Electronic evaluation for video commercials by impression index

Wanzeng Kong, Xinxin Zhao, Sanqing Hu, Giovanni Vecchiato, Fabio Babiloni

Research output: Contribution to journalArticle

Abstract

How to evaluate the effect of commercials is significantly important in neuromarketing. In this paper, we proposed an electronic way to evaluate the influence of video commercials on consumers by impression index. The impression index combines both the memorization and attention index during consumers observing video commercials by tracking the EEG activity. It extracts features from scalp EEG to evaluate the effectiveness of video commercials in terms of time-frequency-space domain. And, the general global field power was used as an impression index for evaluation of video commercial scenes as time series. Results of experiment demonstrate that the proposed approach is able to track variations of the cerebral activity related to cognitive task such as observing video commercials, and help to judge whether the scene in video commercials is impressive or not by EEG signals.

Original languageEnglish
Pages (from-to)531-535
Number of pages5
JournalCognitive Neurodynamics
Volume7
Issue number6
DOIs
Publication statusPublished - Dec 2013

Keywords

  • EEG signal
  • General global field power
  • Impression index
  • Neuromarketing
  • Video commercials

ASJC Scopus subject areas

  • Cognitive Neuroscience

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    Kong, W., Zhao, X., Hu, S., Vecchiato, G., & Babiloni, F. (2013). Electronic evaluation for video commercials by impression index. Cognitive Neurodynamics, 7(6), 531-535. https://doi.org/10.1007/s11571-013-9255-z