The study of memorization index based on W-GFP during the observation of TV commercials

In this paper, we investigated the memorization variation during the observation of TV commercials by tracking the cortical activity. According to the priori knowledge, in the human scalp EEG, the theta band responds selectively to the encoding of new information into episodic memory. There will be a significantly larger increase in theta power during the memory encoding. Then we proposed a novel method to calculate the memorization index during the observation, which is an important index to evaluate the effectiveness of the TV commercial. We used the Power Spectral Density (PSD) to calculate the power in frequency domain and assign each electrode with different weight. And in time domain, the weighted Global Field Power (w-GFP) was used to be the memorization index. So this method has high time resolution and frequency resolution. The results of w-GFP suggest that this kind of technology is able to track variation of the cerebral activity related to cognitive tasks such as reflecting memorization level during observation TV commercials. This method also suggests the possibility to identify frame segments of particular attractive for marketers which is important to improve the effectiveness of TV commercial.