Patent Document ID: 8392253
Application ID: 12122262
Patent Flag: 1

Claim One:
1. A system, comprising: a data collector to obtain first neuro-response data from a first frequency band measured in a first hemisphere and second neuro-response data from a second frequency band measured in a second hemisphere of a brain of a subject exposed to one or more of an advertisement or entertainment, and the first frequency band and the second frequency band being respectively representative of brain activity occurring at a same time; a processor configured to: determine a coordination between the first neuro-response data and the second neuro-response, wherein the coordination includes a measure of asymmetry between the first frequency band and the second frequency band, the asymmetry identified by: detecting a first amplitude of the first frequency band; detecting a second amplitude of the second frequency band; and comparing the first amplitude and the second amplitude to determine a difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; and assign an asymmetry value to the relationship between the first frequency band and the second frequency band based on the difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; a response integrator comprising a processor configured to combine the asymmetry value and data representative of a first attribute of the first advertisement or entertainment to generate selection information; and a selector to select a second advertisement or entertainment for presentation to the subject based on the selection information and data representative of a second attribute of the second advertisement or entertainment.