TY - GEN
T1 - Neuroelectric methodologies for the study of the economic decisions in humans
AU - Vecchiato, Giovanni
AU - Babiloni, Fabio
PY - 2011
Y1 - 2011
N2 - 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.
AB - 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.
KW - EEG
KW - functional connectivity
KW - Neuroeconomy
KW - neuromarketing
UR - http://www.scopus.com/inward/record.url?scp=79952036043&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=79952036043&partnerID=8YFLogxK
U2 - 10.1007/978-3-642-18184-9_22
DO - 10.1007/978-3-642-18184-9_22
M3 - Conference contribution
AN - SCOPUS:79952036043
SN - 9783642181832
VL - 6456 LNCS
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 265
EP - 282
BT - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
T2 - 3rd COST 2102 International Training School on Toward Autonomous, Adaptive, and Context-Aware Multimodal Interfaces: Theoretical and Practical Issues
Y2 - 15 March 2010 through 19 March 2010
ER -