Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements

Abstract

The aim of this research is to analyze the changes in the EEG frontal activity during the observation of commercial videoclips. In particular, we aimed to investigate the existence of EEG frontal asymmetries in the distribution of the signals' power spectra related to experienced pleasantness of the video, as explicitly rated by the eleven experimental subjects investigated. In the analyzed population, maps of Power spectral density (PSD) showed an asymmetrical increase of theta and alpha activity related to the observation of pleasant (unpleasant) advertisements in the left (right) hemisphere. A correlation analysis revealed that the increase of 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 presented an increase of PSD related to the observation of unpleasant commercials, which resulted higher with respect to the one elicited by pleasant advertisements.

Electronic evaluation for video commercials by impression index

“…Fallani et al evaluated the characteristics of brain functional network during the successful memory encoding of TV commercials by calculating the global-efficiency (E g ) and local-efficiency (E l ) ). Vecchiato et al noted that temporal and frequency patterns of EEG signals could convey information about the cognitive and emotional processes in subjects observing TV commercials (Vecchiato et al 2011a).…”

Emotion and Concentration Integrated System: Applied to the Detection and Analysis of Consumer Preference

“…Studies have shown that in the case of the good mood, Alpha (α) waves will show a positive correlation; Theta (θ) waves are used as the basis of subjects determining shapes and colors [16]. The literature of the marketing points out that when we observe pleasant or unpleasant advertisings, it will increase Theta (θ) waves and Alpha (α) waves activity asymmetry respectively in the right and left hemispheres [17].…”

Neurophysiological Measures of the Perception of Antismoking Public Service Announcements Among Young Population

“…Through such neuroscience techniques several aspects related to the commerce can be investigated: target population’s gender (Vecchiato et al, 2014a; Cartocci et al, 2016a), culture (Han and Shavitt, 1994; Vecchiato et al, 2011a) and age (Cherubino et al, 2016a); fragments of interest (Vecchiato et al, 2010, 2011b, 2014a); the brand (Paulus and Frank, 2003); the price (Reimann et al, 2011); scenes targeting and speaker’s gender (Cherubino et al, 2016b); purchasing attitudes of the subjects (Knutson et al, 2007) and pre-retail testing (Baldo et al, 2015). The capability of EEG techniques to detect different patterns between smokers and non-smokers have been already provided from event related potentials (ERP) studies, in which the amplitude of the P300 resulted lower in smokers than in non-smokers (Anokhin et al, 2000; Jang et al, 2007; Guney et al, 2009).…”