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
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