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Listar por autor "Ausin Azofra, Jose Manuel"

Mostrando ítems 1-7 de 7

A Comparison of Physiological Signal Analysis Techniques and Classifiers for Automatic Emotional Evaluation of Audiovisual Contents

Colomer Granero, Adrián; Fuentes-Hurtado, Félix José; Naranjo Ornedo, Valeriana; Guixeres Provinciale, Jaime; Ausin-Azofra, Jose Manuel; Alcañiz Raya, Mariano Luis (Frontiers Media, 2016-07-15)

This work focuses on finding the most discriminatory or representative features that allow to classify commercials according to negative, neutral and positive effectiveness based on the Ace Score index. For this purpose, ...
Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

Guixeres Provinciale, Jaime; Bigné-Alcañiz, Enrique; Ausin-Azofra, Jose Manuel; Alcañiz Raya, Mariano Luis; Colomer, Adrián; Fuentes-Hurtado, Félix José; Naranjo Ornedo, Valeriana (Frontiers Media SA, 2017-10-31)

[EN] The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart ...
Desarrollo de una aplicación de Inteligencia Artificial para el análisis de anuncios

Ivars Grimalt, Jaume (Universitat Politècnica de València, 2023-09-26)

[ES] En esta memoria se habla del desarrollo de una aplicación web llamada NeuroAds, en la empresa Neurocatching dedicada al neuromarketing. Se han definido unos objetivos donde se ha pretendido crear una inteligencia ...
Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach

Ausin-Azofra, Jose M.; Bigné, Enrique; Ruiz, Carla; Marín-Morales, Javier; Guixeres Provinciale, Jaime; Alcañiz Raya, Mariano Luis (Frontiers Media SA, 2021-02-19)

[EN] This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed ...
La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales

Ausin Azofra, Jose Manuel (Universitat Politècnica de València, 2022-01-24)

[ES] El proceso de evaluar la eficacia en publicidad es una tarea complicada. Para poder cumplir con los requisitos de los clientes, el publicista está acostumbrado a apoyarse en los criterios objetivos que garantizan las ...
Recognizing decision-making using eye movement: A case study with children

Rojas, Juan-Carlos; Marín-Morales, Javier; Ausin Azofra, Jose Manuel; Contero, Manuel (Frontiers Media SA, 2020-09-24)

[EN] The use of visual attention for evaluating consumer behavior has become a relevant field in recent years, allowing researchers to understand the decision-making processes beyond classical self-reports. In our research, ...
The background music-content congruence of TV advertisements: A neurophysiological study

Ausin, Jose M.; Bigné, Enrique; Marín-Morales, Javier; Guixeres Provinciale, Jaime; Alcañiz Raya, Mariano Luis (Asociación Europea de Dirección y Economía de la Empresa, 2021-08)

[EN] Music affects viewers¿ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects¿ brains during exposure to television ...