Center for Computer Research in Music and Acoustics
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Nielsen Consumer Neuroscience uses measures of neurophysiology to develop insights into consumer experience and behavior. This presentation will provide an overview of those measures, test-retest reliability, validation to in-market sales, and how Nielsen scales neuroscience globally for work with multinational companies. Research at Nielsen provides further evidence that music, in particular, significantly affects advertising performance by influencing emotional engagement and memory activation, and by triggering semantic associations. Case study examples will demonstrate these effects and how consumer neuroscience methods are applied in practice.
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From the article: At first glance, she was elderly and delicate – a woman in her 90s with a declining memory. But then she sat down at the piano to play. “Everybody in the room was totally startled,” says Eleanor Selfridge-Field, who researches music and symbols at Stanford University. “She looked so frail. Once she sat down at the piano, she just wasn’t frail at all. She was full of verve.” Read more here...
"In My Lai, a monodrama for tenor, string quartet, and Vietnamese instruments, composer Jonathan Berger had countless tragic elements at his disposal... In this immersive performance, we had the sense that, rather than defaulting to the story's obvious tragic details, Berger illuminate a single, more subtle element - the outraged bewilderment we often feel in the face of unimaginable horror."
This issue of the Csound Journal features an article written by MST student Paul Batchelor, which can be found here:
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