The mechanism of the flow state in Marketing

通过高密度脑电图这一最先进的精确行为指标，我们试图客观化主观心理状态，以阐明心流概念的神经机制。24名实验对象使用电子游戏“使命召唤：现代战争2”进行了实验。在60分钟的时间里，我们在他们玩游戏的时候给他们戴上了128个频道的脑电图帽。在实验的每一分钟，对受试者进行听觉诱发电位（AEP）测量。与此同时，我们正在记录实验情况。在跑步结束后，我们向每个受试者展示了视频记录，让他们回忆并识别他们何时感到心流。根据这个实验的结果，我们能够清楚地证实，当受试者感到心流时，大脑活动会减少。

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.