Spatial and Spectral EEG Signal Analysis with Case Study of Slogans on Consumer’s Behaviour

Neuromarketing utilizes neuroscientific techniques to investigate consumer behavior, providing valuable insights beyond traditional research methods such as questionnaires and interviews which may not provide a complete understanding of consumer decision-making processes. Electroencephalography (EEG) has emerged as a promising tool for analyzing consumer responses to marketing stimuli. Nevertheless, the neural processing of slogans and their impact on short-term memory recall using EEG signals remains understudied. This research aims to bridge this gap by examining the neural activity associated with the recall of slogans using EEG analysis. By employing a spatial selection and spectral processing method, which involves Butterworth BPF filtering and L2-norm normalization to identify optimal channel combinations, active brain areas involved in slogan processing can be identified. Results reveal prominent activation in the frontal and occipital regions, particularly the F4 channel, indicating active recall and visual processing in individuals who correctly respond to slogans. These findings underscore the significance of slogans as visual marketing stimuli and offer insights for effective branding strategies. Leveraging EEG signals and understanding short-term memory processes enables marketers to optimize the impact of slogans on consumer engagement and brand recognition

Enhance of theta EEG spectral activity related to the memorization of commercial advertisings in Chinese and Italian subjects

Advertisings related to the fruition of carbonated beverages are intensively presented on the usual TV programs worldwide. Recent functional neuroimaging studies have begun to investigate how commercial brand information is processed in the brain. While the role of prefrontal cortices is then highlighted in the generation of appreciation for a brand, it is not really addressed the issue how this appreciation is spread across different cultural models, i.e. across different Western and Oriental people. In this study we investigated the cerebral activity during the fruition of similar advertising related to very popular carbonated beverages (Coca Cola and Pepsi Cola) in group of Western and Oriental people, homogeneous for age. We used such EEG technologies since it is now known that it is possible to investigate the activation of prefrontal cortex also by using advanced EEG processing techniques. By comparing the theta spectral activity of the population who remembered the TV commercial against the one who forgotten it, results present an increase of EEG activity related to frame segments showing the product advertised and its brand. These findings, focused on the prefrontal cortex and obtained with EEG measurements, suggest that this kind of technology is able to track variation of the cerebral activity related to cognitive function, such as memorization, across TV commercials. Moreover, there is the possibility to investigate frame segments of particular interest for marketers and, on the other hand, to identify part of the videoclip that are not particularly attractive. © 2011 IEEE.Advertisings related to the fruition of carbonated beverages are intensively presented on the usual TV programs worldwide. Recent functional neuroimaging studies have begun to investigate how commercial brand information is processed in the brain. While the role of prefrontal cortices is then highlighted in the generation of appreciation for a brand, it is not really addressed the issue how this appreciation is spread across different cultural models, i.e. across different Western and Oriental people. In this study we investigated the cerebral activity during the fruition of similar advertising related to very popular carbonated beverages (Coca Cola and Pepsi Cola) in group of Western and Oriental people, homogeneous for age. We used such EEG technologies since it is now known that it is possible to investigate the activation of prefrontal cortex also by using advanced EEG processing techniques. By comparing the theta spectral activity of the population who remembered the TV commercia

Investigation of EEG-based indicators of skill acquisition as novice participants practice a lifeboat manoeuvering task in a simulator

Adequate training is essential in safety critical occupations. Task proficiency is typically assessed through relevant performance measures. While such measures provide information about how effectively an individual can perform the task, they give no insight about their comfort level. Ideally, individuals would be capable of executing tasks not just at a certain level of performance, but also with confidence and a high degree of cognitive efficiency. Neural signals may provide information regarding a trainee’s task proficiency that performance measures alone cannot. The purpose of this study was to investigate patterns in neural activity that are indicative of task proficiency. Ten novice participants completed ten trials of a manoeuvering task in a high-fidelity lifeboat simulator while their neural activity was recorded via 64-channel EEG. Power spectral features were used along with linear discriminant analysis to classify the data from pairs of consecutive trials. Repeated measures mixed model linear regression showed that on average, the classification accuracy of consecutive trials decreased significantly over the course of training (from 82% to 73%). Since the classification accuracies reflect how different the neural activation patterns in the brain are between the trials classified, this result indicates that with practice, the associated neural activity becomes more similar from trial to trial. We hypothesize that in the early stages of the practice session, the neural activity is quite distinct from trial to trial as the individual works to develop and refine a strategy for task execution, then as they settle on an effective strategy, their neural activity becomes more stable across trials, explaining the lower classification accuracy observed in consecutive trials later in the session. These results could be used to develop a neural indicator of task proficiency