The study of memorization index based on W-GFP during the observation of TV commercials

Wanzeng Kong, Xinxin Zhao, Sanqing Hu, Jianhai Zhang, Guojun Dai, Giovanni Vecchiato, Fabio Babiloni

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

Abstract

In this paper, we investigated the memorization variation during the observation of TV commercials by tracking the cortical activity. According to the priori knowledge, in the human scalp EEG, the theta band responds selectively to the encoding of new information into episodic memory. There will be a significantly larger increase in theta power during the memory encoding. Then we proposed a novel method to calculate the memorization index during the observation, which is an important index to evaluate the effectiveness of the TV commercial. We used the Power Spectral Density (PSD) to calculate the power in frequency domain and assign each electrode with different weight. And in time domain, the weighted Global Field Power (w-GFP) was used to be the memorization index. So this method has high time resolution and frequency resolution. The results of w-GFP suggest that this kind of technology is able to track variation of the cerebral activity related to cognitive tasks such as reflecting memorization level during observation TV commercials. This method also suggests the possibility to identify frame segments of particular attractive for marketers which is important to improve the effectiveness of TV commercial.

Original languageEnglish
Title of host publication2012 International Conference on Systems and Informatics, ICSAI 2012
Pages2198-2202
Number of pages5
DOIs
Publication statusPublished - 2012
Event2012 International Conference on Systems and Informatics, ICSAI 2012 - Yantai, China
Duration: May 19 2012May 20 2012

Other

Other2012 International Conference on Systems and Informatics, ICSAI 2012
CountryChina
CityYantai
Period5/19/125/20/12

Keywords

  • brain activity
  • memorization
  • TV commercials
  • weighted-GFP

ASJC Scopus subject areas

  • Information Systems

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  • Cite this

    Kong, W., Zhao, X., Hu, S., Zhang, J., Dai, G., Vecchiato, G., & Babiloni, F. (2012). The study of memorization index based on W-GFP during the observation of TV commercials. In 2012 International Conference on Systems and Informatics, ICSAI 2012 (pp. 2198-2202). [6223487] https://doi.org/10.1109/ICSAI.2012.6223487