Hemispherically Lateralized EEG as a Response to Television Commercials

Abstract

EEG was recorde<j from 21 right-handed women as they watched commerciai television. A significant amount of variance in hemispheric dominance shifts of lateraiized EEG was explained as a function oJ the onset of easily identifiable v^ables in the stimulus. There were hemispheric differences in EEG due to the verbal and nonverbal components of the stimulus. Lags between stimulus onset and change in EEG also were observabie. The data were fourxj to be reliable within this study, between this study and a prior one. and between this study and others in the EEG literature that uses less complex stimuli.

Predicting Memory for Components of TV Commercials from EEG

“…The following abbreviated method presents a summary of general procedures outlined in Rothschild et al (1988) and a detailed presentation of additional THE JOURNAL OF CONSUMER RESEARCH methods unique to the present data set. For a more complete statement, the reader is referred to the earlier publication.…”

“…A recent article by Rothschild et al (1988) reported an inability to replicate earlier findings (Rothschild et al 1986) relating EEG (electroencephalograph, brain wave) data to memory data with respect to the viewing of television commercials. The earlier data showed a significant relationship between the aggregate EEG across an entire commercial and overall memory for that commercial.…”

“…Rothschild et al (1988) proposed that EEG data for short periods of a commercial may be more likely to correlate with memory for individual scenes or claims; this article will take this approach in exam-*Michael L. Rothschild is Professor of Business and Yong J. Hyun is Research Associate, both at the School of Business, U niversity of Wisconsin, Madison, WI 53706. The authors thank Esther Thorson, Byron Reeves, Robert Goldstein, Judy Hirsch, Marian Friestad, Brian Deith, and Lisa Qualheim for technical assistance, and Richard Davidson, John Murry, J. Paul Peter, and three JCR reviewers for critical feedback.…”

The verbal and visual components of package design

“…The efficacy of this method has been challenged because of the difficulty in interpreting brain wave analyses, and great variance of EEG response across subjects. Several EEG studies of complex television stimuli (Weinstein et al, 1980;Alwitt, 1985) failed to find evidence of lateralization, however, using a different method Rothschild et al (1988) found hemispheric differences in EEGs which corresponded to the verbal and non-verbal nature of the stimuli.…”

Metaphoric advertisement comprehension: The role of the cerebral hemispheres

“…Cognitive neuroscience research has been useful in understanding how consumers process advertisements by examining how metaphoric language is processed in the right and left hemisphere of the brain (e.g., Faust and Mashal, 2007;Kacinik and Chiarello, 2007). Previous research (e.g., Rothschild et al, 1988;Rothschild and Hyun, 1990;Lee et al, 2007;Hubert and Kenning, 2008;Perrachione and Perrachione, 2008;Senior and Lee, 2008) has demonstrated the importance of merging the fields of cognitive neuroscience and marketing to provide a deeper level of insight into the mind of the consumer. In the current study, we use a specific theoretical framework to guide the investigation of the hemispheric processing of metaphoric slogans using a cognitive neuroscience methodology (i.e., the divided visual field paradigm) that isolates hemisphere activity in the brain.…”