Application of EEG to TV Commercial Evaluation

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

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationBiomedical Informatics and Technology - 1st International Conference, ACBIT 2013, Revised Selected Papers
PublisherSpringer Verlag
Pages277-282
Number of pages6
ISBN (Print)9783642541209
DOIs
Publication statusPublished - 2014 Jan 1
Event1st International Aizu Conference on Biomedical Informatics and Technology, ACBIT 2013 - Aizu-Wakamatsu, Japan
Duration: 2013 Sep 162013 Sep 17

Publication series

NameCommunications in Computer and Information Science
Volume404 CCIS
ISSN (Print)1865-0929

Other

Other1st International Aizu Conference on Biomedical Informatics and Technology, ACBIT 2013
CountryJapan
CityAizu-Wakamatsu
Period13/9/1613/9/17

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Keywords

  • Consumer neuroscience
  • Consumer research
  • EEG
  • Neuromarketing
  • TV advertising

ASJC Scopus subject areas

  • Computer Science(all)
  • Mathematics(all)

Cite this

Bertin, M., Tokumi, R., Yasumatsu, K., Kobayashi, M., & Inoue, A. (2014). Application of EEG to TV Commercial Evaluation. In Biomedical Informatics and Technology - 1st International Conference, ACBIT 2013, Revised Selected Papers (pp. 277-282). (Communications in Computer and Information Science; Vol. 404 CCIS). Springer Verlag. https://doi.org/10.1007/978-3-642-54121-6_24