Med Biol Eng Comput - Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements.

Tópicos

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Resumo

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.

Resumo Limpo

aim research analyz chang eeg frontal activ observ commerci videoclip particular aim investig exist eeg frontal asymmetri distribut signal power spectra relat experienc pleasant video explicit rate eleven experiment subject investig analyz popul map power spectral densiti psd show asymmetr increas theta alpha activ relat observ pleasant unpleas advertis left right hemispher correl analysi reveal increas psd left frontal site negat correl degre pleasant perceiv convers desynchron left alpha frontal activ posit correl judgment high pleasant moreov data present increas psd relat observ unpleas commerci result higher respect one elicit pleasant advertis

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