Monday, August 15, 2016
Monitoring our Brain Signals (part 1/5)
A few months ago, I posted about a new use of technology known as neuromarketing. In review, neuromarketing focuses on a consumer's sensorimotor, cognitive, and affective response to marketing stimuli in order to gain enhanced knowledge of consumer behavior. MRI's, EEG's, and SST (Steady State Topography) are an example of the technologies that are being used to measure brain activity and changes in one's physiological state (biometrics), which include details such as a person's heart rate, respiratory rate, and skin response (electro-dermal activity—basically, how much you sweat in response to emotional arousal.) Brain-computer Interfaces (BCIs) are used in the medical field and other industries already, especially in gaming and entertainment. It is being used in marketing as well, but in the wrong hands, we could lose the last shreds of our privacy. Hackers have already been inserting images into apps and recording our brain's subconscious reaction while using BCI's. A privacy and security standard needs to be established, or it won't be long before our own brains are used against us!