{"id":5490,"date":"2025-10-24T21:53:10","date_gmt":"2025-10-24T21:53:10","guid":{"rendered":"https:\/\/heddamartinasola.com\/projekti\/kada-umjetna-inteligencija-promatra-nasu-pristranost-neuromarketing-iza-digitalnih-recenzija\/"},"modified":"2025-11-17T07:37:04","modified_gmt":"2025-11-17T07:37:04","slug":"neuromarketing-behind-digital-reviews","status":"publish","type":"portfolio","link":"https:\/\/heddamartinasola.com\/en\/projekti\/neuromarketing-behind-digital-reviews\/","title":{"rendered":"When Artificial Intelligence Sees Our Bias: The Neuromarketing Behind Digital Reviews"},"content":{"rendered":"\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\n \n
\n
\n
<\/div>\n
<\/div>\n
\n
\n\n
\n\n
\n \"\" <\/div>\n\n <\/div>\n\n \n <\/div>\n <\/div>\n
\n
\n\n
\n\n
\n \"\" <\/div>\n\n <\/div>\n\n \n <\/div>\n <\/div>\n
\n
\n\n
\n\n
\n \"\" <\/div>\n\n <\/div>\n\n \n <\/div>\n <\/div>\n
\n
\n\n
\n\n
\n \"\" <\/div>\n\n <\/div>\n\n \n <\/div>\n <\/div>\n \n <\/div> \n\n <\/div> \n\n <\/div> \n \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Neuromarketing study<\/div>

When Artificial Intelligence Sees Our Bias: The Neuromarketing Behind Digital Reviews<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
Introduction<\/h5>

In today\u2019s world, where digital opinions carry more weight than lived experience, a single question becomes crucial: do we really understand how we form judgments online?
This question inspired a groundbreaking study<\/a> conducted under the direction of Dr. Hedda Martina \u0160ola at the Institute for Neuromarketing & Intellectual Property<\/a>, combining a neuroscientific AI device designed to predict consumer behavior<\/strong> with cognitive and emotional analytics to explore how bias emerges in digital perception.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Research publication:<\/div>
[Link to the study]<\/a><\/span><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Research conducted on:<\/div>
Institute for Neuromarketing & Intellectual Property<\/span><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The research, carried out in collaboration with Oxford Business College and based on data from the Udemy learning platform<\/strong>, aimed to understand how emotional responses and cognitive biases<\/strong> shape our reading of online course reviews. The findings revealed that our eyes, long before our mind, reveal what we like, trust, or reject.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t
When the Algorithm Sees What We Do Not<\/h5>

The central question was whether a neuroscientific AI eye-tracking system<\/strong> could identify attention patterns that expose unconscious bias. The experiment merged eye-tracking<\/em> and EEG data with predictive AI algorithms to map real-time reactions to online reviews (n = 300,000 eye-tracking recordings, 45,000 EEG scans).<\/p>

Participants read real Udemy reviews while eye-tracking sensors<\/strong> recorded every fixation, blink, and micro-movement. The AI device then analyzed gaze duration, emotional activation, and attention flow relative to text tone, author identity, and perceived credibility.<\/p>

The methodology included:<\/p>