An electroencephalographic Peak Density Function to detect memorization during the observation of TV commercials

G. Vecchiato, G. Di Flumeri, A. G. Maglione, P. Cherubino, W. Kong, A. Trettel, F. Babiloni

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Nowadays, there is a growing interest in measuring the impact of advertisements through the estimation of cerebral reactions. Several techniques and methods are used and discussed in the consumer neuroscience. In such a context, the present paper provides a novel method to estimate the level of memorization occurred in subjects during the observation of TV commercials. In particular, the present work introduce the Peak Density Function (PDF) as an electroencephalographic (EEG) time-varying variable which is correlated with the cerebral events of memorization of TV commercials. The analysis has been performed on the EEG activity recorded on twenty healthy subjects during the exposition to several advertisements. After the EEG recordings, an interview has been performed to obtain the information about the memorized scenes for all the video clips watched by the subjects. Such information has been put in correlation with the occurrence of transient peaks of EEG synchronization in the theta band, by computing the PDF. The present results show that the increase of PDF is positively correlated, scene by scene, (R=0.46, p

Original languageEnglish
Title of host publication2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages6969-6972
Number of pages4
ISBN (Print)9781424479290
DOIs
Publication statusPublished - Nov 2 2014
Event2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014 - Chicago, United States
Duration: Aug 26 2014Aug 30 2014

Other

Other2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014
CountryUnited States
CityChicago
Period8/26/148/30/14

ASJC Scopus subject areas

  • Health Informatics
  • Computer Science Applications
  • Biomedical Engineering

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    Vecchiato, G., Di Flumeri, G., Maglione, A. G., Cherubino, P., Kong, W., Trettel, A., & Babiloni, F. (2014). An electroencephalographic Peak Density Function to detect memorization during the observation of TV commercials. In 2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014 (pp. 6969-6972). [6945231] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/EMBC.2014.6945231