2013 Fiscal Year Final Research Report

The mechanism of the flow state in Marketing

Research Project

Project/Area Number	24653097
Research Category	Grant-in-Aid for Challenging Exploratory Research
Allocation Type	Single-year Grants
Research Field	Commerce
Research Institution	Miyagi University
Principal Investigator	DOH Saeran 宮城大学, 食産業学部, 准教授 (90599193)
Project Period (FY)	2012-04-01 – 2014-03-31
Keywords	Flow / AEP / EEG
Research Abstract	By using high-density EEG, which is a state-of-the-art accurate behavioral indicator, we attempted to objectify the subjective psychological state to elucidate the neurological mechanism of the flow concept. Experiments were carried out with 24 subjects using the video game "Call of Duty: Modern Warfare 2." For 60 minutes, we put the EEG cap of 128 channels on them while they were playing the game. Subjects were also provided with auditory evoked potential(AEP) in every minute of the experiment. In the meantime, we were recording the experimental situation. After the end of the run, we showed the video recording to each subject and made them recall and identify when they felt flow. With the result of this experiment, we were able to confirm clearly that there was a decrease in the brain activity when the subjects felt flow.

(3 results)