Present Brain-Computer Interfacing (BCI) technology allows inference and detection of cognitive and affective states, but fairly little has been done to study scenarios in which such information can facilitate new applications that rely on modeling human cognition. One state that can be quantified from various physiological signals is attention. Estimates of human attention can be used to reveal preferences and novel dimensions of user experience. Previous approaches have tackled these incredibly challenging tasks using a variety of behavioral signals, from dwell-time to click-through data, and computational models of visual correspondence to these behavioral signals. However, behavioral signals are only rough estimations of the real underlying attention and affective preferences of the users. Indeed, users may attend to some content simply because it is salient, but not because it is really interesting, or simply because it is outrageous. With this paper, we put forward a research agenda and example work using BCI to infer users' preferences, their attentional correlates towards visual content, and their associations with affective experience. Subsequently, we link these to relevant applications, such as information retrieval, personalized steering of generative models, and crowdsourcing population estimates of affective experiences.

Designing adaptive games for individual emotional experiences is a tricky task, especially when detecting a player’s emotional state in real time requires physiological sensing hardware and signal processing software. There is currently a lack of software that can identify and learn how emotional states in games are triggered. To address this problem, we developed a system capable of understanding the fundamental relations between emotional responses and their eliciting events. We propose time-evolving Affective Reaction Models (ARM), which learn new affective reactions and manage conflicting ones. These models are then meant to provide information on how a set of predetermined game parameters (e.g., enemy and item spawning, music and lighting effects) should be adapted, to modulate the player’s emotional state. In this paper, we propose and describe a framework for modulating player emotions and the main components involved in regulating players’ affective experience. We expect our technique will allow game designers to focus on defining high-level rules for generating gameplay experiences instead of having to create and test different content for each player type.