Laboratori delle esperienze

Pubblicazioni
scientifiche

Le pubblicazioni e gli articoli scientifici sono il risultato della nostra attività di ricerca negli ambiti della psicologia e delle neuroscienze applicate, in relazione ai casi più diversificati dell’esperienza umana. Molti ambiti di ricerca si legano o prendono spunto dal mondo del marketing (molti impropriamente usano la crasi “neuromarketing”, ma noi preferiamo altre definizioni): questo perché le persone non comprano prodotti, ma vivono esperienze, sia durante il processo di acquisto, sia nella fruizione del prodotto o servizio che hanno scelto. Questa consapevolezza, maturata negli anni, è il motore che ci spinge a voler conoscere ogni aspetto di quelle esperienze per poterle migliorare per le persone che le vivono, sia attraverso i progetti che seguiamo per i nostri clienti, sia, a maggior ragione, attraverso una metodologia scientifica che accrediti i risultati per l’intera comunità.

I nostri ricercatori, psicologi certificati, neuroscienziati, ingegneri, hanno anche competenze che afferiscono ad aree umanistiche come l’antropologia e la sociologia, e scientifico-matematiche, come la statistica e l’analisi dati. Le loro pubblicazioni scientifiche sono quindi frutto delle loro dedizione e passione, della commistione di conoscenze figlia del nostro approccio dei metodi misti e della collaborazione tra TSW e realtà accreditate come università e centri di ricerca.

In questa pagina abbiamo quindi raccolto i paper scientifici dei nostri ricercatori, scritti in collaborazione con altri professionisti del settore, e le tracce più significative della nostra attività di ricerca.

03 DIC 2010

Driver workload and eye blink duration

Authors: S Benedetto, M Pedrotti, L Minin, T Baccino, A Re, R Montanari

Journal: Transportation research part F: traffic psychology and behaviour 14 (3), 199-208

The use of standardized methods in driver distraction research is essential for comparing results across studies. This work examined the effects of in-vehicle information systems (IVIS) usage on eye blinks in a simulated Lane Change Test (LCT), a simple driving task specifically designed by the International Organization for Standardization. Fifteen participants performed the LCT in a driving simulator in both single- and dual-task conditions, the latter manipulated by introducing an IVIS task in the car cockpit. Results suggest that blink duration (BD), with respect to blink rate (BR), is a more sensitive and reliable indicator of driver visual workload. Besides considering mean BD values, a detailed analysis revealed that the distribution of BD follows a Gaussian-like curve in normal driving conditions: three duration classes (short, medium, long) were extracted from such distribution, and changes happening to each class were analyzed within the dual-task conditions. Short and long blinks reflect, respectively, the effects of visual workload and time on task: more short blinks occur with an IVIS interaction during driving, while more long blinks arise as time spent driving increases. These results may have practical implications for system design in automotive.

31 GEN 2010

Psychophysiological Signals Associated with Affective States

Authors: M Mauri, V Magagnin, P Cipresso, L Mainardi, E N Brown, S Cerutti, M Villamira, R Barbieri

Journal: 32 Conference Proceedings of the IEEE Engineering in Medicine and Biology Society

The study of emotions elicited by human-computer interactions is a promising field that could lead to the identification of specific patterns of affective states. We present a heart rate variability (HRV) assessment of the autonomic nervous system (ANS) response and respiratory sinus arrhythmia during PC-mediated stimuli by means of standard and multivariate autoregressive spectral methods. 35 healthy volunteers were exposed to computer-mediated tasks during data collection. The stimuli were designed to elicit: relaxation (R), engagement (E) and stress (S); half of the subjects were exposed to E before S (RES) while the other to S before E (RSE). HRV measures clearly separate the ANS response among R, S and E. Less significant differences are found between E and S in RSE, suggesting that S stimuli may cause a lasting response affecting the E period. Results from the bivariate analysis indicate a disruption of the cardio-respiratory coupling during non-relax conditions.

31 GEN 2010

Heart Rate Variability and Respiratory Sinus Arrhythmia Assessment of Affective States by Bivariate Autoregressive Spectral Analysis

Authors: V Magagnin, M Mauri, P Cipresso, L Mainardi, E N Brown, S Cerutti, M Villamira, R Barbieri

Journal: Computing in Cardiology

The study of emotions elicited by human-computer interactions is a promising field that could lead to the identification of specific patterns of affective states. We present a heart rate variability (HRV) assessment of the autonomic nervous system (ANS) response and respiratory sinus arrhythmia during PC-mediated stimuli by means of standard and multivariate autoregressive spectral methods. 35 healthy volunteers were exposed to computer-mediated tasks during data collection. The stimuli were designed to elicit: relaxation (R), engagement (E) and stress (S); half of the subjects were exposed to E before S (RES) while the other to S before E (RSE). HRV measures clearly separate the ANS response among R, S and E. Less significant differences are found between E and S in RSE, suggesting that S stimuli may cause a lasting response affecting the E period. Results from the bivariate analysis indicate a disruption of the cardio-respiratory coupling during non-relax conditions.

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