Right Fronto-Temporal EEG can Differentiate the Affective Responses to Award-Winning Advertisements

Temporal and electroencephalography dynamics of surreal marketing

Event-related spectral perturbation analysis was employed in this study to explore whether surreal image designs containing metaphors could influence product marketing effects, including consumers' product curiosity, product comprehension, product preference, and purchase intention. A total of 30 healthy participants aged 21-30 years were recruited. Neurophysiological findings revealed that lower gamma, beta, and theta spectral powers were evoked in the right insula (Brodmann Area 13) by surreal marketing images. This was associated, behaviorally, with the manifestation of higher product curiosity and purchase intention. Based on previous research, the brain functions of this area include novelty, puzzle-solving, and cravings for reward caused by cognitive overload.

Discrimination Improvement Through Undesirable Feedback in Coupling Object Manipulation Tasks

Subjective effort can significantly affect the ability of humans to act optimally in dynamic manipulation tasks. In a previous study, we designed a complex object coupling manipulation task that required tight performance and induced high cognitive workload. We hypothesize that strong-effort-related physiological reactivity during the dynamic manipulation task improves the user performance in an undesired task feedback situation. To test this hypothesis, using the motor intentions' discrimination from electroencephalogram (EEG) measurements, we evaluate the effort expended by 20 participants in a controlling task with constraints involving complex coupling objects. Specifically, the finer motor decisions are obtained from the controlling information in EEG by using two fingers from the same hand rather than two hands. The motor intention is decoded from a task-dependent EEG through a regularized discriminant analysis, and the area under the curve is [Formula: see text]. Furthermore, we compare the undesired and desired task feedback conditions along with the individual's effort dynamic adjustment, and investigate whether the undesired task feedback improved the discrimination of the motor activities. A stronger effort to attain the desired feedback state corresponds to improved motor activity discrimination from the EEG in the undesired task feedback scenario. The differences in the brain activities under the undesired and desired task feedback conditions are analyzed using brain-network-based topographical scalp maps. Our experiment provides preliminary evidence that inducing strong effort can improve discrimination performance during highly demanding tasks. This finding can advance our understanding of human attention, potentially improve the accuracy of intention recognition, and may inspire better EEG acquisition contexts.

Neurophysiological Measures of the Perception of Antismoking Public Service Announcements Among Young Population

Tobacco constitutes a global emergency with totally preventable millions of deaths per year and smoking-related illnesses. Public service announcements (PSAs) are the main tool against smoking and by now their efficacy is still assessed through questionnaires and metrics, only months after their circulation. The present study focused on the young population, because at higher risk of developing tobacco addiction, investigating the reaction to the vision of Effective, Ineffective and Awarded antismoking PSAs through: electroencephalography (EEG), autonomic activity variation (Galvanic skin response—GSR- and Heart Rate—HR-) and Eye-Tracking (ET). The employed indices were: the EEG frontal alpha band asymmetry and the frontal theta; the Emotional Index (EI), deriving from the GSR and HR signals matching; the ET Visual Attention (VA) index, based on the ratio between the total time spent fixating an area of interest (AOI) and its area. Smokers expressed higher frontal alpha asymmetry values in comparison to non-smokers. Concerning frontal theta, Awarded PSAs reported the highest values in comparison to both Effective and Ineffective PSAs. EI results highlighted that lowest values were expressed by Heavy Smokers (HS), and Effective PSAs obtained the highest EI values. Finally, concerning the Effective PSAs, regression analysis highlighted a correlation between the number of cigarettes smoked by participants (independent variable) and frontal alpha asymmetry, frontal theta and EI values. ET results suggested that for the Ineffective PSAs the main focus were texts, while for the Effective and Awarded PSAs were the visual elements. Results support the use of methods aimed at assessing the physiological reaction for the evaluation of PSAs images, in particular when considering the smoking habits of target populations.

Temporal and spectral EEG dynamics can be indicators of stealth placement

Stealth placement marketing, where consumers are unaware that they are being marketed to, attempts to reduce the audiences' resistance to traditional persuasive advertising. It is a form of advertising that involves targeted exposure of brands or products incorporated in other works, usually with or without explicit reference to the brands or products. Brand placement can be presented in different visual and auditory forms in video programs. The present study proposed that different 'representations' (i.e., representable or non-representable) and 'sounds' (i.e., speech or musical sound) of brand placement can affect the viewers' perception of the brand. Event-related potential results indicated significant differences in P1, N1, P2, N270, and P3. Further, event-related spectral perturbation results indicated significant differences in theta, alpha, beta, and gamma (30-100 Hz), in the right parietal, right occipital area, and limbic lobe. 'Non-representable' or 'speech sound' brand placement induced significant temporal and spectral EEG dynamics in viewers.