Use of neurodesign techniques in human persuasive models. application to the design of national prevention campaigns.

This project proposes a scientifically innovative approach to the application of neurodesign techniques for the design of more effective persuasive strategies. the persuasive effect is defined as a process that succeeds in producing a change in attitude or behavior in the subject. in prevention campaigns, this is the key to success. to date, the design of persuasive campaigns has followed a traditional process in which the designer proposed a strategy based on his experience, and in some cases, on traditional marketing techniques, which allowed, approximately, to bring the final product closer to the needs of the user. this methodology has proven to be inefficient and with poor predictive capacity.the advance in recent years of neuroscience has allowed us to know that most of the cognitive processes that govern this persuasive effect are located in the most subconscious part of the human being and that there are a series of cognitive effects (attention, understanding, acceptance, retention) that may reflect the message's ability to produce a persuasive effect. there is abundant evidence that refutes the possibility of objectively capturing these cognitive effects with measures such as brain response, cardiac response or eye tracking with increasingly less invasive techniques. therefore, this project proposes the use of novel techniques to make a more objective measurement and based on cognitive neuroscience models of the persuasive impact of the informative material, made this novel in itself.but the most notable scientific contribution of the project is the use for the first time of algorithms based on the paradigm of neurodiseño that allow to generate visual materials with a high persuasive effect based on the unconscious, nonverbal and objective behavior of the person for whom that design it's meant

Define, develop and scientifically validate neurodesign techniques to design persuasive content and apply your case study to a prevention campaign.

Research article in isi / scopus magazine. prototype software to predict the persuasive effect in users. application for registration of the generated software prototype. the conventional method to evaluate the level of persuasion of a product or advertising is based on interviews to a focus group, which has been demonstrated in the literature that often does not give the expected results. on the other hand, the proposed approaches have been made for the evaluation and prediction of products, but not in advertising and prevention campaigns. for this reason the main contributions of the proposed development are: - it is focused on prevention campaigns and for this reason the data and the experimental tests will be carried out on this case study, as well as the neurodiseño techniques considered.- a set of artificial intelligence methods will be implemented in order to propose a hybrid approach, different from the initially proposed approaches where the most used method is neural networks. - a software application will be developed to evaluate an advertising element (prevention campaign in our case of study) and predict the level of persuasion and what adjustments in the neurodiseño techniques should be applied to improve said level of persuasion.- a software application will be developed to evaluate an advertising element (prevention campaign in our case of study) and predict the level of persuasion and what adjustments in the neurodiseño techniques should be applied to improve said level of persuasion.- a software application will be developed to evaluate an advertising element (prevention campaign in our case of study) and predict the level of persuasion and what adjustments in the neurodiseño techniques should be applied to improve said level of persuasion.