An EEG study on emotional intelligence and advertising message effectiveness

Some electroencephalography (EEG) studies have investigated emotional intelligence (EI), but none have examined the relationships between EI and commercial advertising messages and related consumer behaviors. This study combines brain (EEG) techniques with an EI psychometric to explore the brain responses associated with a range of advertisements. A group of 45 participants (23females, 22males) had their EEG recorded while watching a series of advertisements selected from various marketing categories such as community interests, celebrities, food/drink, and social issues. Participants were also categorized as high or low in emotional intelligence (n = 34). The EEG data analysis was centered on rating decision-making in order to measure brain responses associated with advertising information processing for both groups. The findings suggest that participants with high and low emotional intelligence (EI) were attentive to different types of advertising messages. The two EI groups demonstrated preferences for “people” or “object,” related advertising information. This suggests that differences in consumer perception and emotions may suggest why certain advertising material or marketing strategies are effective or not

Source-based neurofeedback methods using EEG recordings: training altered brain activity in a functional brain source derived from blind source separation

A developing literature explores the use of neurofeedback in the treatment of a range of clinical conditions, particularly ADHD and epilepsy, whilst neurofeedback also provides an experimental tool for studying the functional significance of endogenous brain activity. A critical component of any neurofeedback method is the underlying physiological signal which forms the basis for the feedback. While the past decade has seen the emergence of fMRI-based protocols training spatially confined BOLD activity, traditional neurofeedback has utilized a small number of electrode sites on the scalp. As scalp EEG at a given electrode site reflects a linear mixture of activity from multiple brain sources and artifacts, efforts to successfully acquire some level of control over the signal may be confounded by these extraneous sources. Further, in the event of successful training, these traditional neurofeedback methods are likely influencing multiple brain regions and processes. The present work describes the use of source-based signal processing methods in EEG neurofeedback. The feasibility and potential utility of such methods were explored in an experiment training increased theta oscillatory activity in a source derived from Blind Source Separation of EEG data obtained during completion of a complex cognitive task (spatial navigation). Learned increases in theta activity were observed in two of the four participants to complete 20 sessions of neurofeedback targeting this individually defined functional brain source. Source-based EEG neurofeedback methods using Blind Source Separation may offer important advantages over traditional neurofeedback, by targeting the desired physiological signal in a more functionally and spatially specific manner. Having provided preliminary evidence of the feasibility of these methods, future work may study a range of clinically and experimentally relevant brain processes targeting individual brain sources by source-based EEG neurofeedback

Decreased Response to Positive Facial Affect in a Depressed Cohort in the Dorsal Striatum During a Working Memory Task—A Preliminary fMRI Study

People with depression have shown alterations in processing emotional information and working memory functionality. There is some evidence that emotional content may interact with working memory update processes, however neurological correlates are current unknown. In this preliminary study we utilized a novel version of the emotional variant of the n-back working memory task in fMRI. We examined BOLD response of 14 healthy controls and 13 depressed participants in response to happy, sad, and neutral displays of facial affect. No accuracy or reaction time differences were found between the two groups. The depressed group showed significantly decreased BOLD response to happy faces compared to the control group areas of the dorsal striatum and anterior cingulate. Significant, moderate, positive associations were found between right caudate activation with anxiety score and anterior cingulate activation with depression score in those with depression. Our novel task was able to elicit group level differences in emotional processing during working memory update. These results suggest those with depression fail to differentiate between positive emotional stimuli and stimuli with no emotional content

A High-Density EEG Investigation into Steady State Binaural Beat Stimulation

Binaural beats are an auditory phenomenon that has been suggested to alter physiological and cognitive processes including vigilance and brainwave entrainment. Some personality traits measured by the NEO Five Factor Model have been found to alter entrainment using pulsing light stimuli, but as yet no studies have examined if this occurs using steady state presentation of binaural beats for a relatively short presentation of two minutes. This study aimed to examine if binaural beat stimulation altered vigilance or cortical frequencies and if personality traits were involved. Thirty-one participants were played binaural beat stimuli designed to elicit a response at either the Theta (7 Hz) or Beta (16 Hz) frequency bands while undertaking a zero-back vigilance task. EEG was recorded from a high-density electrode cap. No significant differences were found in vigilance or cortical frequency power during binaural beat stimulation compared to a white noise control period. Furthermore, no significant relationships were detected between the above and the Big Five personality traits. This suggests a short presentation of steady state binaural beats are not sufficient to alter vigilance or entrain cortical frequencies at the two bands examined and that certain personality traits were not more susceptible than others

Biological basis of emotional intelligence

Abstract not available

Bioelectrical signals: the electroencephalogram

Abstract not available

Gaining critical insight into the psychology of consumer behaviour: neuromarketing, behaviour modelling, emotional intelligence, personality, age and demographics: is this the future of marketing research?

Abstract not available

Dissociative identity disorder : an EEG experiment

Abstract not available

The biological basis of personality

Abstract not available