@inproceedings{fc399963fe31442180cecbd0d96e7759,
title = "Application of EEG to TV Commercial Evaluation",
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.",
keywords = "Consumer neuroscience, Consumer research, EEG, Neuromarketing, TV advertising",
author = "Mathieu Bertin and Rie Tokumi and Ken Yasumatsu and Makoto Kobayashi and Akihiro Inoue",
year = "2014",
doi = "10.1007/978-3-642-54121-6_24",
language = "English",
isbn = "9783642541209",
series = "Communications in Computer and Information Science",
publisher = "Springer Verlag",
pages = "277--282",
booktitle = "Biomedical Informatics and Technology - 1st International Conference, ACBIT 2013, Revised Selected Papers",
note = "1st International Aizu Conference on Biomedical Informatics and Technology, ACBIT 2013 ; Conference date: 16-09-2013 Through 17-09-2013",
}