TY - GEN
T1 - Neurophysiological measurements of memorization and pleasantness in neuromarketing experiments
AU - Vecchiato, Giovanni
AU - Babiloni, Fabio
PY - 2011
Y1 - 2011
N2 - 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.
AB - 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.
KW - EEG
KW - EEG frontal asymmetry
KW - high resolution EEG
KW - Neuromarketing
KW - TV commercials
UR - http://www.scopus.com/inward/record.url?scp=82955189863&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=82955189863&partnerID=8YFLogxK
U2 - 10.1007/978-3-642-25775-9_28
DO - 10.1007/978-3-642-25775-9_28
M3 - Conference contribution
AN - SCOPUS:82955189863
SN - 9783642257742
VL - 6800 LNCS
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 294
EP - 308
BT - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
T2 - PINK SSPnet-COST 2102 International Conference on Analysis of Verbal and Nonverbal Communication and Enactment: The Processing Issues
Y2 - 7 September 2010 through 10 September 2010
ER -