Training and testing human judgment of advertising materials

Education and demonstration – Psychology

Reexamination Certificate

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Details

C434S219000

Reexamination Certificate

active

06322368

ABSTRACT:

COPYRIGHT MATERIAL
A portion of the disclosure of this patent document, and/or of the provisional patent application referred to above, contains material which is subject to copyright protection. The owner has no objection to the facsimile reproduction by anyone of the patent document or the patent disclosure, as it appears in the Patent and Trademark Office patent file or records, but otherwise reserves all copyright rights whatsoever.
BACKGROUND OF THE INVENTION
1. Field of the Invention (Technical Field)
The present invention relates to methods and devices for training and testing human judgement.
2. Background Art
Complex decision-making tasks are performed routinely by human beings. Training is often useful in developing skills in such tasks, and testing is useful in analyzing development of such abilities. For example, simulators for motor vehicles, aircraft, and spacecraft have been essential in providing training and testing for very important behaviors.
A generalized audio/visual device for performing training in a variety of different areas has heretofore been unknown. Training had to be done by specific purpose machines, such as automobile simulators, chess problem devices, and the like. The present invention presents a method and apparatus that has more general applications than heretofore known.
SUMMARY OF THE INVENTION (DISCLOSURE OF THE INVENTION)
The present invention is of an apparatus and method for training and testing human judgement concerning one or more complex human activities comprising: storing and accessing by computer a plurality of audio/visual presentations and corresponding measures of performance; playing back the audio/visual presentations; requiring users to rank the audio/visual presentations; comparing user rankings against the corresponding measures of performance; and tabulating scores of comparisons for one or more users. In the preferred embodiment, storing and accessing is of a plurality of audio/visual presentations such as motion picture advertisements, still picture advertisements, world wide web home pages or advertisements, audio advertisements, audio clips or previews, or motion picture clips or previews, and of measures of performance such as survey measures of audience response. For still and video presentations, playing back is best done in side-by-side displays. Measures of performance are preferably expert rankings, sales levels, survey measures of audience response, Flow of Attention measures, or Flow of Emotion measures. Presentations are preferably randomly presented. Supplemental information may be supplied to users, such as diagnostic information, Flow of Attention information, Flow of Emotion information, or theoretical information.
A primary object of the present invention is to provide a device and method for computerized training and testing of human judgement.
A primary advantage of the present invention is that it is generalizable across a wide spectrum of human activities.
Other objects, advantages and novel features, and further scope of applicability of the present invention will be set forth in part in the detailed description to follow, taken in conjunction with the accompanying drawings, and in part will become apparent to those skilled in the art upon examination of the following, or may be learned by practice of the invention. The objects and advantages of the invention may be realized and attained by means of the instrumentalities and combinations particularly pointed out in the appended claims.


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