Neurophysiological measurements of memorization and pleasantness in neuromarketing experiments

Giovanni Vecchiato, Fabio Babiloni

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

Abstract

The aim of this study was to analyze the brain activity occurring during the "naturalistic" observation of commercial ads. In order to measure both the brain activity and the emotional engage we used electroencephalographic (EEG) recordings and the high resolution EEG technique to obtain an estimation of the cortical activity during the experiment. Results showed that TV commercials proposed to the population analyzed have increased the cortical activity mainly in the theta band in the left hemisphere when they will be memorized and judged pleasant. A correlation analysis also revealed that the increase of the EEG Power Spectral Density (PSD) at left frontal sites is negatively correlated with the degree of pleasantness perceived. Conversely, the de-synchronization of left alpha frontal activity is positively correlated with judgments of high pleasantness. Moreover, our data also presented an increase of PSD related to the observation of unpleasant commercials.

Original languageEnglish
Title of host publicationLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Pages294-308
Number of pages15
Volume6800 LNCS
DOIs
Publication statusPublished - 2011
EventPINK SSPnet-COST 2102 International Conference on Analysis of Verbal and Nonverbal Communication and Enactment: The Processing Issues - Budapest, Hungary
Duration: Sep 7 2010Sep 10 2010

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume6800 LNCS
ISSN (Print)03029743
ISSN (Electronic)16113349

Other

OtherPINK SSPnet-COST 2102 International Conference on Analysis of Verbal and Nonverbal Communication and Enactment: The Processing Issues
Country/TerritoryHungary
CityBudapest
Period9/7/109/10/10

Keywords

  • EEG
  • EEG frontal asymmetry
  • high resolution EEG
  • Neuromarketing
  • TV commercials

ASJC Scopus subject areas

  • Computer Science(all)
  • Theoretical Computer Science

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