Methods and apparatus to adjust content presented to an individual

A tangible computer readable storage medium comprising instructions that, when executed, cause a machine to at least:

• determine a first mental classification of an individual based on (1) a first comparison of a first response of the individual to first content to a first threshold and (2) a second comparison of a second response of the individual to the first content to a second threshold, the first response measured via a first modality during a first time frame, and the second response measured via a second modality during the first time frame, the second modality including sensing pupil dilation;
• generate a cognitive load index based on pupil dilation data, the cognitive load index representative of how much of an information processing capacity of the individual is being used;
• determine a second mental classification of the individual based on (1) a third comparison of a third response of the individual to the first content to a third threshold and (2) a fourth comparison of a fourth response of the individual to the first content to a fourth threshold, the third response measured via the first modality during a second time frame, and the fourth response measured during the second time frame;
• determine a mental state of the individual based on a degree of similarity between the first mental classification and the second mental classification;
• and
• at least one of modify the first content to include second content or replace the first content with the second content based on the mental state.

An apparatus comprising:

• means for measuring a first response of an individual to first content during a first time frame and a second response of the individual to the first content during a second time frame, the means for measuring the first response and the second response including sensing pupil dilation;
• means for measuring a third response of the individual to the first content during the first time frame and a fourth response of the individual to the first content during the second time frame;
• means for analyzing responses, the response analyzing means to:
• generate a cognitive load index based on pupil dilation data, the cognitive load index representative of how much of an information processing capacity of the individual is being used;
• determine a first mental classification of the individual based on (1) a first comparison of the first response to a first threshold and (2) a second comparison of the third response to a second threshold;
• and
• determine a second mental classification of the individual based on (1) a third comparison of the second response to a third threshold and (2) a fourth comparison of the fourth response to a fourth threshold;
• means for determining a mental state of the individual based on a degree of similarity between the first mental classification and the second mental classification;
• and
• means for at least one of modifying the first content to include second content or replacing the first content with the second content based on the mental state.