Neurální habituace statických reklam v homo- a heterogenním video-prostředí.

VOLCHKOV, Ivan

This bachelor thesis focuses on theoretical elaboration and empirical research of the topic of habituation and perception of static advertisements in the cyberspace during video perception. The theoretical part contains a summary of the theory and research of habituation, perception of advertisements, and visual perception, as well as the theoretical basis of electroencephalography. The empirical part describes the intention, design, implementation, results of the research and their discussion. The between-subject experimental design is constructed to mimic real cyberspace, where advertisements become noise and distractions to the Internet users. The study aims to measure the brain's habituation response to repeated advertisement presentation while viewing educational videos based on following biophysical signals (using electroencephalography), i.e., to determine how the brain learns to get used to or respond to advertising stimuli during educational video streaming and whether there is a difference in brain reaction to homo- and heterogeneous advertising stimuli. A new experimental paradigm was created for this research. 18 participants took part in the research, randomly divided into three groups: two experimental groups and one control group. 15 participants' data proceeded to the final analysis, due to technical deficiencies of signal processing. The analysis was performed using the following EEG methods: Event-Related Potentials, Event-Related Spectral Perturbation, and Power Spectral Analysis. The results indicate that homogeneous advertisements are less disruptive to the fluency of perception of the video viewer than heterogeneous ones, but may require more prominent differentiation.

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