ElectricMind is a web-site that deals with all branches of the neurosciences and their application to thought, perception, sensation, emotion, decision-making, culture, society, economics, politics, business, and pretty much anything else you could think of…

The articles reflect on methodologies, associated measurement standards, and technologies used within the modern-day neurosciences. For example, we explore measurements of the human body’s electrical properties through the use of electroencephalography (EEG), a biomedical technology used to measure the electrical fields generated by the outer surface of the brain. We also consider eye-tracking technologies that record the spatial position of a person’s point of gaze, as well as skin conductance measures that record changes in the skin’s electrical conductive properties due to a change in the intensity of an emotional state. Behavioural-based tasks, such as the implicit priming methods of the social sciences, designed to reveal information about implicit attitudes and perceptions, are also explored.

Fundamentally, ElectricMind asks what understanding can be gained about human behaviours from these methods and associated protocols. For example, what can we learn about a consumer’s responses to advertising media in all its forms, decision-making processes in life and in disorder, meditative practices, and economic reasoning in trade and investment transactions. ElectricMind demonstrates technical prowess through hands on analysis of neuroscientific and behavioural data. To these ends, we access the scientific literature and the author will share his own unpublished findings, technical knowledge, experience as well as personal datasets.

A visualisation of the electrical fields generated by the brain in the delta, theta, alpha and beta bands. The timer on the top displays mins : secs : msecs, with the video speed up for display purposes. This person has their eye’s closed, which produces high-power brainwaves at the back of the head within the alpha band. This bioelectric phenomena was first observed in the 1920’s by German physician Dr Hans Berger, the inventor of the electroencephalogram.

At times, we will also look at non-electrical measurements of the functioning human body, such as functional magnetic resonance imaging (MRI), positron emission tomography (PET), and magnetoencephalography (MEG), and look how findings from these methodologies weigh in on the debates related to economic theory, consumer behaviour, and strengthen the views formulated within these articles.

We hope that the reader will find the content stimulating, and perhaps even provocative at times, stimulating healthy debate and reassessment of long-held misplaced beliefs. I am always willing to engage with readers so please, if you enjoy the content, subscribe to the mailing list and you will regularly receive notifications of new content as soon as it becomes available.

Subscribe to
ElectricMind

ARTICLES

The Essence of Electroencephalography

BY MATTHEW M GERHOLD

Neuromarketing Insights: Myth or Legitimate Science (Part 1)

BY MATTHEW M GERHOLD

The Perceptual Cycle and its Relevance to the Audio-Visual Content

BY MATTHEW M GERHOLD