Neuroelectric methodologies for the study of the economic decisions in humans

Giovanni Vecchiato, Fabio Babiloni

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

Abstract

In recent years the engagement of the customer with the brand or the company advertised has become the dominant issue in the agenda of marketers and advertisers. The aim of this paper is to elucidate if the remembering of TV commercials elicits particular brain activity and connectivity. Results suggest that the cortical activity and connectivity during the vision of the TV commercials that will be remembered by the analyzed healthy subjects is markedly different from the brain activity elicited during the observation of the TV commercials that will be forgotten. In particular, during the observation of the TV commercials that will be successively remembered the amount of cortical spectral activity from the frontal areas (BA 8 and 9) and from the parietal areas (BA 5, 7 and 40) is higher on when compared with the activity elicited by the observation of TV commercials that will be forgotten. The techniques presented here are also relevant in neuroeconomics and neuromarketing in order to investigate the neural substrates sub-serving other decision-making and recognition tasks.

Original languageEnglish
Title of host publicationLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Pages265-282
Number of pages18
Volume6456 LNCS
DOIs
Publication statusPublished - 2011
Event3rd COST 2102 International Training School on Toward Autonomous, Adaptive, and Context-Aware Multimodal Interfaces: Theoretical and Practical Issues - Caserta, Italy
Duration: Mar 15 2010Mar 19 2010

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume6456 LNCS
ISSN (Print)03029743
ISSN (Electronic)16113349

Other

Other3rd COST 2102 International Training School on Toward Autonomous, Adaptive, and Context-Aware Multimodal Interfaces: Theoretical and Practical Issues
Country/TerritoryItaly
CityCaserta
Period3/15/103/19/10

Keywords

  • EEG
  • functional connectivity
  • Neuroeconomy
  • neuromarketing

ASJC Scopus subject areas

  • Computer Science(all)
  • Theoretical Computer Science

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