.43 2.20 4.02
18 8.86 10.13 5.16 2.67 4.19
19 8.06 9.89 4.13 2.98 3.09
20 7.45 4.3 4.17 3.14 8.17
21 6.08 6.73 4.16 3.27 7.69
22 6.18 6.49 4.37 4.16 7.96
23 6.01 6.15 4.92 4.98 8.27
24 5.96 9.18 5.81 6.43 8.76
25 4.32 10.12 5.86 5.01 8.01
26 10.14 4.54 6.74 3.47 8.02
27 10.17 4.16 7.31 3.44 8.47
28 10.18 8.19 8.19 3.49 7.95
29 10.25 8.72 9.01 3.07 7.67
30 4.35 8.35 8.43 2.54 7.37
Utilizing the capacity of the computer, as shown in Table 2, a reading was
made during each second of a thirty second audio-visual presentation. In
the left hand column of Table 6, the seconds are consecutively numbered
from top to bottom. The readings at each of the pick up points,
represented as amplitude in micro-volts, were detected and recorded. Thus,
merely for example and referring to the 8 Hz frequency activity at the
left side scalp pick up point, the voltage varies, beginning with an
initial value of 3.18, up to 3.75, down to 2.06 and 2.04, and then begins
to rise, etc. as shown by the data, and vary throughout the entire
recording period.
The other amplitudes are those set out in the Table. As noted in Table 6,
the 8 Hz column relates to activity on the pleasure scale, the 13 Hz
frequency to abstract comprehension brain activity, 16 Hz to activity on
the arousal scale and dominance to the 26 Hz activity, and the 18 Hz
activity representing pictorial comprehension. These values were obtained
from a subject that was given an opportunity to see a television
commercial that began the first second of time and continued through a 30
second interval.
According to the analysis method, two aspects of these measurements are
highly significant. First, each of the frequencies represents a
measurement of the target emotion on a numerical or intensity scale of
strongly positive to strongly negative.
Some correlations may be thought of in this system as attended by a
negative algebraic sign and some a positive sign. Thus, there is a
negative correlation between the degree of pleasure and increasing
amplitude. At any particular measurement interval, therefore, the lower
the amplitude of output waves at 8 Hz, the greater the pleasure at that
moment.
There is a positive correlation between signals from the left side of the
brain at 13 Hz and comprehension. Thus, to the extent that the amplitude
of 13 Hz brain waves at any particular time is high, the level of
comprehension is high, with low amplitudes of 13 Hz activity implying a
low or decreasing level of comprehension. The left electrode supplying 16
Hz waves produces a positive correlation between arousal and amplitude at
that frequency. Thus, a high amplitude at any particular second of time
indicates a high level of arousal at that particular instant while a low
amplitude indicates a low arousal level. Regarding the 26 Hz activity from
the left brain pickup site, the correlation between this amplitude and
dominance is negative. However, this could be expressed as a positive
correlation between amplitude openness or susceptibility. Thus, where
there is high amplitude, the emotion of being open to external influence
is great while the amplitude of the 26 Hz frequency is low, a sense of
autonomy or self direction increases, such condition being indicative of
low susceptibility to outside influence or direction.
Regarding signals from the right side of the brain at 18 Hz, there is a
positive correlation between amplitudes of this signal and pictorial
comprehension. Thus, as these amplitudes increase, the subjects are
experiencing greater ease of visually comprehending the stimuli being
instantaneously presented to them. As the amplitude of signals at this
frequency decreases, the subject is finding it increasingly difficult to
visually comprehend the stimuli being presented.
Inasmuch as considerable data are set out in Table 6, and because the
principles of the invention may be illustrated by utilizing a more
condensed example, the readings set out in the top third (or first 10
seconds) of Table 6 are reproduced in Table 7, as follows:
TABLE 7
Abstract Pictorial
Pleasure Compre- Compre-
Displeasure hension Arousal Dominance hension
Left Left Left Left Right
Second 8 Hz 13 Hz 16 Hz 26 Hz 18 Hz
1 3.18 7.98 4.19 2.19 8.13
2 3.75 7.36 4.27 2.11 5.76
3 2.06 7.87 4.35 2.37 4.02
4 2.04 6.09 4.06 2.54 6.16
5 2.79 6.17 4.74 2.91 4.18
6 3.26 6.38 4.92 3.17 3.09
7 6.17 5.96 4.68 3.90 3.29
8 9.76 5.45 4.11 3.85 7.32
9 9.23 9.16 3.98 4.10 8.92
10 9.45 9.87 5.71 4.03 3.46
Inasmuch as the apparatus and method of the invention are concerned as much
with emotional change and change rate as with absolute values, the
differences in measured amplitude readings between one second and the
reading in the preceding second are termed "marginal values" and are set
out in Table 8 as follows:
TABLE 8
Abstract Pictorial
Pleasure Compre- Compre-
Displeasure hension Arousal Dominance hension
Left Left Left Left Right
Second 8 Hz 13 Hz 16 Hz 26 Hz 18 Hz
1 0.0 0.0 0.0 0.0 0.0
2 .57 -.62 .08 -.08 -2.37
3 -1.69 -1.18 .08 .26 -1.74
4 -.02 -1.78 -.29 .37 2.14
5 .75 .08 .68 .37 -1.98
6 .47 .21 .18 .26 -1.09
7 2.91 -.42 -.24 .73 .2
8 3.59 -.51 -.57 -.05 4.03
9 -.53 3.71 -.13 .25 1.6
10 .22 .71 1.73 -.07 -5.46
The above Table 8 shows that, for example, all numbers in the Marginal
Values chart begin with zero, since whatever initial reading appears in
each column during the first second is considered a base line for purposes
of determining marginal values. Subtracting each earlier reading from the
immediately following reading in a series of steps gives these marginal
values. Thus, where, in the 8 Hz column of Table 7, 3.18 is the micro-volt
value of the initial reading, the second reading (3.75 micro-volts) is
0.57 units greater. This number is the marginal value at 8 Hz for second
number 2, and therefore appears as the second entry in the left hand
column of Table 8. From a value of 3.75, the micro-volt reading drops to
2.06, a difference of -1.69. This figure appears as the third entry in the
marginal value table, in the left hand column, and so on for each of the
five columns representing different emotional scales. The entire chart is
constructed according to these principles.
Table 8, therefore, shows marginal values, over a period of time, for each
of the five emotions detected at its characteristic frequency. According
to the invention, the determination of an emotional state is made by
graphically comparing values on one scale to values on another scale. More
particularly, a comparison is made between the marginal or change rate
values of one scale with those of another scale. This inventive concept is
what is termed "composite emotional force." Composite emotional force, as
is shown illustratively in Table 9, is a value that is the algebraic or
arithmetic product of two marginal values being compared at a particular
time. Thus, in Table 9 below, a value at any particular instant on one
scale is multiplied by the value on another scale at that same instant,
and the product, termed "composite emotional force," is shown in the right
hand column. The "composite emotional force" numbers are rounded but
represent the products of the numbers just referred to.
TABLE 9
Composite Emotional Force History - Pleasure/Arousal
Product
(Composite
Marginal X Marginal Y Emotional Force)
Second (8 Hz, Table 8) (16 Hz, Table 8) (rounded)
1 0.0 0.0 0.0
2 .57 .08 .04
3 -1.69 .08 -.13
4 -.02 -.29 .01
5 .75 .68 .51
6 .47 .18 .08
7 2.91 -.24 .70
8 3.59 -.57 -2.05
9 -.53 -.13 .07
10 .22 1.73 .38
FIGS. 3-5 in the drawings show charts of selected Marginal Values, namely,
Pleasure and Arousal, and what is termed a Composite Emotional Force
History based on these two scales. FIG. 3 of the drawings shows the
marginal values appearing in the left hand or 8 Hz data column of Table 8.
FIG. 4 shows the information appearing in the third data column of Table
8, i.e., the marginal values of "arousal" or 16 Hz values; and FIG. 5
shows what is termed "Composite Emotional Force," or the individual
arithmetic products of the series of values shown in the charts of FIGS. 3
and 4. In this connection, reference is made back to Table 9, wherein the
values from the first and second data columns of Table 8 are set out as
"Marginal X" and "Marginal Y." "X" and "Y" here means that the particular
scale is the X or Y axis on a plot of X (8 Hz) versus Y (16 Hz). The third
column of Table 9 is entitled "Composite Emotional Force" and represents
the arithmetic product of the other two columns, suitably rounded off to
two or three significant figures. The algebraic signs of the values follow
algebraic conventions, i.e., the products of two positive or two negative
numbers creates a positive algebraic sign in the product. If one but not
both of the multipliers are negative in algebraic sign, the product is
negative.
Referring now to Table 10, there are set out below what is termed a
"Composite Emotional Force History." The first row of this chart relates
to the values taken from the "Marginal X" or 8 Hz column of Table 9. The
largest positive number, 3.59, added to the largest negative number,
-1.69, gives a total excursion of 5.3, to the nearest decimal place.
Accordingly, the "Range" column of Table 10 shows the maximum excursion
total at a given frequency and the "Scale" column shows the average or
one-half that value, again to the nearest rounded tenths place number. The
"mean" is always zero, since the scale is half the range.
TABLE 10
Composite Emotional Force History
Scale Mean Range
X 2.6 0 5.3
Y 1.1 0 2.3
V 1.3 0 2.6
Reference is now made to the manner in which these EEG-derived values are
used in a non-linear analysis according to the invention. Thus, referring
now to FIG. 6 and Tables 9 and 11, which are to be taken together, FIG. 6
represents a so-called "phase plot" of points for the 10 seconds of time
just described. The graph of FIG. 6 shows a two-axis display of X and Y
marginal values where X is pleasure and Y is arousal. The absolute values
of pleasure/arousal are set out in Table 6; the marginal values or changes
from one second to the next are different from the absolute values. The
marginal values are used in FIG. 6, which shows a numbered series of
points, each lying in a particular quadrant and each point being located
from the marginal data of Table 9.
From the location of these points, it will be noted that there is an almost
random distribution, showing significant emotional differences on the
pleasure/arousal scales, which are those being measured during the 10
second interval in question. Some of the points wherein there is a
significant excursion from a prior value include point 3, wherein X is
strongly negative and Y very slightly positive. only points 5 and 10 show
significant positive Y values, while points 5, 7 and 8 show significant
positive X values, and point 3 shows a significant negative X value.
As shown in FIG. 6, there are nine plotted points, (2 through 10) each of
which by definition falls in one of the four quadrants. The points
illustrated are for a 10 second time series, and represent a "phase plot"
of pleasure versus arousal, with such emotions undergoing the changes
indicated in the graph.
Table 11 identifies each of points 2 through 10 in terms of an angle from
the origin, whereas Table 9 identifies the same points in terms of X-Y
(Cartesian) coordinates.
TABLE 11
Angle of Data Point
From Origin Corresponding
Second (degrees) Emotion
2 10 Stubborn
3 178 Accepting
4 155 Content
5 42 Hostile
6 25 Irritated
7 355 Indignant
8 348 Unsympathetic
9 198 Serene
10 83 Proud
Referring now to Table 12, there is shown what is termed an "aggregate
emotional profile" of the type wherein a number of subjects are exposed to
stimuli and a statistical analysis is made of their response. Thus, in
Table 12, time is shown as extending from left to right with there being a
column for each of seconds 1 through 10. The vertical column indicates
subjects A through J, totalling 10 different subjects, each of whom is
subjected to a test observation and data recording in keeping with the
invention. Here, the expression "quad visit" relates to the particular
quadrant in which a data point is found for that subject at the particular
second of time in question.
TABLE 12
Aggregate Emotional Profile
Seconds 1 2 3 4 5 6 7 8 9 10
Subject A 0 1 2 3 1 1 4 4 3 1
quad visit
Subject B 0 1 4 3 1 1 2 1 3 2
quad visit
Subject C 0 2 2 3 1 1 4 2 3 2
quad visit
Subject D 0 1 2 4 2 1 4 4 2 2
quad visit
Subject E 0 3 4 3 1 4 2 4 3 3
quad visit
Subject F 0 1 2 4 1 2 4 4 1 1
quad visit
Subject G 0 4 2 3 4 1 3 4 3 4
quad visit
Subject H 0 1 2 3 3 1 4 4 2 2
quad visit
Subject I 0 3 2 3 1 2 4 3 3 2
quad visit
Subject J 0 1 3 2 1 1 4 3 4 2
quad visit
Most Frequent 0 1 2 3 1 1 4 4 3 2
quad visits
Cumulative 0 1 2 3 1 1 4 4 3 2
Profile
The quadrants referred to in this table are those found in a graph of the
Pleasure/Arousal scale, as was illustrated for example in FIG. 6 and in
Tables 9 and 11. The numbers displayed beneath each of the seconds for
each subject indicate the particular quadrant wherein the marginal value
characterizing the response for that subject was found. Thus, subject "A",
in successive time intervals starting with second No. 2, moves to Quadrant
1, then Quadrant 2, Quadrant 3, back to Quadrant for 2 seconds and then
spends 2 more seconds in Quadrant 4 before returning through Quadrant 3 to
Quadrant 1. Each test subject, A, B, etc. has a counterpart history of
having his/her emotions visiting a particular quadrant at a particular
time; each subject was, however, viewing identical material over an
identical period of time.
A tabulation is then made of the most frequently visited quadrant at each
particular second of time as illustrated in the second last line of Table
11. Thus, most of the subjects were in the first quadrant during the
second time interval; most were in the second quadrant during the third
time interval, etc. The term "aggregate emotional profile" is given to the
cumulative responses of all test subjects.
From the use of plurality of subjects, such as 10 or more, the influence of
unusual individuals on the response may be tempered or eliminated. Thus,
if the test method is utilized to determine the reaction of a particular
individual, only that individual need be tested. However, if the purpose
of the test is to determine an average, median, or other value with
statistically valid frequency measurements, then a number of individuals
are tested and the data are analyzed accordingly.
Referring now to the depth of emotional profile available through the use
of the invention, inasmuch as each of five different frequencies is used
to sample amplitude values, it is possible to create as many as 10 phase
plots. In other words, with five variables taken two at a time, 10
combinations are available. For the purpose of most analyses, such as an
analysis of advertising matter, it is not necessary to compare all
available characteristics, even though it is theoretically possible to do
so.
Normally, pleasure, arousal, and dominance are the emotions which are most
significant for emotional analysis. Thus, comprehension generally and
pictorial comprehension may be valuable analytical tools but are not often
in issue with the normally anticipated use of the test material with which
the invention is concerned. However, there are specialty applications,
such as testing for military or scientific purposes wherein these
abilities may be required to be analyzed.
However, by using three scales, and comparing pleasure to arousal, pleasure
to dominance, and dominance to arousal, an emotional profile of a subject
can be obtained which is quite valuable. Thus, referring to Tables 13, 14
and 15, these characteristics are compared by the methodology just
described. Thus, amplitude values are taken at 8 Hz, 16 Hz, and 26 Hz, all
from the left side of the head of the test subject.
Comparing dominance and arousal, one compares the amplitude values at 26
and 16 Hz respectively, and the pleasure/dominance phase plots are made
comparing the values at 8 Hz to those at 26 Hz. Tables 13-22 do not
contain the 100-plus emotions found in the earlier charts, but are
concerned only with a more gross or general response of the subject. For
this purpose, only the emotions associated with a particular quadrant need
to be known. Tables 13-15 shows the dominant emotional character of a
subject whose brain waves place him in the illustrated quadrant.
TABLE 13
Pleasure (8 Hz)/Arousal (16 Hz)
Interpretation by Quadrant
Quadrant I This period is marked by a reaction of alarm, hostility,
annoyance, disgust, and distrust. Tension is a factor.
Arousal is high.
Quadrant II A sense of curiosity and playfulness is present. Energy is
increasing along with delight, happiness, and joy.
Quadrant III The response is charactcrized by a calm, relaxed serenity.
Pleasant cheerfulness is creating an agreeable reaction.
Quadrant IV Confusion, bewilderment, and uncertainty mark this
periold. Gloomy hopelessness is resulting in boredom.
Energy is low.
TABLE 13
Pleasure (8 Hz)/Arousal (16 Hz)
Interpretation by Quadrant
Quadrant I This period is marked by a reaction of alarm, hostility,
annoyance, disgust, and distrust. Tension is a factor.
Arousal is high.
Quadrant II A sense of curiosity and playfulness is present. Energy is
increasing along with delight, happiness, and joy.
Quadrant III The response is charactcrized by a calm, relaxed serenity.
Pleasant cheerfulness is creating an agreeable reaction.
Quadrant IV Confusion, bewilderment, and uncertainty mark this
periold. Gloomy hopelessness is resulting in boredom.
Energy is low.
TABLE 15
Pleasure (8 Hz)/Dominance (26 Hz)
Interpretation by Quadrant
Quadrant I Although annoyed, distressed, and resentful the response is
submissive to external control. The moment is threatening.
Quadrant II Joyful delight is factoring into an expectancy of being
positively influenced. The message is eliciting an agreeable
response.
Quadrant III The moment is experienced as cheerfully under control.
There is a sense of enthusiasm for expressing influence and
control.
Quadrant IV There is an experience of intolerant frustration and anger
that is being defiantly expressed in an autonomous
dominating need to be in control.
Tables 16-22 show other combinations which may be made using other
frequencies. Each of the Tables 16 through 22 lists the general qualities
of the emotions to be found for any particular quadrant when graphically
comparing two particular phases.
TABLE 16
Arousal (16 Hz)/Abstract Comprehension (13 Hz)
Interpretation by Quadrant
Quadrant I The moment is being experienced as easily comprehendible
and arousing. It is likely that the message is conceived of as
astonishing and/or exciting.
Quadrant II While the message is taken as fully comprehended it has
evoked a calm, content, and receptive state.
Quadrant III The message is poorly comprehended. It is received with a
low level of energy and a sense of caution.
Quadrant IV The message illicits dissatisfaction, is poorly understood
and is resulting in increased tension and arousal.
TABLE 17
Dominance (26 Hz)/Abstract Comprehension (13 Hz)
Interpretation by Quadrant
Quadrant I The moment is perceived as well understood. There is a
submissive, open to influence, response to the message.
Quadrant II The moment is perceived as well understood. It evokes a
need to resist external influence and exert self-control.
Quadrant III The message is poorly comprehended. It is perceived as
confusing. This state of low comprehension evokes a strong
sense of independence and resistance to external control.
Quadrant IV The message is poorly comprehended, confusing, and
bewildering. This has evoked a sense of dependency on
external influence and a willingness to be guided.
TABLE 17
Dominance (26 Hz)/Abstract Comprehension (13 Hz)
Interpretation by Quadrant
Quadrant I The moment is perceived as well understood. There is a
submissive, open to influence, response to the message.
Quadrant II The moment is perceived as well understood. It evokes a
need to resist external influence and exert self-control.
Quadrant III The message is poorly comprehended. It is perceived as
confusing. This state of low comprehension evokes a strong
sense of independence and resistance to external control.
Quadrant IV The message is poorly comprehended, confusing, and
bewildering. This has evoked a sense of dependency on
external influence and a willingness to be guided.
TABLE 19
Pleasure (8 Hz)/Pictorial Comprehension (18 Hz)
Interpretation by Quadrant
Quadrant I What is seen is clearly understood. The visual presentation
evokes anger, hostility, and disgust.
Quadrant II What is visually perceived is well understood and evokes a
strong sense of pleasure and expectation of delight.
Quadrant III The visual panorama is poorly comprehended. Nonetheless
there is a sense of calm, ease, and pleasure.
Quadrant IV The current visual picture is confusing. There is a sense of
hopelessness and gloom about what is being visually
perceived.
TABLE 19
Pleasure (8 Hz)/Pictorial Comprehension (18 Hz)
Interpretation by Quadrant
Quadrant I What is seen is clearly understood. The visual presentation
evokes anger, hostility, and disgust.
Quadrant II What is visually perceived is well understood and evokes a
strong sense of pleasure and expectation of delight.
Quadrant III The visual panorama is poorly comprehended. Nonetheless
there is a sense of calm, ease, and pleasure.
Quadrant IV The current visual picture is confusing. There is a sense of
hopelessness and gloom about what is being visually
perceived.
TABLE 21
Dominance (26 Hz)/Pictorial Comprehension (18 Hz)
Interpretation by Quadrant
Quadrant I What is being visually perceived is clearly understood. It
evokes a submissive openness to external influence or
control.
Quadrant II The visual stimuli is clear and well understood. It provokes
an autonomous response that is not open to external
influence but it rather encourages self-direction.
Quadrant III While visual stimuli is confusing and not clear it has
evoked a desire to be influenced by external events and
experience self-control. There is no openness to the
message.
Quadrant IV The visual stimuli is confusing, perplexing, and poorly
comprehended. There is a desire for external influence and
guidance.
TABLE 21
Dominance (26 Hz)/Pictorial Comprehension (18 Hz)
Interpretation by Quadrant
Quadrant I What is being visually perceived is clearly understood. It
evokes a submissive openness to external influence or
control.
Quadrant II The visual stimuli is clear and well understood. It provokes
an autonomous response that is not open to external
influence but it rather encourages self-direction.
Quadrant III While visual stimuli is confusing and not clear it has
evoked a desire to be influenced by external events and
experience self-control. There is no openness to the
message.
Quadrant IV The visual stimuli is confusing, perplexing, and poorly
comprehended. There is a desire for external influence and
guidance.
In connection with the invention, therefore, it will be understood that the
invention makes it possible to analyze the emotions of test subjects
either in relatively great depth, or in a more sweeping, generalized
manner.
In analyzing the emotional reaction of subjects to advertising material,
for example, it may only be necessary to determine the particular quadrant
in which the emotional response is located, especially if the emotional
component is one other than pleasure, arousal or dominance. By determining
the quadrant wherein the greatest time is spent in any given duration of
emotional response, or in which quadrant the greatest emotional intensity
can be found, a correlation between one or more aspects of the subject
matter being apprehended and the general nature of that emotion can be
established. Thus, the invention makes it possible to determine emotional
states with whatever degree of precision is desired for the purpose of
observing that particular emotion.
Where more than two or three quadrants are being analyzed, multi-scale
analysis will yield a more complex emotional profile then comparing only
two scales, and it is always possible for somewhat conflicting emotions to
be present. The presence of such emotions and their analysis will rarely
if ever involve outright contradiction, but there will be found
significant correlation. The concept of multiple phase plots adds depth to
the analysis without compromising its overall effectiveness.
A major portion of the foregoing discussion has been directed to describing
how an overall emotional profile can be established for one or more
subjects who have viewed advertising material. The description illustrates
the potential for noting and evaluating the nature and extent of various
changes in the emotional state or condition of the subjects as the stimuli
are presented to them over a given duration.
The emotional profile that is described in the greatest detail involves,
for example, comparisons of the pleasure scale with the arousal scale. Use
of these scales is indicated where the tester desires the emotion to be
measured to appear in a definite place on the Plutchik circumplex. One
reason for using Plutchik's "placements" is reflected in the reference
work,.sup.1 which states that the angular placements, each corresponding
to a described emotion, are culture-free, reliable, valid descriptors of
emotional states. Thus, according to the reference, if the brain wave
activity of a person has a certain value at a given instant, then that
person is then experiencing the emotion indicated by the chart, regardless
of the cultural, economic, ethnic, racial or other character of that
particular subject.
The Psychology and Biology of Emotion by Robert Plutchik, 1994, pp. 68, 69.
The pleasure/arousal scale and the pleasure/dominance scale are the most
commonly used for analyzing things such as television commercials or other
materials intended to provide commercial/economic/emotional understanding,
response and motivation. However, the use of other frequencies and the
making of other comparisons may be indicated depending upon the desires of
the tester and the nature of the subject matter being viewed or listened
to. Where such inquiries reflect the use of other frequencies, as
described, the test material can be used to round out existing profiles,
or develop information in entirely different areas.
The material shown to a subject may call for utilizing one or several other
scales, however. By way of example, an architect may wish to explore the
relation between pictorial comprehension of structures (or renderings of
structures) and dominance with respect to a particular design. In other
words, comparing just these two scales could indicate whether the subject
understands the various aspects of the building design which he is
observing and the extent to which he is receptive to such a design.
Contractors, builders, or even product managers may wish to use this
approach in what may be termed "packaging" in the broadest sense. In other
words, various acceptable forms of housing may be inquired into, as might
be the packaging of a consumer product, especially a product that displays
a picture of the article to be sold, displays the article itself, as in
see-through or "shadow" packaging, or the like.
In the case of a print advertising campaign, the proprietor may choose to
examine subjects to determine the extent to which the subject is
experiencing abstract comprehension and pleasure. A subject who is capable
of identifying headlines, tag lines, or even the content of the entire
message, and display a favorable pleasure scale response would indicate
that the message has been understood and that it has created a favorable
response. Where an advertiser or manufacturer attempts to determine how
various subjects experience all or any particular aspect of the content of
the intended message in any given medium, measurements are made using
comprehension or other appropriate scales. If the proprietor intends to
determine whether the content of his message is understood, either in the
abstract or in its graphic or pictorial aspects and whether the subject is
open to suggestion, a particular emotional scale may be selected for
comparison with another scale so that the pairs considered are likely to
develop this information.
In the foregoing example set out in the greatest detail, the period or
epoch of measurement is described as being one second for short video
commercials. The same period or epoch may be appropriate for short audio
messages such as radio commercials. For other kinds of content, however,
the response interval or epoch may be 3, 5, 10, 15 or 30 seconds or more.
If the content being studied is written material, and each of a plurality
of paragraphs might reasonably require 15 seconds for reading, then such
epochs of a similar duration might be selected. Of course, there may be
value changes during this time; however, the values are simply averaged in
such a case. For example, if 15 seconds is allocated for the subject to
read a paragraph, measuring of the particular emotional scales continues
during this whole time and is recorded for analysis; readings applicable
to the next increment of the presentation would be made in a subsequent
period, usually for an equal duration. Analysis would enable the tester to
compare responses to each of the paragraphs or segments.
By way of another example, in vehicle training, including auto and aircraft
management, the manufacturer may be interested in the reaction of the
respondent to the seating and control panel of the vehicle. An epoch of
measurement longer than just a second or two might be indicated because of
the length of an acquaintance, orientation or familiarity period. Thus,
comprehension could be measured during a comparatively longer duration as
the subject successively views the individual element of an instrument
panel. Several different forms of panels, each presenting information
needed to operate the vehicle, could be viewed in succession, and the
maker could then choose the display that was most rapidly comprehended
and/or created approval or pleasure in the test subject.
Using a very short span, epoch or duration of measurement might be
indicated in the case of an arcade game, for example. Depending on the
complexity of the game and/or the interaction between the respondent and
the game, the comprehensional analysis might be required to be made from
data collected every second or perhaps even in fractions of a second.
A further aspect of the invention involves the possibility of feedback or
program variation initiated by he subject, directly or indirectly. Thus,
the subject might be required or permitted to use his response to certain
stimuli to alter the content of a subsequent portion of the message or
other aspect of the presentation being made. This may be considered
analogous to, but a much more sophisticated version of, computer-presented
information used in other teaching machines or the like wherein the
machine questions the subject and determines whether he has given a
correct answer, and if so, allows him to proceed to the next operating
sequence; if not, he is given more information and asked to try again. The
nature of the feedback, according to the present invention, might instead
be determined in real time, and the detected emotional component could be
arranged to directly control a follow-on presentation or other response
without the need to interrogate the subject.
Another application of the inventive principles involves that of making a
presentation with the test apparatus positioned on the subject, then
making a subsequent presentation, followed by a subsequent test using the
equipment in question. Thus, for example, the subject could be exposed for
a predetermined time to one or more company names and/or logos, during
which time the various components corresponding to different brain wave
frequencies would be recorded. Thereafter, such as several hours, days or
weeks later, the apparatus is again used on the subject, who is shown the
original name or logo. The recall and emotional content of the second test
is then compared to the first to determine whether the intervening event
changed the perceptions or feelings of the subject.
Using this procedure, by way of example, the subject could be analyzed
during the time that a presentation is made identifying the Acme Oil
Company and its corporate logo. The response of the subject could be
measured while this name and logo are shown, perhaps with other names and
logos of competitive companies. The responses of the subject to each of
the presentations would be carefully noted, particularly as to
comprehension and pleasure.
Subsequently, such as a week or more later, the subject could be given
information of a laudatory character describing the cleanliness of
restrooms in Acme Service Stations and the courteous service afforded by
the company. Subsequent to presentation of that message, during which time
the subject's responses would not be monitored, the subject would again be
tested merely by showing him the logos and names of one or more of the
companies. If for example, the subject were to display a more favorable
reaction to the Acme name and logo that was more favorable than that
originally elicited simply by showing him the Acme logo without any
additional message, the tester could properly assume that the advertising
in the intervening time had created a favorable impact on the subject. The
test would, in effect, validate the proposition that the advertising had
served to create the necessary association between the name and/or logo
and the subsequent message that the name and/or logo stood for desirable
products or services. If this were true, the tester would know that the
advertising was successful.
In most instances, the invention is best utilized to analyze emotional
information pertaining to visual presentations, most or all of which
customarily include an audio portion. However, the invention is also
useful with presentations which have an audio character only, or which may
contain relatively abstract information such as a printed word, for
example. Thus, "time varying stimuli" or words of like import are
sometimes used to describe the most general form of presentation.
In the presently preferred form of apparatus, it is the amplitude of a
brain wave signal at a particular frequency that is measured, and the
so-called marginal values of these components are determined from changes
in these amplitudes or intensities. However, the same or other apparatus
may sample similar or different parameters or characteristics of brain
waves at a particular frequency, such as power, phase angle, or the like.
In any case, the desired parameter is selected so as to be indicative of
the intensity or strength of the emotion at the target frequency.
Accordingly, as used herein, the expression "amplitude" is to be taken in
its general or non-limiting sense, i.e., as indicative of the intensity or
strength of a signal of a given frequency at the time in question. The
terms "intensity" or "strength" are therefore also sometimes used in the
claims.
In the above illustrations, five frequencies were identified and the
characteristic set of emotions associated with each such frequency was
described. These emotions are sometimes referred to herein and in the
claims as "base emotions" or "measurable base emotions" or words of like
import, i.e., they are emotions that can be measured as to their presence,
absence, and intensity, (including the presence of a polar opposite
emotion) by the amplitude or intensity of a brain wave signal at that
frequency. The measurable base emotions described included pleasure,
arousal, dominance, and pictorial and abstract comprehension.
The more complex emotions able to be experienced by a subject are of
concern in the instant method, and the more complex, overall emotional
state of a subject that is sought to be determined is referred to herein
and in the claims as a "composite emotional state." This state, at any one
time, is represented by a coordinate point on a two-axis graph wherein one
axis corresponds to one base emotion and the other axis to the other base
emotion. Whereas more than two base emotions can be and are measured at
one time, the comparisons of the two states or levels are always made two
at a time. Points on any such two-axis graph are referred to as
"coordinate points," and these points trace the composite emotional state
of the subject from time to time.
Of course, the identity of any one graphically determined composite emotion
depends on which base emotions are being compared graphically. Although
subjects are capable of experiencing many more than the 100 separate
emotions identified and referred to, for example, on the "Plutchik
Placement" charts, for most purposes, knowledge of the quadrant wherein
the coordinate point is located is sufficient to identify a composite
emotion. The present invention identifies and/or measures composite
emotional states of the subject by using values taken from base emotion
measurements, namely those associated with a characteristic frequency. A
series of composite emotional states therefore appears as a succession of
points on the graph, each individual point lying generally within a
certain quadrant on that graph and more particularly, lying a certain
distance and direction from the origin.
It will thus be seen the present invention provides new improved methods
and apparatus for analyzing neurological response to emotion-inducing
stimuli having a number of advantages and characteristics, including those
pointed out herein and others which are inherent in the invention. Several
preferred methods of practicing the invention having been described by way
of illustration, it is anticipated that modifications to the described
methods will occur to those skilled in the art and that such modification
and changes may be made without departing from the spirit of the invention
or the scope of the appended claims.
* * * * *