Introduction How to evaluate quality of advertising? Previous behavioral studies have mainly focused on subjective reports of survey and interview containing social and cognitive bias, or objective data of sell changes suffering huge temporal and monetary cost. Recently, increasing researchers have proposed that techniques of neuro-imaging could provide an objective and effective way to examine cognitive neural mechanisms underlying consumer behavior (referred to as consumer neuroscience) (Karmarkar & Yoon, 2016), and several studies have measured consumer's brain responses to advertising and movie trailer in both single- and two-brain frames (Barnett & Cerf, 2017; Venkatraman et al., 2015). However, still little is known about cognitive neural mechanisms underlying comprehension of advertising. Functional near-infrared spectroscopy (fNIRS) is a non-invasive technique of brain-imaging measuring changes in the hemodynamic properties of human brain. Compared with fMRI and EEG, fNIRS is portable, has few physical constraints on participants with reasonable spatial and temporal resolution, and is tolerant to electromagnetic noise and motion artifact. Therefore, fNIRS is a suitable tool for research of human behavior in daily-life contexts (Liu et al., in press), which is a trends in neuroimaging (Hasson & Honey, 2012) and consumer neuroscience as weill. Methods To examine the neural responses to different quality of advertisings, in the present study we measured 14 undergraduate students' frontal activations while watching 20 advertisings in Study 1 and listening 30 music demos in Study 2 using a portable fNIRS device, and analyzed interpersonal neural network across all participants based on graph theory. Figure 1 shows positions of the fNIRS channels. Positions of the fNIRS channels were measured by a 3D magnetic digitizer. In a pilot study, another group of participants were recruited to score 30 advertisings from three dimensions: degree of liking, degree of willing to pay (WTP), and degree of understanding, and finally top-10 and bottom-10 scored adverting were remained for the final experiment in Study 1. Concerning the music demos used in Study 2, we selected the top-15 and bottow-15 ranking music in the ‘Billboard 2014 hot 100’. During the experiment, participants were asked to score their degree of liking and WTP to the advertising or the music immediately after each stimulus was displayed. After the experiment, they were also instructed to score and report their understanding on each advertising or music. Results and Discussion In Study 1, the intra-brain activations revealed higher medial prefrontal cortex (mPFC) activation when participants watched low-scored advertisings than watched high-scored ones (Fig. 2), and the mPFC activations showed a positive relationship with participants’ understanding on the meaning of the advertisings. This result only suggests that low-scored advertisings were relatively hard for participants to understand the intentions of the adverting, requiring more cognitive resources of mentalizing (Lieberman, 2007). Importantly, when we considered all participants' brains as a network, and then calculated the interpersonal neural connectivity (INS) across the network (defined as the number of participant pairs who showed significant positive inter-brain neural synchronization across them indicating shared understanding) (Hasson et al., 2012), only the network connectivity in the right inferior frontal gyrus (IFG) had significantly positive relationships with participants' scores of attitude towards the advertisings (defined as mean of the scores of liking and WTP) (Fig. 3). Study 2 confirmed the result showing significantly positive relationship between the network connectivity across all participants' brains and their scores of attitude towards the song demos. More importantly, the network connectivity in the right IFG of the small group of participants also significantly predicted the public's attitude towards the songs assessed by the rating scores on Douban website (Fig. 4). Conclusion The right IFG is a core area of mirror neuron system and is closely associated with empathy (Lamm et al., 2007). Thus, the present results suggest that high-scored advertisings may activate consumer's empathic response to simulate and experience their contents and intentions. And the network connectivity across consumers' brains in the right IFG may be a critical index evaluating quality of experiential advertisings. Practically, advertising should invite consumers to experience their products, and then could convey information and emotion more effectively.

본 연구에서는 연구 대상을 일반 유아로 선정하여 특정한 치료적인 목적보다 교육과 학습에서 필요한 좌우뇌의 균형적인 뇌 발달에 초점을 맞추어, 유아들에게 어떠한 영향을 미치는지를 파악하고자 한다. 연구의 대상은 2010년 1월부터 2010년 6월까지 S시, B시, J시, U시와 K도에 있는 관인 유치원 원아 200명에게 좌우뇌 교육 프로그램을 실시하고, 그 중 무작위 추출한 65명에게 B.G.A 검사를 통하여 뇌 발달변화를 보고자 하였다. 분석의 결과로 첫째, B.G.A 교육 실시 후 좌우뇌 발달에 긍정적인 영향을 미쳤으며, 둘째, B.G.A 교육 실시 후 두뇌 영역별 발달에 긍정적인 영향을 미쳤다.

본 연구는 과학영재교육원의 지구과학영재들을 대상으로 좌/우뇌 활용 선호도에 따른 문제해결의 접근 방식에 관한 유형을 알아보기 위한 것이다. 지구과학 영재 16명을 대상으로 뇌활용 선호도를 알아보기 위하여 R/LCT, BPI를 실시하였고, 문제해결방식을 알아보기 위하여 S-CPST를 실시하였다. R/LCT에서 좌뇌 성향의 학생은 8명, 우뇌 성향은 7명, 중간 점수를 보인 학생은 1명이었다. BPI에서는 좌뇌 성향의 학생이 8명, 우뇌 성향은 8명이었다. S-CPST 에서 좌뇌 성향의 학생들은 먼저 구성 요소에 흥미를 갖고 그 특징을 탐색했다. 또, 숫자나 기호 등을 사용해 논리적이고 객관적으로 문제를 해결하는 반면 자신의 아이디어를 그림으로 표현하는 것을 어려워했다. 우뇌 성향의 학생들은 3단계문제해결방식을 나타냈다. 먼저 전체적인 형태에 관심을 갖고, 둘째, 각각의 구성요소 분석하고, 셋째, 이들을 종합하여 다시 전체로 조직하였다. 또, 직관적 패턴을 보고 문제의 해결 방법을 여러 가지로 제시하며 그림을 사용하여 구체화시켰다. 결과적으로 지구과학 영재들은 좌/우뇌 성향에 따라 서로 다른 방식으로 문제를 해결하였다. 따라서 보다 효과적인 지구과학 영재교육을 위하여 영재들의 좌/우뇌 성향을 고려한 교수학습방법이 요구된다.

본 논문에서는 뇌기능의 최적화를 통해 좌, 우뇌 활성도의 대칭성을 향상시켜 불안, 우울과 같은 정서장애를 개선하기 위한 게임 활용 시스템에 대한 연구결과를 소개한다. 일반적으로 정 서장애를 보이는 환자들의 특징은 치료에 대한 의지가 낮아 확실한 동기부여가 필요하다. 이러 한 환자들에게 강한 동기를 제공하기 위해 흥미유발의 게임형 콘텐츠와 사용자화를 통한 맞춤 형 게임 시스템을 제안한다. 또한 5일 동안 진행한 실험 결과 좌, 우뇌 활성도의 대칭 정도가 향상된 것을 알 수 있었다. 제안된 게임 활용 시스템은 우울증, 집중 장애 치료와 같은 의료 분 야나 학생들의 집중도를 높여 학습에 도움을 주는 교육 분야 등 다양한 분야에 적용이 가능할 것으로 보인다.