Enhance of theta EEG spectral activity related to the memorization of commercial advertisings in Chinese and Italian subjects
Advertisings related to the fruition of carbonated beverages are intensively presented on the usual TV programs worldwide. Recent functional neuroimaging studies have begun to investigate how commercial brand information is processed in the brain. While the role of prefrontal cortices is then highlighted in the generation of appreciation for a brand, it is not really addressed the issue how this appreciation is spread across different cultural models, i.e. across different Western and Oriental people. In this study we investigated the cerebral activity during the fruition of similar advertising related to very popular carbonated beverages (Coca Cola and Pepsi Cola) in group of Western and Oriental people, homogeneous for age. We used such EEG technologies since it is now known that it is possible to investigate the activation of prefrontal cortex also by using advanced EEG processing techniques. By comparing the theta spectral activity of the population who remembered the TV commercial against the one who forgotten it, results present an increase of EEG activity related to frame segments showing the product advertised and its brand. These findings, focused on the prefrontal cortex and obtained with EEG measurements, suggest that this kind of technology is able to track variation of the cerebral activity related to cognitive function, such as memorization, across TV commercials. Moreover, there is the possibility to investigate frame segments of particular interest for marketers and, on the other hand, to identify part of the videoclip that are not particularly attractive.
EEG neuromarketing memory attention
Giovanni Vecchiato Jounging Dai Wanzeng Kong Darning Wei Fabio Babiloni Giovanni Vecchiato Laura Astolfi Jlenia Toppi Patrizia Cherubino Fabio Babiloni Laura Astolfi Jlenia Toppi
Dept of Physiology and Pharmacology University of Rome Sapienza Rome, Italy College of Computer Science Hangzhou Dianzi University Hangzhou, China Neuroelectrical Imaging and BCI lab IRCCS Fondazione Santa Lucia Rome, Italy Dept of Computer Science and Systemi University of Rome Sapienza Rome, Italy
国际会议
上海
英文
1504-1507
2011-10-15（万方平台首次上网日期，不代表论文的发表时间）