Neural basis for the brain responses to the marketing messages: An high resolution EEG study

Fabio Babiloni, Febo Cincotti, Donatella Mattia, Marco Mattiocco, Simona Bufalari, Fabrizio De Vico Fallani, Andrea Tocci, Luigi Bianchi, Maria Grazia Marciani, Vittorio Meroni, Laura Astolfi

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

Abstract

We investigated the behaviour of the brain during the visualization of commercial videos by tracking the cortical activity and the functional connectivity changes in normal subjects. High resolution EEG recordings were performed in a group of healthy subjects, and the cortical activity during the visualization of standard commercial spots and emotional spots (no profit companies) was estimated by using the solution of the linear inverse problem with the use of realistic head models. The cortical activity was evaluated in several regions of interest (ROIs) coincident with the Brodmann areas. The pattern of cortical connectivity was obtained by using the Partial Directed Coherence (PDC) and investigated in the time and frequency domains, in the principal four frequency bands, namely the theta (4-7 Hz), the alpha (8-12 Hz), the beta (13-30 Hz) and the gamma (above 30 Hz). Results suggest a timevarying engagement of the orbitofrontal circuits that is thought to be involved in the reward value of the stimuli.

Original languageEnglish
Title of host publicationAnnual International Conference of the IEEE Engineering in Medicine and Biology - Proceedings
Pages3676-3679
Number of pages4
DOIs
Publication statusPublished - 2006
Event28th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBS'06 - New York, NY, United States
Duration: Aug 30 2006Sep 3 2006

Other

Other28th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBS'06
CountryUnited States
CityNew York, NY
Period8/30/069/3/06

Keywords

  • Commercials TV spots
  • High resolution EEG recordings
  • Partial directed coherence

ASJC Scopus subject areas

  • Bioengineering

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