Social campaigns are persuasive messages that attempt to communicate positive ideas and practices. One of the main challenges in designing effective social campaigns is the need to compete with other advertisements for viewers' attention. One of the most widely used methods of drawing attention to social advertising is the use of negative emotions. However, the effectiveness of negative emotional appeals in social campaigns is still a topic of debates. The aim of the study was to use both declarative and neural (EEG) measures to examine whether increasing the intensity of negative emotions in a social campaign enhances its effectiveness linearly or only to a certain level (curvilinear relation). The experimental study was conducted (N = 62) with road safety campaign, using three different levels of negative emotional intensity. The results showed that even though advertising with the strongest negative stimuli evoked the strongest negative emotions, it had no significantly stronger influence on behavioral intention (driving less risky) than moderately negative stimuli. Moreover, neural reaction to the negative stimuli in advertising depended on driving style-people with risky driving style payed less attention to more threatening message (higher beta oscillations).

The concept of sustainable development has been present in political discourse for many years. Striving to achieve it has become a worldwide priority. Success in this field depends not only on the right government policies. It is also a matter of society engagement. There are different direct and indirect tools intended to promote and reinforce positive changes in social attitudes. Among the most important ones are public awareness campaigns. The aim of the article is to present the ways in which they can contribute to sustainable development and how their positive impact should be properly assessed.

Cognitive neuroscience techniques are used in many different domains. Among them is marketing research. The general assumption driving such research is that human brain activity can provide marketers with information that cannot be obtained otherwise. The aim of this article is to show, how cognitive neuroscience techniques and neurometrics can be helpful in determining the appropriate time for advertising a product. The study was conducted with the use of the advertisement for dietary supplement enhancing the cognitive abilities. The experiment presented in the paper consists of two parts. The first one was conducted two months before the exams and the second one - during exams It was arranged this way to check, if the students would show more interest in the advertisement when they have examinations (in the “right” time) and if the neurometric indexes are able to capture such interest by showing statistically significant difference between these two periods.

No abstract

Epilepsy is one of the widespread disorders. It is a noncommunicable disease that affects the human nerve system. Seizures are abnormal patterns of behavior in the electricity of the brain which produce symptoms like losing consciousness, attention or convulsions in the whole body. This paper demonstrates an effective electroencephalogram (EEG) based seizure detection method using discrete wavelet transformation (DWT) for signal decomposition to extract features. An automatic channel selection method was proposed by the researcher to select the best channel from 23 channels based on maximum variance value. The records were segmented into a nonoverlapping segment with long 1-S. The support vector machine (SVM) model was used to automatically detect segments that contain seizures, using both frequency and time domain statistical moment features. The experimental result was obtained from 24 patients in CHB-MIT database. The average accuracy is 94.1, sensitivity is 93.5, specificity is 94.6 and the false positive rate average is 0.054.