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At a time of year devoted to the expression of emotion, love and passion, #infiniti measured real-time neural reactions of 100 drivers as they drove the #q50 Red Sport 400. The test measured drivers' emotional response while at the wheel of the most powerful version of INFINITI's best-selling sports sedan.
INFINITI collaborated with EMOTIV – a bioinformatics company specializing in electroencephalogram (EEG) technology – to monitor brain activity during the test drives. Data from participants was then evaluated against the Hebbian-Yerkes-Dodson behavioral performance model. The scientifically-validated Hebbian-Yerkes-Dodson model suggests that greater mental arousal and engagement is required to realize the best possible performance in an activity, such as driving.
The data found that a drive in the #q50 Red Sport 400 elicited greater levels of mental excitement, focus and engagement when compared to a generic, simulated driving experience. EMOTIV's independent interpretation of brainwave activity, captured by the EEG, mirrored the shape of the Hebbian-Yerkes-Dodson curve – drivers experienced optimal peak levels of emotional engagement with the act of driving the sports sedan, which produces a thrilling 400 hp from its 3.0-liter twin-turbo V6 engine.
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