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Happiness Science

A Warm Family: The Beginning of Lasting Mental Well-Being

By RISC | 1 month ago

Have you noticed how many people around us have been struggling with insomnia, stress, or even depression in recent years?According to the World Health Organization (WHO), over 970 million people worldwide—or roughly 1 in 8—are living with mental health conditions. Among adolescents aged 10–19, who make up one-sixth of the global population, as many as 1 in 7 (14.3%) experience mental health issues, many of whom may not even realize it or have access to proper care.In Thailand, data from the Department of Mental Health’s “Mental Health Check-in” (2020–2024) shows that 8.04% of people reported high stress, 9.47% were at risk of depression, and 5.39% were at risk of suicide.The figures are even more concerning among Thai adolescents under 20 — 24.83% reported high stress, 29.51% were at risk of depression, and 20.35% were at risk of suicide. These rates are three to four times higher than those in other age groups.So, how can we improve our mental health? And where should we begin? Let’s look at two research studies that highlight the crucial role of family relationships in fostering mental well-being.The first study, conducted by Bian, Y., Jin, K., and Zhang, Y. in China, analyzed data from 90,023 participants across multiple countries. It revealed that families with higher levels of cohesion and mutual support had a significantly lower likelihood of depression.Another study, by An, J., Zhu, X., Shi, Z., and An, J., also from China, explored the impact of perceived family support. The findings showed that it’s not merely about having a family — what truly matters is feeling supported by one’s family. When family members can openly share their concerns and communicate effectively, it enhances emotional well-being, strengthens social connections, and even contributes to better physical health.These findings echo many other studies affirming that family is the foundation and essential space for building emotional resilience and supporting the mental well-being of adolescents — and of every member in the household.At Mulberry Grove The Forestias, this belief is embedded in its design philosophy: “Good mental health begins at home.”Each home is thoughtfully crafted to nurture connection and visibility among family members, whether on the same floor or across different levels, allowing everyone to see and engage with one another naturally throughout the day. Shared spaces are designed to encourage interaction and meaningful conversations — warm, inviting areas where families can relax, bond, and enjoy quality time together.These moments of togetherness strengthen relationships, build positive emotions, and promote both mental and emotional well-being — truly making home the starting point for a happier, healthier life.Story by Dr. Sarigga Pongsuwan, Vice President of RISC and Head of Happiness Science HubReferences byHfocus. (2024, มีนาคม). ชื่อบทความ. Hfocus. สืบค้นเมื่อ 3 เดือนตุลาคม จาก https://www.hfocus.org/content/2024/03/30088Hfocus. (2025, กรกฎาคม). ชื่อบทความ. Hfocus. สืบค้นเมื่อ 3 เดือนตุลาคม จาก https://www.hfocus.org/content/2025/07/34568An, J., Zhu, X., Shi, Z., & An, J. (2024). A serial mediating effect of perceived family support on psychological well-being. [BMC Public Health], [2024], DOI: https://doi.org/10.1186/s12889-024-18476-zBian, Y., Jin, K., & Zhang, Y. (2024). The association between family cohesion and depression: A systematic review and meta-analysis. [PubMed, National Library of Medicine], [2024], DOI: 10.1016/j.jad.2024.03.138

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Brain Care Tips for a Longer, Happier Life

By RISC | 1 month ago

Did you know? Proper brain care in older age not only helps reduce the risk of dementia but also enables seniors to live independently, happily, and with greater self-reliance for longer. Thailand currently has over 13 million elderly people—about 20% of the total population. Within the next 30 years, this number is expected to surpass 20 million. As our society ages, one of the key challenges is ensuring quality healthcare for seniors—especially brain health, which plays a crucial role in overall well-being.Why Is Brain Health Important in Later Life?The brain is a complex and delicate organ responsible for thinking, decision-making, memory, and everyday functions. As we age, brain cells and their connections gradually decline, leading to slower processing, reduced memory, and increased risk of dementia, including Alzheimer’s disease.However, even in later life, the brain remains remarkably adaptable. With proper care and regular stimulation, cognitive decline can be slowed—helping seniors live with confidence, happiness, and a strong sense of purpose.Caring for an aging brain doesn’t have to be complicated. With consistency and a holistic approach, you can strengthen brain health through:1. Regular exercise – Activities like walking, yoga, tai chi, or swimming for at least 30 minutes a day improve blood and oxygen flow to the brain, lower stroke risk, and stimulate neurotransmitters essential for memory and mood.2. A brain-boosting diet – Eat foods rich in omega-3s, antioxidants, and vitamins—such as salmon, tuna, leafy greens, nuts, whole grains, and colorful fruits—to reduce inflammation and slow brain aging.3. Quality sleep – Getting 7–8 hours of restful sleep each night helps consolidate memories, relieve stress, and reduce the risk of dementia.4. Continuous mental stimulation – Reading, solving puzzles, learning new skills, or practicing a new language helps keep the brain flexible and encourages new neural connections.5. Social engagement – Staying socially active through conversations, family gatherings, or community events reduces loneliness and stress while stimulating brain regions tied to emotion and memory.6. Regular brain checkups – Routine screenings and cognitive assessments help detect risks early, allowing for timely intervention and rehabilitation.Every year on 1 October, the International Day of Older Persons reminds us to recognize the value, wisdom, and potential of seniors. It also encourages all sectors to foster supportive environments that enhance their quality of life.At The Aspen Tree  The Forestias, this philosophy comes to life through a holistic eldercare model that supports physical, emotional, and brain health. In collaboration with Baycrest, Canada—a world leader in aging research and care—the project integrates global expertise and evidence-based brain health programs into Thailand’s senior care landscape.• Health & Brain Center – Offers brain assessments and cognitive training programs to evaluate abilities and identify risks.• Senior-friendly activities and environments – Designed to encourage movement, lifelong learning, and social interaction.• Holistic care approach – Promotes physical vitality, emotional balance, and optimal brain function.Through this collaboration, The Aspen Tree bridges international standards with practical, compassionate care—enhancing the quality of life for Thai seniors so they may live with confidence, happiness, and dignity for years to come.Story by Sittha Preedapirat, Senior Researcher, Brain-Computer Interface, Happiness Science Hub, RISCReference byhttps://www.baycrest.org/Baycrest-Pages/News-Media/News/Baycrest-Global-Solutions/A-place-to-age-successfully​https://mqdc.com/aspentree​

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Hug Your Paw Boss for 5 Minutes – Boost for the Heart and Soul

By RISC | 2 months ago

“Today I’m so tired… let me hug my paw boss to recharge.”“Why do I suddenly feel calmer, with my heartbeat slowing down?”That’s all it takes. A simple hug can soothe the body, ease the mind, and melt away stress—especially when the “boss” we’re hugging is our dog.Nancy R. Gee, PhD, Professor of Psychiatry and Director of the Center for Human-Animal Interaction at Virginia Commonwealth University, Richmond, confirms that hugging, touching, or closely interacting with dogs for just 5–20 minutes can be mutually uplifting. It lowers cortisol (the stress hormone) while increasing oxytocin (the love hormone). And the benefits aren’t one-sided—dogs feel them too. Amazingly, this special connection can even happen with dogs we’ve just met.Virginia Satir, a pioneering American family therapist, once said that people need 4 hugs a day to survive, 8 hugs to maintain well-being, and 12 hugs to truly grow—both physically and emotionally.Science backs this up. Marti R. and colleagues at the University of Basel, Switzerland, studied 21 healthy volunteers with no dog allergies. Participants alternated between hugging a real dog and hugging a stuffed lion while researchers measured changes in blood oxygen levels in the prefrontal cortex. The results? Hugging or playing with a real dog led to stronger effects, boosting the brain’s executive functions for thinking and decision-making.Other studies also show that hugging increases dopamine, stimulates the release of endorphins and serotonin, lowers heart rate, and even strengthens the immune system. These benefits are most effective when hugs last at least 20 seconds.Hugging also stimulates hemoglobin, the protein in red blood cells that carries oxygen, helping distribute it more efficiently throughout the body—leaving us refreshed and re-energized.Hugs are like nature’s own medicine—the more we hug, the healthier and happier we become.When you get home today, don’t forget to hug your paw boss. Remember… always pay attention to your dog’s feelings. If they’re not comfortable, give them space.This National Hug Your Hound Day—falling on Sunday, 14 September 2025—take five minutes to open your heart and share this healing energy with your furry friend.And if you’re looking for a home or condominium with a true pet-friendly environment—complete with facilities and open spaces where you and your dog can run and play together—Whizdom The Forestias Petopia is where every day feels special.Story by Saritorn Amornjaruchit, Assistant Vice President of RISCReferences:Gee NR, Rodriguez KE, Fine AH, Trammell JP. Dogs Supporting Human Health and Well-Being: A Biopsychosocial Approach. Front Vet Sci. 2021 Mar 30;8:630465. doi: 10.3389/fvets.2021.630465. PMID: 33860004; PMCID: PMC8042315.​Gee NR, Townsend L, Friedmann E, Barker S, Mueller M. A Pilot Randomized Controlled Trial to Examine the Impact of a Therapy Dog Intervention on Depression, Mood, and Anxiety in Hospitalized Older Adults. Healthcare (Basel). 2025 Jul 25;13(15):1819. doi: 10.3390/healthcare13151819. PMID: 40805852; PMCID: PMC12346317.​Grewen K. M., Girdler S. S., Amico J. & Light K. C. Effects of partner support on resting oxytocin, cortisol, norepinephrine, and blood pressure before and after warm partner contact. Psychosom. Med. 67, 531-538 (2005).​Handlin, L. et al. (2011) ‘Short-Term Interaction between Dogs and Their Owners: Effects on Oxytocin, Cortisol, Insulin and Heart RateAn Exploratory Study’, Anthrozoös, 24(3), pp. 301–315. doi: 10.2752/175303711X13045914865385. ​Holt-Lunstad J., Birmingham W. A. & Light K. C. Influence of a “warm touch” support enhancement intervention among married couples on ambulatory blood pressure, oxytocin, alpha amylase, and cortisol. Psychosom. Med. 70, 976-985 (2008).​Light K. C., Grewen K. M. & Amico J. A.More frequent partner hugs and higher oxytocin levels are linked to lower blood pressure and heart rate in premenopausal women. Biol. Psychol. 69, 5-21 (2005).​Marti R, Petignat M, Marcar VL, Hattendorf J, Wolf M, Hund-Georgiadis M, et al. Effects of contact with a dog on prefrontal brain activity: A controlled trial. PLoS ONE 17(10): e0274833 (2022).

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Green spaces and nature are “silent companions” that gently embrace our hearts

By RISC | 2 months ago

Did you know that more than 720,000 people die by suicide every year—that’s one person every 40 seconds? Each loss leaves behind deep emotional scars for families, friends, and society as a whole.In Thailand, the situation is equally concerning, with over 4,500–5,000 deaths by suicide annually, or more than 12 lives lost each day. These numbers highlight the urgent need for collective action to prevent such tragic and avoidable losses.While suicide is a complex issue, prevention can begin with everday actions, such as:📌 Nurturing warm and supportive family relationships📌 Listening with openness and empathy, without judgment📌 Encouraging access to mental health services free from stigma📌 Creating safe environments where people feel comfortable sharing their feelings These small efforts form an “emotional shield,” helping vulnerable individuals feel less alone.Beyond these emotional protections, our surroundings—especially green spaces and nature—also play a vital role in safeguarding mental health and reducing suicide risk.Green spaces do more than beautify cities; they improve health and quality of life by contributing to:📌 Environmental benefits, such as carbon capture and water purification📌 Physical health, by reducing air pollution and cooling urban heat📌 Mental health, by lowering stress and fostering calmnessOne large-scale study in Wales which analyzed data from over 2 million people over 10 years found that individuals living in greenery or water faced a lower risk of anxiety and depression.Promoting the creation and use of green spaces—and ensuring they are well-developed, maintained, and accessible—is especially important in high-stress areas, such as dense urban neighborhoods, noisy work environments, or communities lacking recreational areas. This ensure equal access to mental health benefits that nature provides.Green spaces and nature truly are “silent companions,” quietly supporting our well-being – whether through a nearby park, a shaded walking path, or natural areas integrated into schools, workplaces, and homes. Projects like The Forestias, which incorporates extensive  forest areas for long-term sustainability, embody this vision: creating restorative environments that clam the mind, reduce stress, and renew the spirit to help us move forward.Story by Sittha Preedapirat, Senior Researcher, Brain Computer Interface, Happiness Science Hub, RISCReference byGeary, R. S., Thompson, D., Mizen, A., Akbari, A., Garrett, J. K., Rowney, F. M., … Rodgers, S. E. (2023). Ambient greenness, access to local green spaces, and subsequent mental health: A 10-year longitudinal dynamic panel study of 2·3 million adults in Wales. Lancet Planetary Health, 7(10), e809–e818. https://doi.org/10.1016/S2542-5196(23)00212-7​Twohig-Bennett, C., & Jones, A. (2018). The health benefits of the great outdoors: A systematic review and meta-analysis of greenspace exposure and health outcomes. Environmental Research, 166, 628–637. https://doi.org/10.1016/j.envres.2018.06.030​Triguero-Mas, M., Dadvand, P., Cirach, M., Martínez, D., Medina, A., Mompart, A., Basagaña, X., Gražulevičienė, R., & Nieuwenhuijsen, M. J. (2015). Natural outdoor environments and mental and physical health: Relationships and mechanisms. Environment International, 77, 35–41. https://doi.org/10.1016/j.envint.2015.01.012​World Health Organization. (2025). World Suicide Prevention Day 2025. https://www.who.int/campaigns/world-suicide-prevention-day/2025​World Health Organization. Regional Office for Europe. (2023). Assessing the value of urban green and blue spaces for health and well-being. https://iris.who.int/handle/10665/367630​กรมสุขภาพจิต. (n.d.). รายงานสถานการณ์การฆ่าตัวตายในประเทศไทย ปีงบประมาณ 2566. https://suicide.dmh.go.th/news/view.asp?id=92​

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“Neuroinclusive Design” — Designing for Diverse Perceptions

By RISC | 2 months ago

Differences among people go far beyond gender, status, or education. Did you know that we also experience the world in profoundly different ways—how we perceive, feel, and interact with our surroundings?This is where “Neuroinclusive Design”—design that embraces neurological diversity—emerges as a groundbreaking concept for the future of architecture. Whether you find comfort in silence or music, or feel uneasy under lighting that is too bright or too dim, design that consider the variety of perceptions, sensitivities, and neurological responses can transform a simple building into a truly safe space.The goal of Neuroinclusive Design is to create environments that understand the diverse needs of individuals—children sensitive to sound, older adults facing memory challenges, or anyone whose brain simply responds uniquely to their environment. At its heart, this principle emphasizes flexibility, safety, non-judgment of differences, and adaptability to individual needs. It draws upon a wide spectrum of design elements—light levels and colors, materials, temperature, acoustics, greenery, textures, forms, partitions, and glass—each carefully considered through an understanding of how the nervous system perceives and processes space.Although the idea may sound new or even theoretical, in practice it can be applied to everyday buildings in simple yet transformative ways. For instance, using soothing colors—earth tones or soft pastels—can promote calmness and reduce stress. Flexible lighting systems, such as dimmable lamps or adjustable blinds, allow individuals to adapt their surroundings to their personal comfort.Another powerful yet straightforward application is the inclusion of a “quiet corner”—a private retreat for reading or reflection, shielded from noise and distraction. Acoustic materials can soften disturbances in multi-purpose areas, while the presence of greenery enhances tranquility. These features not only support children with ADHD but also provide respite for adults seeking a break from external stressors. Natural textures such as cotton fabrics or wood finishes, which avoid harsh reflections, further reinforce feelings of stability and comfort.In workplaces, Neuroinclusive Design has the potential to elevate both productivity and wellbeing. Lower ceilings paired with focused task lighting encourage concentration, while warm tones can ease stress and brighter colors stimulate creativity. Rough textures or intricate wall patterns may even encourage curiosity, sparking dialogue and collaboration among colleagues.Ultimately, Neuroinclusive Design is not just about understanding users – it’s a long-term investment in boosting performance, reducing stress, and cultivating an inclusive organizational culture. Because a truly great space is one where everyone can be themselves, thrive, and do their best work – no matter how they perceive the world.Story by Nattapat Tanjariyaporn, Senior Researcher in Brain Computer Interface, RISC​

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Flowers Affect You More Than You Thought.

By RISC | 6 months ago

Flowers might seem minor details of nature, blooming only briefly before they fade. But flowers have a huge impact on us—and especially our minds. The colors of flowers aren’t just attractive. They can also influence our psychological state. Each color can stimulate our emotions, feelings, and even behaviors through the brain’s perceptual and neural mechanisms. Research in color psychology shows that colors direct affect our emotions. Our brains automatically process and respond to colors. Studies have found that warm colors such as red, orange, and yellow tend to evoke feelings of enthusiasm, brightness, and energy. These colors can draw attention and stimulate emotions like passion, confidence, and joy. That’s why red roses have long been used as a symbol of love. Cool colors like blue, green, purple, and white, on the other hand, are associated with calm, relaxation, and healing. These colors are frequently used in environments designed to reduce stress and boost feelings of safety and friendliness. Thoughtful green space—with carefully selected colorful plants and flowers—can serve as a powerful tool for restoring mental and physical well-being. Whether in gardens, playgrounds, or public spaces, flowers can promote positive behaviors, create emotional safety, and foster human connection. Flowers can transform the feel of a space and influence our actions—especially in today’s urban society, where life is fast-paced and full of pressure. A small natural area filled with a variety of colorful plants can help uplift the moods of passersby, even if just for a moment. Story by Kotchakorn Rattanama, Biodiversity Researcher, RISC References byLi, H., Zhang, X., Zhao, M., & Guo, S. (2023). Psychological and physiological responses to flower colors: Evidence from human experiments. Urban Forestry & Urban Greening, 80, 127871.

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Eye-Tracking Technology for Safer Cities

By RISC | 6 months ago

Eye tracking, which we looked at for neuromarketing (see https://bit.ly/40LGLjL), is popular in behavioral research, advertising, and digital media. It helps identify areas of interest or the most-viewed elements. This enables deeper insights than traditional surveys by understanding people’s automatic perception behaviors. The results are accurate and make it easier to further develop products.This technology is now being adopted across various fields—including city design.City design refers to planning and designing urban areas to balance space usage, infrastructure, environment, economy, and quality of life. The goal is to create cities that meet human needs, are livable, efficient, and sustainable. Urban design typically involves architects working in collaboration with engineers and government authorities.When traditional architectural approaches to city design are integrated with unexpected, cutting-edge technologies like eye-tracking systems, the results can be surprising. Let’s explore what that looks like.City design has started using this technology as a tool to improve wayfinding signage by analyzing visual attention. This helps enhance signage design—its colors, typefaces, and focal points of interest.A compelling example comes from a collaboration between the Institute for Transportation Development Policy (ITDP) and Chelsea in Suffolk City in Boston in the USA. The project aimed to draw more attention to bus stops. The city added brightly colored floral patterns to the area around the bus stops and seating. Eye-tracking technology was then used to monitor where people looked. The visual output below, with green-yellow-red highlights, indicates areas of the image that were viewed less to more frequently. As we can see, adding color and floral patterns around the bus stop successfully attracted more visual attention, helping people recognize and approach the stop more effectively.This is just one example of how behavioral science technology can be applied in conjunction with urban design. It shows how technology can be effectively leveraged in real-world applications. Curious about the next article? Stay tuned to this page!Story by Nattapat Tanjariyaporn, Senior Researcher in Brain Computer Interface, RISC​Reference byBiometrics + Bus Stops: What Eye Tracking + Facial Expression Analysis Reveal | The Genetics of Design

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Nature, Child Development, and Family Relationships

By RISC | 8 months ago

Given the chance, would you prefer to live in nature? Would you like to be near the sea, mountains, waterfalls, trees, or streams each day, rather than waiting for weekends or holidays to reconnect with nature?Being close to green spaces boosts our physical and mental health. It helps us relax, reduces our stress and anxiety, alleviates depression, and even promotes longevity. Studies show that living in green settings can lower the risk of respiratory diseases and cancer, reduce the risk of heart disease and diabetes, strengthen bones through sunlight exposure, and boost the immune system by increasing our contact with natural microorganisms.Lots of studies from around the world support these findings. Living in an area with 20% green space can significantly reduce stress and depression, according to research published by Oxford University Press. If the green space exceeds 30%, anxiety levels also drop. It’s no wonder we feel drawn to greenery and want to live closer to nature.Simply seeing green surroundings helps us relax. But imagine how much our lives improve if all the family enjoys nature every day, whether it’s going for a walk, exercising, or simply sitting together and sharing stories… All these simple moments help build family bonds.Two great ways to boost physical and mental well-being, while bringing your family closer, are gardening and relaxing outdoors.Gardening improves motor skills when we dig, loosen soil, pull up weeds, pick up leaves, or water plants. But it also relieves stress. Just 30 minutes of gardening can reduce cortisol, the stress hormone, bringing the body back to a normal, relaxed state, according to research.Relaxing outdoors boosts physical, linguistic, cognitive, creative, and social development. Different types of play influence various aspects of growth:- Active Play – Running, climbing, and jumping strengthen muscles strength and boost skills and balance.- Sensory Play – We can engage different senses by studying plants, listening to water and bird songs, or capturing nature’s beauty through photography or painting.- Social Play – Activities like group discussions and team games improve social skills and teamwork.- Passive Play – Taking a stroll, relaxing on a hammock, or engaging in restful activities helps us unwind and build social bonds through conversation.Living by green spaces that encourage outdoor activities enhances life. It supports childhood development, benefits all age groups, slows aging, and reduces the risk of chronic diseases. We also suffer less stress and anxiety,  leading to a healthier, happier family.When all the family enjoys good physical and mental well-being, we gain stronger relationships, deeper understanding, and greater family harmony.Story by Saritorn Amornjaruchit, Assistant Vice President of RISCReferences:Beyer, K. M., et al., Exposure to Neighborhood Green Space and Mental Health: Evidence from the Survey of the Health of Wisconsin, 2014.​Cox, D. T. C., et al., Doses of Neighborhood Nature: The Benefits for Mental Health of Living with Nature. Bioscience, 2017.​Elizabeth Pegg Frates, Time spent in green places linked with longer life in women, 2017.​James P, Hart JE, Banay RF, Laden F, Exposure to Greenness and Mortality in a Nationwide Prospective Cohort Study of Women, 2016.​Maureen Bennie, How Does Your Garden Grow? Mental Health, Wellness & Skills Development Through Gardening, 2020.​Rook, G.A.W. Regulation of the immune system by biodiversity from the natural environment: an ecosystem service essential to health, 2013.​Soga, M., et al., Health benefits of urban allotment gardening: improved physical and psychological well-being and social integration. International Journal of Environmental Research and Public Health, 2017.​Van Den Berg, A. E., & Custers, M. H., Gardening promotes neuroendocrine and affective restoration from stress. Journal of Health Psychology, 2011.​

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Quality time with family promotes quality of life

By RISC | 10 months ago

Did New Year let you spend quality time with your loved ones? However brief, such moments bring joy we look forward to all year.We often value quality over quantity in how we spend our time. Quality time has lots more impact than everyday time. But if we can spend more hours with one another, we boost the chances of meaningful family moments.A warm family with healthy relationships can strike a balance between too much and too little time together. Family activities you can do daily include sharing meals, cooking together, chatting about your day, going for walks, and exercising together. You can even do the chores as a team. These activities not only strengthen bonds but also teach children how to balance their lives from how their parents model effective time management.Time with parents is crucial for adolescent well-being, improving social skills such as communicating clearly, building friendships, and managing emotions. One-on-one time with parents also helps boost self-esteem.Close relationships between grandparents and grandchildren can deepen family ties. Caring for grandchildren can reduce the risk of loneliness for elderly family members, giving them a sense of being trusted and valued. It also significantly alleviates depression in both generations, as supported by a study from Boston College involving 374 grandparents and 356 adult grandchildren over 19 years (1985–2004).Modern urban lifestyles and work responsibilities can often prevent us from living as extended families. Chances to meet and spend time together mightn’t come as often as we’d like. Festivals and special occasions become unique opportunities to express love and give support. These moments serve as "family therapy", recharging and uplifting us for the challenges ahead.Families lucky enough to regularly spend time together can benefit even more from homes with spaces for quality moments. Such spaces should support shared activities and foster interaction without compromising privacy. Even more ideal are family spaces close to nature, such as home gardens, community parks, or public green spaces. These areas help reduce stress, boost energy, and encourage physical activity among both children and the elderly. They also spark creativity and imagination in children as they play and learn in natural surroundings.Although New Year is over, there are countless opportunities throughout the year to spend time together. Let’s start by making the upcoming Children’s Day a meaningful time for our families.Story by Saritorn Amornjaruchit, Assistant Vice President of RISCReferences:Ami Albernaz, The Boston Globe (December 14, 2015).Danielle Cohen, Child Mind Institute (November 13, 2024).Susan McHale, Penn State Social Science Research Institute (August 21, 2012).Suzanne Pish, Michigan State University Extension (June 15, 2013).

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Neuromarketing and Facial Emotion Detection

By RISC | 11 months ago

We looked at neuromarketing in our last post (read it here: https://bit.ly/40LGLjL). Beyond methods like eye tracking and galvanic skin response (GSR), there are other fascinating technologies such as facial emotion detection.Facial emotion detection is another effective method for understanding customer emotions on a deeper level—emotions that may not be expressed through words or surveys. Key techniques for detecting emotions from facial expressions include:Analyzing Facial Action Units (AUs)The Facial Action Coding System (FACS) categorizes facial movements into "Action Units", which correspond to specific muscle movements, such as raising the eyebrows (AU1) or squinting (AU7). These movements help interpret emotions with greater precision. Frowning may indicate confusion, for example, while smiling and cheek-raising suggest happiness.Using Artificial Intelligence (AI)Advancements in AI, particularly Convolutional Neural Networks (CNNs), have enhanced the accuracy of emotion detection. CNNs are trained on diverse datasets of facial expressions, capturing complex and nuanced emotions. This technology can recognize emotions even under varying lighting conditions and across different cultural contexts.Applications of Facial Emotion Detection in Neuromarketing. Here are some primary ways this technology is applied in neuromarketing:- Evaluating Event Emotions: Facial emotion detection is a valuable tool for monitoring audience emotions during events, providing real-time insights into satisfaction and engagement levels. This data is especially useful for large-scale events where individual surveys are impractical.- Ad Response and Optimization: During ad testing, businesses can use facial emotion detection to analyze emotional responses to new campaigns. Positive emotions like joy and surprise—or lack of interest—can inform adjustments to improve engagement and reduce negative reactions.- Designing Attractive Products: When launching new packaging or features, emotion detection helps gauge initial emotional responses. Adjustments to design, color, or messaging can be made to align with target customer preferences, enhancing product appeal.- Measuring Interest and Optimizing Retail Layouts: Understanding customers’ facial expressions in stores can create a more positive shopping experience. Emotion data can reveal areas of interest or confusion, enabling better layout adjustments.Challenges and Ethical Considerations: While emotion detection is powerful, it has privacy limitations. Using sensitive personal data requires explicit user consent and transparency to build trust. Additionally, cultural differences in emotional expressions and technical factors like lighting, camera quality, and facial obstructions can affect accuracy.Transforming Neuromarketing: In a world where emotions drive most decisions, facial emotion detection is revolutionizing neuromarketing. It helps businesses understand consumer feelings and refine marketing strategies to resonate with diverse audience segments more effectively.Want to know more about neuromarketing? Get in touch now with RISC:Facebook: https://www.facebook.com/riscwellbeing  ​LINE Official: risc_center-------------------------------------------------------Story by Sittha Preedapirat, Senior Researcher, Brain Computer Interface, Happiness Science Hub, RISC

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