Reference
Brain Science & Video Analytics Glossary
Plain-English definitions of the neuroscience and video analytics concepts behind VidCognition — from fMRI and TRIBE v2 to hook scores, engagement curves, and more.
Amygdala
The brain region responsible for emotional processing, particularly fear, excitement, and salience detection.
Read more →Attention Heatmap
A visualization showing which parts of an image or video frame attract viewer attention.
Read more →Brain Engagement Score
A composite score predicting the intensity of neural activation across key brain regions during video viewing.
Read more →Cognitive Accessibility
How quickly and easily a viewer can process a video's opening without mental effort.
Read more →Curiosity Gap
The psychological tension created when a viewer knows enough to be interested but not enough to feel satisfied — compelling them to keep watching.
Read more →Dopamine
A neurotransmitter involved in reward prediction and motivation — activated by curiosity, surprise, and anticipation.
Read more →Emotional Salience
The degree to which a stimulus triggers an emotional response strong enough to capture attention.
Read more →Engagement Curve
A visualization of how viewer retention changes second by second throughout a video.
Read more →Engagement Drop-Off
The specific point in a video where a significant percentage of viewers stop watching.
Read more →fMRI (Functional Magnetic Resonance Imaging)
A brain imaging technique that measures neural activity by detecting blood flow changes in different brain regions.
Read more →Hook Miss
A drop-off pattern where a video loses more than 40% of viewers before the 3-second mark.
Read more →Hook Score
A 0–100 rating of how effectively the first 3 seconds of a video captures viewer attention.
Read more →Neural Encoding
The process by which the brain converts sensory input into neural activity patterns.
Read more →Neuromarketing
The application of neuroscience methods to understand and predict consumer behavior.
Read more →Prefrontal Cortex
The brain region responsible for decision-making, planning, and logical reasoning — active during complex cognitive processing.
Read more →Retention Rate
The percentage of viewers still watching a video at a given point in time.
Read more →Salience Map
A visual representation of which areas of an image will draw the most attention based on bottom-up visual processing.
Read more →TRIBE v2 (Temporal Response In Brain Encoding)
Meta AI's model that predicts fMRI cortical responses to video stimuli, used as the engine behind VidCognition.
Read more →Visual Cortex
The brain regions (V1–V5) that process visual information from the eyes.
Read more →Watch Time
The total minutes a video has been watched — a key distribution signal on YouTube and TikTok.
Read more →