Connecting on Movie Night? Neural Measures of Engagement Differ By Gender

Samuel B Barnett, Northwestern University, USA
Moran Cerf, Northwestern University, USA
We propose a novel method, Cross Brain Correlation (CBC), to study between-group differences in responses to complex stimuli, such as movies or advertisements, based on agreement across multiple brains while experiencing content. Clustering this neural data (i.e. segmentation by gender) can distill preferences that are not captured by traditional means.
[ to cite ]:
Samuel B Barnett and Moran Cerf (2015) ,"Connecting on Movie Night? Neural Measures of Engagement Differ By Gender", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 314-318.