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Application of EEG to TV Commercial Evaluation

2014; Springer Science+Business Media; Linguagem: Inglês

10.1007/978-3-642-54121-6_24

1865-0937

Mathieu Bertin, Rie Tokumi, Ken Yasumatsu, Makoto Kobayashi, Akihiro Inoue,

Creativity in Education and Neuroscience

As ongoing advances in neurophysiological technologies render them easier to use and more cost-effective, their range of application has widened considerably. In the field of neuromarketing, a typical utilization is the recording of brain activity through electroencephalography (EEG) to evaluate the efficiency of a promotion. Here we apply EEG to evaluate a set of TV commercials for the Asahi Shimbun newspaper. Results show a positive correlation between activation in the prefrontal cortex and survey-based evaluation. These results support the use of brain waves methods as a reliable way to supplement traditional, verbal-based methods of promotion evaluation.