Application of EEG to TV Commercial Evaluation

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

研究成果: Conference contribution

5 被引用数 (Scopus)

抄録

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.

本文言語English
ホスト出版物のタイトルBiomedical Informatics and Technology - 1st International Conference, ACBIT 2013, Revised Selected Papers
出版社Springer Verlag
ページ277-282
ページ数6
ISBN(印刷版)9783642541209
DOI
出版ステータスPublished - 2014
イベント1st International Aizu Conference on Biomedical Informatics and Technology, ACBIT 2013 - Aizu-Wakamatsu, Japan
継続期間: 2013 9 162013 9 17

出版物シリーズ

名前Communications in Computer and Information Science
404 CCIS
ISSN(印刷版)1865-0929

Other

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

ASJC Scopus subject areas

  • Computer Science(all)
  • Mathematics(all)

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