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 NextLast modified: November 3, 2007