Visualization of uncertain data in the NEAT F-PROMETHEE method.

One of the decision-making problems is the problem of description, which is supposed to explain the decision-making situation by describing the alternatives and their consequences. One of the basic multi-criteria decision analysis (MCDA) tools that are used when considering the problem of description are graphical visualizations. The article presents visualizations developed for the presentation of data in the MCDA method called NEAT F-PROMETHEE. Since the NEAT F-PROMETHEE method is used to consider decision-making problems characterized by uncertainty and imprecision, it operates on fuzzy numbers. Therefore, it was important that the developed visualizations also present data in the form of fuzzy numbers and consider uncertainty. The verification of the developed graphic representations consisted in comparing the ease of processing, understanding and interpreting information presented in a visual and tabular form. As a result of the conducted research, the advantages of the graphical representation over the tabular one were noticed. Data presented in the form of numerical values included in tables, if there are a lot of them, may cause information overload of the decision-maker. Fuzzy numbers included in the tables are often difficult to read, and a big challenge for the analyst is to establish mutual relationships and compare fuzzy numbers described numerically. It is much easier to process fuzzy numbers in a graphical form, because then you can immediately observe the relationships between the numbers.•Developing a visualization of uncertain data for the NEAT F-PROMETHEE method•Comparison of clarity of graphical and tabular representation.

Neurological Mechanisms of Diagnosis and Therapy in School Children with ADHD in Poland.

The paper aims to present a holistic view of attention deficit hyperactivity disorder (ADHD) in pedagogical, psychological, legal, and social dimensions in Polish schools. The authors present the benefits of neurofeedback therapy for elementary school pupils. In order to verify the validity, the paper compares the concordance of a medical diagnosis confirming ADHD syndrome with the occurrence of abnormal electrical brain function recording and abnormalities therein as well as the effectiveness of the neurofeedback therapy. The study confirms that the reported problems faced by pupils and affecting their emotional functioning are reflected in their EEG records. Conclusions from the study lead to the proposal that the neurofeedback assessment should be performed at schools, which should result in the implementation of effective therapy. Moreover, the neurofeedback method should be promoted in Polish schools as an alternative to pharmacological therapy, which, as the research proves, is not always effective. Neurofeedback therapy, similarly to behavioral therapy, is very much needed and useful because it provides optimal conditions for the child's development and shapes their relations with the environment effectively and harmlessly.

Cognitive Neuroscience Methods in Enhancing Health Literacy.

The aim of the article is to identify the usefulness of cognitive neuroscience methods in assessing the effectiveness of social advertising and constructing messages referring to the generally understood health promotion, which is to contribute to the development of health awareness, and hence to health literacy. The presented research has also proven useful in the field of managing the processes that improve the communication between the organization and its environment. The researchers experimentally applied cognitive neuroscience methods, mainly EEG measurements, including a metric which is one of the most frequently used to measure the reception of advertising messages, i.e., frontal asymmetry. The purpose of the study was to test cognitive responses as expressed by neural indices (memorization, interest) to the reception of an advertisement for the construction of a hospice for adults. For comparative purposes, a questionnaire survey was also conducted. The research findings have confirmed that there are significant differences in remembering the advertisement in question by different groups of recipients (women/men). They also indicate a different level of interest in the advertisement, which may result from different preferences of the recipients concerning the nature of ads. The obtained results contribute to a better understanding of how to design advertising messages concerning health, so that they increase the awareness of the recipients' responsibility for their own health and induce specific behavior patterns aimed at supporting health-related initiatives, e.g., donating funds for building hospices or performing preventive tests. In this respect, the study findings help improve the organizations' communication with their environment, thus enhancing their performance. The study has also confirmed the potential and innovativeness of cognitive neuroscience methods as well as their considerable possibilities for application in this field.

Neurophysiological tools to investigate consumer's gender differences during the observation of TV commercials.

Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers' reaction to advertisements from a neuroscientific perspective. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews. In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR), and heart rate (HR) in a group of 28 healthy subjects during the observation of a series of TV advertisements that have been grouped by commercial categories. Comparisons of cerebral indices have been performed to highlight gender differences between commercial categories and scenes of interest of two specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain hidden information to marketers not obtainable otherwise. Most importantly, it was suggested how these tools could help to analyse the perception of TV advertisements and differentiate their production according to the consumer's gender.