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

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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.

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Acknowledgments

The Authors thank “Fondazione Compagnia di San Paolo, programma neuroscienze” for the support given for the research for L.A.

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Authors and Affiliations

  1. Department of Physiology and Pharmacology, University of Rome “Sapienza”, Piazzale Aldo Moro 5, 00185, Rome, Italy

    Giovanni Vecchiato, Fabrizio De Vico Fallani & Fabio Babiloni

  2. Neuroelectrical Imaging and BCI Lab, IRCCS Fondazione Santa Lucia, Via Ardeatina 306, 00179, Rome, Italy

    Giovanni Vecchiato, Laura Astolfi, Fabrizio De Vico Fallani, Febo Cincotti, Donatella Mattia, Francesco Bez & Fabio Babiloni

  3. Department of Computer Science and Systems, University of Rome “Sapienza”, Via Ariosto 25, 00185, Rome, Italy

    Jlenia Toppi & Laura Astolfi

Authors
  1. Giovanni Vecchiato
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  2. Jlenia Toppi
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  3. Laura Astolfi
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  4. Fabrizio De Vico Fallani
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  5. Febo Cincotti
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  8. Fabio Babiloni
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Correspondence to Fabio Babiloni.

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Vecchiato, G., Toppi, J., Astolfi, L. et al. Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements. Med Biol Eng Comput 49, 579–583 (2011). https://doi.org/10.1007/s11517-011-0747-x

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  • DOI: https://doi.org/10.1007/s11517-011-0747-x

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