Tartarian Lamb or

Emotion, Knowledge and the Web

Cindy Masoncmason@steam.stanford.edu

www-formal.stanford.edu/~cmason

with R. Gil, R. Gonzalez, and D. Porter

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[© C.Mason – 2013]

Outline

I. MotivationII. Detection of emotionsIII. Knowledge and Sociology Models for

Building an emotion ontology or formalizing emotion creation for web application/designI. CULTURE Context (when ‘where, when’ matters)II. PERSONALITY Personality types & cultural

aspects (or how show information)IV. Examples - Design persona (Emotion

Design Process)

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Part I Motivation Tartarian LambVegetable Lamb

Legendary Ontological PeculiarityRelates to Trade Routes, Virtue and Expansion of Empires

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Motivation: Neuroplasticity

• Neuroplasticity (Brain Plasticity) describes our brains• natural ability to change its circuitry to compensate for birth

defects, damage, disease, or the bad habits of unintentional programming. 

• We’re participating in the extraordinary wiring of our brains every waking moment -  either accidentally or intentionally.

• Brain changes and creates new connections our whole life, not just when we’re young. Its more like a muscle.

• We change the brain based on repeated stimuli, accidentally or intentionally..good habits or bad habits.

• Image shows effect of brain training program called Lumosity.• S. Begley, Train Your Mind, Change Your Brain: How a New Science Reveals Our Extraordinary Potential to Transform Ourselves, Ballantine

Books, New York, 2007.

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Brain Structure of Psychokillers

.

-The Ventromedial prefrontal cortex is responsible for sentiments such as empathy and guilt.-The amygdala mediates fear and anxiety. -These two areas are important communicate in processing empathy and in perceiving the mental and emotional state of others. Reduced in psychopaths(1).-Designing UI for compassion is important because the brain is adaptive (plasticity) and repetitive social and emotional behavior influence us (2).This includes media, web pages.Psychopaths’ brains show differences in structure and function

November 22nd, 2011 in Neuroscience

Images of the brains of prisoner’s who are convicted of murder, show important differences between psychopaths and non-psychopaths –the parts of the brain associated with emotional callousness and anti-social behavior

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MotivationPositive Brain Experiences

• Brain Plasticity• Repeat Positive Exposure has Positive

Influence – Fewer Psychopaths??!!!• Smiling Beats Many Illnesses! Helps Us

Learn, Retain information, Happier• Knowledge of Emotion, Culture, People

Helps Engineers and Programmers Create A More Positive Web Experience for People

• Application to Reverse Engineer / Understand More Deeply Existing Pages

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Design ProblemsNOT THIS

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Design Problem Solved!THIS!

Design/Emotion – It is up to us!We have only to imagine!…

Part IIDetection of emotions

VideoVoiceText

Biological Signal

Kansei Engineering& user testing

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Users

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Biological signals

• Electroencephalography ( EEG )• EKG (Heart Math Institute)• Sphygmomanometer (it measures

arterial pressure)• Heart rate• Pulse Oxymeter (estimate the

measurement of arterial oxygen saturation (SpO2) of hemoglobin)-anxiety, sadness, love?

• Oxytocin (trust, love, …)

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Video , Audio & Text

• Non - verbal language– Face Heuristics– Body Heuristics – Movement Heuristics (e.g. Behavior

monitoring)

• Verbal language– SVM (irony still not achieved)– Emoticons

Multimodal integration works best!!!!

Face heuristics• -Frowning / Fruncir el entrecejo:Un signo que indica necesidad de concentrarse, de percibir falta

de claridad-Brow raising / Levantar las cejas:Signo de intensidad o desconcierto-Gazing away / Alejar la mirada:Signo de decepción. Necesita ser analizado con otras variables como tiempo, errores…-Smiling / Sonreir:Signo de satisfacción o localización de un elemento divertido, alegre, llamativo… Es importante no confundir la satisfacción de uso con la emocionalidad del contenido.-Compressing the lips / Apretar los labios:Signo de confusión o frustración.-Moving the mouth / Mover la boca:Signo de estar perdido o desconcertado.-Expressing vocally /Expresión oral:Toser, suspirar, expirar así como el volumen, el tono o la calidad de la expresión pueden indicar frustración o decepción.-Hand touching the face / Tocarse la cara con la mano:Signo de confusión, incertidumbre o que el usuario está perdido o cansado.-Drawing back on the chair / Apoyarse en la silla:El usuario puede experimentar emociones negativas o rechazables-Leaning forward the trunk / Inclinar el cuerpo hacia adelante:Signo de depresión y/o frustración.

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Kansei Engineering& User Testing

• PrEMO

• MORAE(http://www.youtube.com/watch?v=cA6xc79Ao0I)

• Eye-tracker(http://www.youtube.com/watch?v=lo_a2cfBUGc)

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Part IIICultural aspects: language

where and when matter

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Cultural Aspects

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Cultural aspects: symmetry

Cultural aspects: colors, typography…

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Sociology Studies: National Cross-Culture dimensions

• Sociology studies (20 plus years) indicate the values that distinguished countries from each other could be grouped statistically into four clusters. Geerdt Hofstaed

– Power Distance (PDI)– Individualism versus Collectivism (IDV)– Masculinity versus Femininity (MAS)– Uncertainty Avoidance (UAI)

• A fifth Dimension was added in 1991 based on research by Michael Bond who conducted an additional international study among students with a survey instrument that was developed together with Chinese employees and managers.That Dimension, based on Confucian dynamism, is Long-Term Orientation (LTO) and was applied to 23 countries.In 2010, research by Michael Minkov allowed to extend the number of country scores for this dimension to 93, using recent World Values Survey data from representative samples of national populations.

In the 2010 edition of Cultures and organizations, a sixth dimension has been added, based on Michael Minkov's analysis of the World Values Survey data for 93 countries. This new dimension is called Indulgence versus Restraint.

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5 cultural dimensions

Source: http://geert-hofstede.com/spain.html

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Personality types Ontology

Personality typesQ1. Which is your most natural energy orientation?INTROVERT(I) or EXTROVERT(E)Every person has two faces. But most have a preference.. Thus one of their faces, either the Extraverted (E) or Introverted (I), takes the lead in their personality development and plays a more dominant role in their behavior.

Extravert face is directed towards the OUTER world of activities, excitements, people, and things. Intravert is directed inward to the INNER world of thoughts, interests, ideas, and imagination.

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Personality types• Extraverted Characteristics

• Act first, think/reflect later • Feel deprived when cutoff from interaction with the

outside world • Usually open to and motivated by outside world of

people and things • Enjoy wide variety and change in people

relationships • Introverted Characteristics

• Think/reflect first, then Act• Regularly require an amount of "private time" to

recharge batteries• Motivated internally, mind is sometimes so active it

is "closed" to outside world • Prefer one-to-one communication and

relationships

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Personality types cont’dDo you Perceive by Sensing or by

Intuition?Q2. Which way of Perceiving or understanding is most "automatic" or natural?

– The Sensing (S) side of our brain notices the sights, sounds, smells and all the sensory details of the PRESENT. It categorizes, organizes, records and stores the specifics from the here and now. It is REALITY based, dealing with "what is." It also provides the specific details of memory & recollections from PAST events.

– The Intuitive (N) side of our brain seeks to understand, interpret and form OVERALL patterns of all the information that is collected and records these patterns and relationships. It speculates on POSSIBILITIES, including looking into and forecasting the FUTURE. It is imaginative and conceptual.

– While both kinds of perceiving are necessary and used by all people, each of us instinctively tends to favor one over the other.

Personality types cont’d•  Sensing Characteristics

• Mentally live in the Now, attending to present opportunities • Using common sense and creating practical solutions

is automatic-instinctual• Memory recall is rich in detail of facts and past events• Best improvise from past experience • Like clear and concrete information; dislike guessing when

facts are "fuzzy" • Intuitive Characteristics

• Mentally live in the Future, attending to future possibilities• Using imagination and creating/inventing new possibilities

is automatic-instinctual• Memory recall emphasizes patterns, contexts, and

connections• Best improvise from theoretical understanding • Comfortable with ambiguous, fuzzy data and with

guessing its meaning.

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Personality types con’tDo you decide with feeling or

thinking?• Q3. Which way of forming Judgments and

making choices is most natural?• The Thinking (T) side of our brain analyzes

information in a DETACHED, objective fashion. It operates from factual principles, deduces and forms conclusions systematically. It is our logical nature.

• The Feeling (F) side of our brain forms conclusions in an ATTACHED and somewhat global manner, based on likes/dislikes, impact on others, and human and aesthetic values. It is our subjective nature.

• While everyone uses both means of forming conclusions, each person has a natural bias towards one over the other so that when they give us conflicting directions - one side is the natural trump card or tiebreaker

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Personality types•  Thinking Characteristics

• Instinctively search for facts and logic in a decision situation.

• Naturally notices tasks and work to be accomplished.

• Easily able to provide an objective and critical analysis.• Accept conflict as a natural, normal part of

relationships with people. • Feeling Characteristics

• Instinctively employ personal feelings and impact on people in decision situations

• Naturally sensitive to people needs and reactions. • Naturally seek consensus and popular opinions.• Unsettled by conflict; have almost a toxic reaction

to disharmony.

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Personality types• Q4. What is your "action orientation" towards the

outside world?• All people use both judging (thinking and feeling) and

perceiving (sensing and intuition) processes to store information, organize our thoughts, make decisions, take actions and manage our lives. Yet one of these processes (Judging or Perceiving) tends to take the lead in our relationship with the outside world . . . while the other governs our inner world.

• A Judging (J) style approaches the outside world WITH A PLAN and is oriented towards organizing one's surroundings, being prepared, making decisions and reaching closure and completion.

A Perceiving (P) style takes the outside world AS IT COMES and is adopting and adapting, flexible, open-ended and receptive to new opportunities and changing game plans.

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Personality types• Judging Characteristics

• Plan many of the details in advance before moving into action.

• Focus on task-related action; complete meaningful segments before moving on.

• Work best and avoid stress when able to keep ahead of deadlines.

• Naturally use targets, dates and standard routines to manage life.

• Perceiving Characteristics • Comfortable moving into action without a plan; plan

on-the-go.• Like to multitask, have variety, mix work and play.• Naturally tolerant of time pressure; work best close

to the deadlines.• Instinctively avoid commitments which interfere

with flexibility, freedom and variety

Part IV Use Design persona knowledge for Web Emotion/Personality/Culture

• Brand name• Why is it special? What makes us like it?

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http://aarronwalter.com/design-personas

Emotion Filter is like a Design persona - idea is filter and reshape page based on user and knowledge

applying idea of Aaron Walter on Design Personas to web

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Design persona is not necessarily categorical, can be a mix

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Design persona

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Design persona

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Surprise

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Anticipation

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Design personaexample

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Design personacolor font

reward font

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MoodBoards

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MoodBoards

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Reward

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Reward

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Reward (play)

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Reward

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Website Optimizer

Google analytics integrates website optimizer (01/08/2012)

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EMOTIONS ONTOLOGY

CULTURAL ASPECTS

CONTEXT ASPECTS

PERSONALITY TYPE

In App GreetingHi, Bob. You could be a part-time model

EMOTIONGENERATION

Application that filters web results or characterizes web pages

TO BUILD EMOTION FILTER FOR WEB PAGESNeed: Emotion Ontology, Web Emotion Ontology,User tests to determine…. Could take feedback from Users or proactively filter

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THANK YOU!!!!

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