On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research

By analysing the difference of emotional index, for each second of the TV spot, elicited from the observation of the two ad versions, they found out a significant difference during the 22nd second. In particular, the scene showing only the model's face evoked a more positive emotion than the scene presenting both the model's face and her hand gesture, while no significant difference was found in other segments (

imbalance in the activations was linearly correlated with the degree of pleasantness expressed by the subjects. Overall, the right frontal activity is significantly greater than the one in the left frontal lobe, both in theta and alpha bands

together, these results are in line with previous findings suggesting the presence of an asymmetrical EEG activity when subjects experienced emotional stimuli

reward-based learning could be playing a part when observing pleasant and unpleasant advertisements.

left PFC is an important brain area in a widespread circuit that mediates appetitive approach, while the right PFC appears to form a major component of a neural circuit that instantiates defensive withdrawal

along with an increase of the later negative component (named N2), at parietal and occipital sites, related to the observation of disliked logos.

By means of an event-related potentials (ERPs) analysis, they found out that visuocortical processing shows an increase of the early positive component (named P1), at central and parietal sites,

They found out that images corresponding to a minima of the posterior frontal latency were more likely to be recognized than images associated to a SSVEP

Taken together, the results indicated that the cortical activity in the theta band on the left frontal areas was increased during the memorization of commercials.