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stat.ME2026
Pseudo-Incrementality Testing: Measuring Advertising Lift from Naturally Occurring Interventions
Georgios Filippou, Boi Mai Quach, Ashish Kumar Jha
We develop a method for measuring the incremental effect of advertising when randomized exper- iments are unavailable. Firms generate abrupt interventions in their own marketing as…
cs.CL2026
Decoding EEG Signals to Explore Next-Word Predictability in the Human Brain
Boi Mai Quach, Binh T. Nguyen, Cathal Gurrin +1
Humans invented reading and have passed down this complex skill across generations through language. This study provides empirical evidence of the neural mechanisms underlying bott…
cs.CL2026
Encoding EEG Signals to Examine Human-Like Next-Word Prediction Behaviour in Language Models
Boi Mai Quach, Binh T. Nguyen, Cathal Gurrin +1
Language models (LMs) are trained to excel at predicting the next word in the sequence given prior context, and humans also share this predictability in reading comprehension. Neur…