Neuroimaging as a marketing tool
OwnerGerald Zaltman, Stephen M. Kosslyninventors
Life of this patent
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Abstract
Neuroimaging as a means for validating whether a stimulus such as advertisement, communication, or product evokes a certain mental response such as emotion, preference, or memory, or to predict the consequences of the stimulus on later behavior such as consumption or purchasing. Subjects are exposed to stimuli of varying types. Their brain responses are then measured by any one or a combination of neuroimaging devices. The results of neuroimaging are then used to predict future behavior of the subject and those similarly situated with respect to purchase or consumption of products, based upon the non-subjective evidence of neuroimaging.
Claims21
A method of evaluating stimulus materials comprising:
- selecting subjects;
- exposing the subject to stimulus materials;
- monitoring the subjects in a neuroimaging device while exposing the subjects to the stimulus materials;
- collecting data from the neuroimaging device;
- and
- analyzing the data.
A method of validating a questionnaire comprising:
- selecting subjects;
- exposing the subjects to stimulus materials;
- monitoring the subjects in a neuroimaging device while exposing the subjects to the stimulus materials;
- collecting data from the neuroimaging device;
- analyzing the data;
- providing the subject with a questionnaire which is completed by the subject;
- correlating the questionnaire responses with the analyzed data from the neuroimaging device.
A method of predicting behavior comprising:
- selecting a first set of subjects;
- exposing the first set of subjects to stimulus materials;
- monitoring the first set of subjects in a neuroimaging device while exposing the first set of subjects to stimulus materials;
- collecting data from the neuroimaging device;
- determining the measures of activation in a set of brain regions of interest from the collected data;
- obtaining a behavioral measurement from the first set of subjects;
- and
- correlating the behavioral measurement with the measures of activation in the set of brain regions of interest.
Dependencies are inferred from the claim text.