Business technology has brought conventional marketing methods to the next level. These emerging integrated technologies has contributed to the growth and understanding of the consumer decision making process. Several studies have attempted to evaluate media content, especially on video advertising or TV commercials using various neuroimaging techniques such as the electroencephalography (EEG) device. Currently, the use of neuroscience in Malaysia's marketing research is very limited due to its limited adoption as an emerging technology in this field. This research uncovers the neuroscientific approach, particularly through the use of an EEG device; examining consumers' responses in terms of brain wave signals and cognition. A proposed theoretical framework on the factors affecting visual stimulus (movement, color, shape, and light) during the decision-making process by watching video advertising had been customized using two conceptual models of sensory stimulation. Ten respondents participated in the experiment to investigate the spectral changes of alpha brain wave signals detected in the occipital lobe. A 2-channel Arduinobased EEG device from Backyard Brains and Spike Recorder software was used to analyze the EEG signal through Fast Fourier Transform (FFT) method. Results obtained from the investigated population showed that there was statistically significant brain wave activity during the observation of the video advertising which demonstrated the interconnection with short-term memory through visual stimulus. Application of the neuroscience tool helped to explore consumer brain responses towards marketing stimuli with regards to the consumers' decision-making processes. This study manifests a useful tool for neuromarketing and concludes with a discussion, together with recommendations on the way forward. � 2020, Science and Information Organization.

Mobile applications are increasingly being utilized as useful teaching and learning tools among educators and students. This paper discusses the student’s perception of PutraFizik mobile application (Beta version) developed specifically for the first-year undergraduate students enrolled in the course ESC 3013: Environmental Physics. This web-based mobile app was written in IONIC framework and edited in GitHub Atom. The app contains mathematical problems, multiple choice questions and crossword puzzles to encourage students to learn and understand concepts in Physics. A survey was distributed among 64 students to assess their perception of the mobile app of which 37 students responded. Descriptive analysis reveals that the overall students’ satisfactions are in the range of 4.11-4.43 (S.D. = 0.67 – 0.83) for all four factors, namely fun, ease of understanding, motivation and usefulness, This indicates that students are satisfied with the app as a complementary teaching and learning tool for Physics education.