The company claim that they stand up when you concentrate and lay flat when you relax.
However, as the ears almost certainly pick up on different EEG frequencies which aren’t directly tied to mental states it probably means that they move around largely of their own free will while you have a vague sense of controlling them.
But never mind, they’re an important fashion advance and that’s all that matters.
The cat ear product, called “necomimi” is a novelty hair band that is worn in the normal way but features sensors that pick up on brain signals and convert them into visible actions — in this case by wiggling the cat ears.
The ears twitch through a range of different positions, which correspond to different brain activity. So when you concentrate, the ears point upwards and when you relax the ears flop down and forwards. The result is a kick-ass pair of ears that will make everyone at the furry convention / fancy dress party jealous.
The video is priceless by the way.