Ex parte PATTON - Page 2




          Appeal No. 1999-2784                                                        
          Application No. 08/608,440                                                  


               The invention is directed to a method for analyzing                    
          neurological responses to emotion-induced stimuli.  The                     
          preferred embodiment resides in the use of the method in the                
          field of consumer advertising to determine the effectiveness                
          of ads.  Particular brain wave activity is measured to                      
          determine polar opposite emotions.  A correlation is made                   
          between the measured brain waves and emotional states.  The                 
          emotions are then graphed and placed in a circle, referred to               
          as a circumplex of emotions.  The emotional steps and changes,              
          as well as the rate of change of the emotions, are measured                 
          dynamically as the subject undergoes exposure to an audio-                  
          visual presentation.                                                        
               Representative independent claim 1 is reproduced as                    
          follows:                                                                    
               1.   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 [sic] 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                      
                                         -2-                                          





Page:  Previous  1  2  3  4  5  6  7  8  9  Next 

Last modified: November 3, 2007