Title :
Understanding the Impact of TV Commercials: Electrical Neuroimaging
Author :
Vecchiato, Giovanni ; Kong, Wanzeng ; Maglione, Anton Giulio ; Wei, Daming
Author_Institution :
Dept. of Physiol. & Pharmacology, Univ. Sapienza, Rome, Italy
fDate :
5/1/2012 12:00:00 AM
Abstract :
In this paper, the applications of electrical neuroimaging, a discipline that uses electroencephalography (EEG) and intensive signal processing for the evaluation of marketing stimuli was illustrated.
Keywords :
advertising data processing; electroencephalography; medical image processing; neurophysiology; EEG; TV commercials; electrical neuroimaging; electroencephalography; intensive signal processing; marketing stimuli evaluation; Advertising; Behavioral science; Brain models; Consumer behavior; Electroencephalography; Market research; Marketing and sales; Neuroimaging; Signal processing; TV; Advertising as Topic; Brain Mapping; Electroencephalography; Emotions; Humans; Research; Signal Processing, Computer-Assisted; Television;
Journal_Title :
Pulse, IEEE
Conference_Location :
5/1/2012 12:00:00 AM
DOI :
10.1109/MPUL.2012.2189171
