| Summary: | 碩士 === 國立陽明大學 === 生物醫學影像暨放射科學系 === 100 === The purpose of releasing a movie trailer was to urge the audiences to pay money for watching the movies. The attractiveness of a trailer will directly influence audience’s willingness of watching, and therefore influence the box office ticket sales of a film. In this thesis, we employ the recently emerging method of neuromarketing with fMRI technique to identify bio-indicators or neural patterns that can be used to evaluate the effectiveness of a trailer. The thesis is divided into two parts. In the first part, we studied the neural responses while watching a movie trailer. In the second part, we studied the follow-up neural activities evoked by a movie trailer while subjects responded to questionnaires.
Part A
The Alteration of Functional Connectivity and Network Organization during Watching Movie Trailers
Materials and methods
Twenty-eight healthy subjects participated in this fMRI study. All of the subjects underwent three functional conditions as the resting, relaxing and trailer viewing conditions. We calculated the functional connectivity between all possible regions pairs and we constructed a representative functional network for each viewing condition. Then, we conducted statistical analysis and network measures on the representative network to investigate how the subjects’ brain network altered when stimulated with movie trailers. Finally, from the altered functional connectivity, we resolved the representative functional connectivity responding to attractive and unattractive movie trailers respectively.
Results and Conclusions
In the trailer viewing condition, the statistical analysis demonstrated specific altered connectivity within prefrontal regions, between prefrontal-limbic, between prefrontal-insula, and between prefrontal-subcortical regions, while the network measures demonstrated that the brain network was reorganized into a highly efficient and cost-effective one. Moreover, we found that the prefrontal-limbic connectivity was related to the response toward attractive movie trailers, while the prefrontal-subcortical connectivity was related to the response toward unattractive movie trailers. The salience of these altered connectivity served as the bio-indicators to evaluate the attractiveness of a movie trailer.
Part B
The Neural Patterns Induced by Responding to the Questionnaire of Movie Trailers
Materials and methods
Twenty eight subjects participated in this fMRI study. We separate the subjects into high-score and low-score groups for each influential factor, namely memory, emotion and motivation of movie trailers according to their scores of response. The general linear model was performed to analyze subjects’ brain neural pattern induced by the memory-related, emotion-related and motivation-related trials raised in the questionnaire.
Results and conclusions
We found that high memory-related, emotion-related and motivation-related effectiveness of movie trailers activated more functional region and higher activation amplitude of brain than the low ones. In addition, the high emotion-related and motivation-related effectiveness of movie trailers activated the right hemisphere for imaginative process. From these activated functional regions, we further found that the activation of the left inferior frontal gyrus (IFG) and the bilateral cerebellum Ⅵ were significantly correlated with the memory-related effectiveness of movie trailers, the activation of the left middle frontal gyrus (MFG) was significantly correlated with emotion-related effectiveness, and the activation of bilateral anterior cingulate cortex (ACC) and bilateral putamen were significantly correlated with motivation-related effectiveness. The salience of these activation patterns served as the bio-indicators to evaluate how the three influential factors contribute to the overall effectiveness of a movie trailer.
|
|---|
