Regina W.Y. Wang

Bio: Regina W.Y. Wang is an academic researcher from National Taiwan University of Science and Technology. The author has contributed to research in topics: Design education & Graphic design. The author has an hindex of 7, co-authored 21 publications receiving 129 citations.

EEG Spectral Dynamics of Video Commercials: Impact of the Narrative on the Branding Product Preference.

Abstract: Neuromarketing has become popular and received a lot of attention. The quality of video commercials and the product information they convey to consumers is a hotly debated topic among advertising agencies and product advertisers. This study explored the impact of advertising narrative and the frequency of branding product exposures on the preference for the commercial and the branding product. We performed electroencephalography (EEG) experiments on 30 subjects while they watched video commercials. The behavioral data indicated that commercials with a structured narrative and containing multiple exposures of the branding products had a positive impact on the preference for the commercial and the branding product. The EEG spectral dynamics showed that the narratives of video commercials resulted in higher theta power of the left frontal, bilateral occipital region, and higher gamma power of the limbic system. The narratives also induced significant cognitive integration-related beta and gamma power of the bilateral temporal regions and the parietal region. It is worth noting that the video commercials with a single exposure of the branding products would be indicators of attention. These new findings suggest that the presence of a narrative structure in video commercials has a critical impact on the preference for branding products.

The impact of parameters of store illumination on food shopper response.

Abstract: Customer behavior in sales areas is strongly influenced by the perception of surroundings and feelings of well-being. By using dynamic retail solutions of basic, accent and dramatic lighting it is possible to attract attention, create a unique in-store environment and give customers a reason to stay and return to the store. The simplest and also the most successful method to reach customer attention in food selection (buying) process is through eye-catchingly illuminated visuals of products. Visual senses has evolved to top ranks in the sensory hierarchy, therefore visual stimuli have a tendency to overcome all other senses. The paper deals with a comprehensive interdisciplinary research of the influence of light and color on the emotional state of consumers (valence) on the food market. It integrates the measurement of light intensity, color temperature or emitted color spectrum in grocery stores, recognition of emotional response and the time of its occurrence among respondents due to different lighting types and color in simulated laboratory conditions. The research is focused on accent lighting in the segment of fresh unpackaged food. Using a mobile 16-channel electroencephalograph (EEG equipment) from EPOC company and a mini camera we observed the response time and the emotional status (valence), in order to reveal true consumer preferences in different lighting conditions (color temperature and color rendering index) and their non-traditional color (yellow, purple, red, blue and green) for the selected food type. The paper suggests possibilities for rational combination of the effective, efficient and energy-saving accent lighting, by which the retailer can achieve not only an eye-catching and attractive presentation of merchandised products, but also significant savings within operating their stores.

Posterior cingulate cortex can be a regulatory modulator of the default mode network in task-negative state

Abstract: In recent years, the regulation of brain networks and interactions between different brain regions have become important issues in neuroscience. Effective connectivity can be employed to understand the modulatory mechanisms of brain networks. Previous studies have used the task-positive mode to examine effective connectivity between brain regions and very few studies have considered the task-negative mode to explore effective connectivity using electroencephalography (EEG). In the present study, high-density EEG experiments were conducted in 85 participants to measure EEG effective connectivity in relevant default mode network (DMN) brain regions (i.e., the medial prefrontal cortex [mPFC], posterior cingulate cortex [PCC], precuneus, and right frontal and left occipital regions) to observe the effects of different task-negative modes (eyes-open/eyes-closed state) and personality traits (introversion/extroversion). The results showed that in the eyes-closed state, the PCC had significantly increased effective connectivity and played a prominent role as a regulatory modulator of outflow to other regions mediated by alpha rhythms. The mPFC was a regulatory modulator of outflow in the eyes-open state mediated by delta rhythms. The introvert group showed stronger co-modulations in the relevant DMN regions than the extrovert group.

Displayability: An assessment of differentiation design for the findability of bottle packaging

Abstract: How do consumers identify differences among product packages on the shelves of a hypermarket? This issue deserves our investigation. The current study aims to discover the factors in distinguishing bottle packaging and the formula for displayability (ability to display). The research process is divided into two stages. Stage One covers the “grounded concept of package design differentiation,” whereas Stage Two covers the “statistical tests for packaging factors.” We have two findings. First, the participants’ design differentiation of packages is focused on the three differentiation factors: properties of commodity, label design, and design of bottle shape. Second, completed regression analysis proves that their significant levels are all p design of bottle shape > label design. These results can help marketing and design personnel compare the difference in the package design of competitive products before they enter the market in order to create differentiation and build brand identity.

Differentiation in the arched surface of packaging: Its influence on the findability of logo typography displays

Abstract: Packaging plays a role of protecting the product, attracting consumers’ attention, and communicating the product’s contents Logo typography is the most important written information of packaging Among the packaging forms of commodities in the market, cylindrical packaging is in the majority In the condition that the commodities are highly homogenous, packaging design has become an important factor in marking their difference For example, changing the arched surface of cylindrical packaging is one of the feasible schemes However, will different arched surface designs in cylindrical packaging with varied font features affect consumers’ findability of the commodity? We investigated performance of the seven font features of logo typography combined with seven types of arched surface by means of experiment The results of this study are as follows: (a) Interaction occurs between arched surface with different proportions and varied font features (b) When logo typography is on the arched surface of a cylinder that has a ratio of horizontal axis to vertical axis between [3:5] and [2:5], varied font features will make significant difference in findability (c) When the arched surface is greater (ie the ratio will become smaller, eg, [2:5]), the oblong typography is superior to square typography ([Balloon Bd BT (eg, )]) (d) Optimum findability and discerning performance are achieved when the font feature used is a sans serif structure with equal strokes in thickness, according to the design principle of logo typography If logo typography is put on the arched surface of an outstanding cylinder (when the visible arched surface is narrower), the fonts with strokes and structure like Script should be avoided as much as possible to keep off low findability

Principles of Neural Science

Abstract: I have developed "tennis elbow" from lugging this book around the past four weeks, but it is worth the pain, the effort, and the aspirin. It is also worth the (relatively speaking) bargain price. Including appendixes, this book contains 894 pages of text. The entire panorama of the neural sciences is surveyed and examined, and it is comprehensive in its scope, from genomes to social behaviors. The editors explicitly state that the book is designed as "an introductory text for students of biology, behavior, and medicine," but it is hard to imagine any audience, interested in any fragment of neuroscience at any level of sophistication, that would not enjoy this book. The editors have done a masterful job of weaving together the biologic, the behavioral, and the clinical sciences into a single tapestry in which everyone from the molecular biologist to the practicing psychiatrist can find and appreciate his or

社会研究方法基础 = The Basics of Social Research

Abstract: Part I: AN INTRODUCTION TO INQUIRY. 1. Human Inquiry and Science. 2. Paradigms, Theory, and Research. 3. The Ethics and Politics of Social Research. Part II: THE STRUCTURING OF INQUIRY: QUANTITATIVE AND QUALITATIVE. 4. Research Design. 5. Conceptualization, Operationalization, and Measurement. 6. Indexes, Scales, and Typologies. 7. The Logic of Sampling. Part III: MODES OF OBSERVATION: QUANTITATIVE AND QUALITATIVE. 8. Experiments. 9. Survey Research. 10. Qualitative Field Research. 11. Unobtrusive Research. 12. Evaluation Research. Part IV: ANALYSIS OF DATA:QUANTITATIVE AND QUALITATIVE . 13. Qualitative Data Analysis. 14. Quantitative Data Analysis. 15. Reading and Writing Social Research. Appendix A. Using the Library. Appendix B. Random Numbers. Appendix C. Distribution of Chi Square. Appendix D. Normal Curve Areas. Appendix E. Estimated Sampling Error.

Review and Classification of Emotion Recognition Based on EEG Brain-Computer Interface System Research: A Systematic Review

Abstract: Recent developments and studies in brain-computer interface (BCI) technologies have facilitated emotion detection and classification. Many BCI studies have sought to investigate, detect, and recognize participants’ emotional affective states. The applied domains for these studies are varied, and include such fields as communication, education, entertainment, and medicine. To understand trends in electroencephalography (EEG)-based emotion recognition system research and to provide practitioners and researchers with insights into and future directions for emotion recognition systems, this study set out to review published articles on emotion detection, recognition, and classification. The study also reviews current and future trends and discusses how these trends may impact researchers and practitioners alike. We reviewed 285 articles, of which 160 were refereed journal articles that were published since the inception of affective computing research. The articles were classified based on a scheme consisting of two categories: research orientation and domains/applications. Our results show considerable growth of EEG-based emotion detection journal publications. This growth reflects an increased research interest in EEG-based emotion detection as a salient and legitimate research area. Such factors as the proliferation of wireless EEG devices, advances in computational intelligence techniques, and machine learning spurred this growth.

Brain Mechanisms of Persuasion: How "Expert Power" Modulates Memory and Attitudes

Abstract: textHuman behavior is affected by various forms of persuasion. The general persuasive effect of high expertise of the communicator, often referred to as "expert power", is well documented. We found that a single exposure to a combination of an expert and an object leads to a long-lasting positive effect on memory for and attitude towards the object. Using functional magnetic resonance imaging (fMRI), we probed the neural processes predicting these behavioral effects. Expert context was associated with distributed left-lateralized brain activity in prefrontal and temporal cortices related to active semantic elaboration. Furthermore, experts enhanced subsequent memory effects in the medial temporal lobe (i.e. in hippocampus and parahippocampal gyrus) involved in memory formation. Experts also affected subsequent attitude effects in the caudate nucleus involved in trustful behavior, reward processing and learning. These results may suggest that the persuasive effect of experts is mediated by modulation of caudate activity resulting in a re-evaluation of the object in terms of its perceived value. Results extend our view of the functional role of the dorsal striatum in social interaction and enable us to make the first steps toward a neuroscientific model of persuasion.