Gender and Age Related Effects While Watching TV Advertisements: An EEG Study

The aim of the present paper is to show how the variation of the EEG frontal cortical asymmetry is related to the general appreciation perceived during the observation of TV advertisements, in particular considering the influence of the gender and age on it. In particular, we investigated the influence of the gender on the perception of a car advertisement (Experiment 1) and the influence of the factor age on a chewing gum commercial (Experiment 2). Experiment 1 results showed statistically significant higher approach values for the men group throughout the commercial. Results from Experiment 2 showed significant lower values by older adults for the spot, containing scenes not very enjoyed by them. In both studies, there was no statistical significant difference in the scene relative to the product offering between the experimental populations, suggesting the absence in our study of a bias towards the specific product in the evaluated populations. These evidences state the importance of the creativity in advertising, in order to attract the target population

Electroencephalographic correlates of sensorimotor integration and embodiment during the appreciation of virtual architectural environments

Nowadays there is the hope that neuroscientific findings will contribute to the improvement of building design in order to create environments which satisfy man's demands. This can be achieved through the understanding of neurophysiological correlates of architectural perception. To this aim, the electroencephalographic (EEG) signals of 12 healthy subjects were recorded during the perception of three immersive virtual reality environments (VEs). Afterwards, participants were asked to describe their experience in terms of Familiarity, Novelty, Comfort, Pleasantness, Arousal, and Presence using a rating scale from 1 to 9. These perceptual dimensions are hypothesized to influence the pattern of cerebral spectral activity, while Presence is used to assess the realism of the virtual stimulation. Hence, the collected scores were used to analyze the Power Spectral Density (PSD) of the EEG for each behavioral dimension in the theta, alpha and mu bands by means of time-frequency analysis and topographic statistical maps. Analysis of Presence resulted in the activation of the frontal-midline theta, indicating the involvement of sensorimotor integration mechanisms when subjects expressed to feel more present in the VEs. Similar patterns also characterized the experience of familiar and comfortable VEs. In addition, pleasant VEs increased the theta power across visuomotor circuits and activated the alpha band in areas devoted to visuospatial exploration and processing of categorical spatial relations. Finally, the de-synchronization of the mu rhythm described the perception of pleasant and comfortable VEs, showing the involvement of left motor areas and embodied mechanisms for environment appreciation. Overall, these results show the possibility to measure EEG correlates of architectural perception involving the cerebral circuits of sensorimotor integration, spatial navigation, and embodiment. These observations can help testing architectural hypotheses in order to design environments matching the changing needs of humans

EEG activity as an objective measure of cognitive load during effortful listening: A study on pediatric subjects with bilateral, asymmetric sensorineural hearing loss

Objectives: Deaf subjects with hearing aids or cochlear implants generally find it challenging to understand speech in noisy environments where a great deal of listening effort and cognitive load are invested. In prelingually deaf children, such difficulties may have detrimental consequences on the learning process and, later in life, on academic performance. Despite the importance of such a topic, currently, there is no validated test for the assessment of cognitive load during audiological tasks. Recently, alpha and theta EEG rhythm variations in the parietal and frontal areas, respectively, have been used as indicators of cognitive load in adult subjects. The aim of the present study was to investigate, by means of EEG, the cognitive load of pediatric subjects affected by asymmetric sensorineural hearing loss as they were engaged in a speech-in-noise identifi- cation task. Methods: Seven children (4F and 3M, age range ¼ 8e16 years) affected by asymmetric sensorineural hearing loss (i.e. profound degree on one side, mild-to-severe degree on the other side) and using a hearing aid only in their better ear, were included in the study. All of them underwent EEG recording during a speech-in-noise identification task: the experimental conditions were quiet, binaural noise, noise to the better hearing ear and noise to the poorer hearing ear. The subjects' Speech Recognition Thresholds (SRT) were also measured in each test condition. The primary outcome measures were: frontal EEG Power Spectral Density (PSD) in the theta band and parietal EEG PSD in the alpha band, as assessed before stimulus (word) onset. Results: No statistically significant differences were noted among frontal theta power levels in the four test conditions. However, parietal alpha power levels were significantly higher in the “binaural noise” and in the “noise to worse hearing ear” conditions than in the “quiet” and “noise to better hearing ear” conditions (p < 0.001). SRT scores were consistent with task difficulty, but did not correlate with alpha and theta power level variations. Conclusion: This is the first time that EEG has been applied to children with sensorineural hearing loss with the purpose of studying the cognitive load during effortful listening. Significantly higher parietal alpha power levels in two of three noisy conditions, compared to the quiet condition, are consistent with increased cognitive load. Specifically, considering the time window of the analysis (pre-stimulus), parietal alpha power levels may be a measure of cognitive functions such as sustained attention and selective inhibition. In this respect, the significantly lower parietal alpha power levels in the most challenging listening condition (i.e. noise to the better ear) may be attributed to loss of attention and to the subsequent fatigue and “withdrawal” from the task at hand

Neuroelectrical correlates of trustworthiness and dominance judgments related to the observation of political candidates

The present research investigates the neurophysiological activity elicited by fast observations of faces of real candidates during simulated political elections. We used simultaneous recording of electroencephalographic (EEG) signals as well as galvanic skin response (GSR) and heart rate (HR) as measurements of central and autonomic nervous systems. Twenty healthy subjects were asked to give judgments on dominance, trustworthiness, and a preference of vote related to the politicians' faces. We used high-resolution EEG techniques to map statistical differences of power spectral density (PSD) cortical activity onto a realistic head model as well as partial directed coherence (PDC) and graph theory metrics to estimate the functional connectivity networks and investigate the role of cortical regions of interest (ROIs). Behavioral results revealed that judgment of dominance trait is the most predictive of the outcome of the simulated elections. Statistical comparisons related to

Neuroelectrical Correlates of Trustworthiness and Dominance Judgments Related to the Observation of Political Candidates

The present research investigates the neurophysiological activity elicited by fast observations of faces of real candidates during simulated political elections. We used simultaneous recording of electroencephalographic (EEG) signals as well as galvanic skin response (GSR) and heart rate (HR) as measurements of central and autonomic nervous systems. Twenty healthy subjects were asked to give judgments on dominance, trustworthiness, and a preference of vote related to the politicians’ faces. We used high-resolution EEG techniques to map statistical differences of power spectral density (PSD) cortical activity onto a realistic head model as well as partial directed coherence (PDC) and graph theory metrics to estimate the functional connectivity networks and investigate the role of cortical regions of interest (ROIs). Behavioral results revealed that judgment of dominance trait is the most predictive of the outcome of the simulated elections. Statistical comparisons related to PSD and PDC values highlighted an asymmetry in the activation of frontal cortical areas associated with the valence of the judged trait as well as to the probability to cast the vote. Overall, our results highlight the existence of cortical EEG features which are correlated with the prediction of vote and with the judgment of trustworthy and dominant faces

NeuroDante: Poetry Mentally Engages More Experts but Moves More Non-Experts, and for Both the Cerebral Approach Tendency Goes Hand in Hand with the Cerebral Effort

Neuroaesthetics, the science studying the biological underpinnings of aesthetic experience, recently extended its area of investigation to literary art; this was the humus where neurocognitive poetics blossomed. Divina Commedia represents one of the most important, famous and studied poems worldwide. Poetry stimuli are characterized by elements (meter and rhyme) promoting the processing fluency, a core aspect of neuroaesthetics theories. In addition, given the evidence of different neurophysiological reactions between experts and non-experts in response to artistic stimuli, the aim of the present study was to investigate, in poetry, a different neurophysiological cognitive and emotional reaction between Literature (L) and Non-Literature (NL) students. A further aim was to investigate whether neurophysiological underpinnings would support explanation of behavioral data. Investigation methods employed: self-report assessments (recognition, appreciation, content recall) and neurophysiological indexes (approach/withdrawal (AW), cerebral effort (CE) and galvanic skin response (GSR)). The main behavioral results, according to fluency theories in aesthetics, suggested in the NL but not in the L group that the appreciation/liking went hand by hand with the self-declared recognition and with the content recall. The main neurophysiological results were: (i) higher galvanic skin response in NL, whilst higher CE values in L; (ii) a positive correlation between AW and CE indexes in both groups. The present results extended previous evidence relative to figurative art also to auditory poetry stimuli, suggesting an emotional attenuation “expertise-specific” showed by experts, but increased cognitive processing in response to the stimuli

Different Perception of Musical Stimuli in Patients with Monolateral and Bilateral Cochlear Implants

The aim of the present study is to measure the perceived pleasantness during the observation of a musical video clip in a group of cochlear implanted adult patients when compared to a group of normal hearing subjects. This comparison was performed by using the imbalance of the EEG power spectra in alpha band over frontal areas as a metric for the perceived pleasantness. Subjects were asked to watch a musical video clip in three different experimental conditions: with the original audio included (Norm), with a distorted version of the audio (Dist), and without the audio (Mute). The frontal EEG imbalance between the estimated power spectra for the left and right prefrontal areas has been calculated to investigate the differences among the two populations. Results suggested that the perceived pleasantness of the musical video clip in the normal hearing population and in the bilateral cochlear implanted populations has similar range of variation across the different stimulations (Norm, Dist, and Mute), when compared to the range of variation of video clip’s pleasantness for the monolateral cochlear implanted population. A similarity exists in the trends of the perceived pleasantness across the different experimental conditions in the mono- and bilaterally cochlear implanted patients

Assessing olfactory perception in young persons. A neuroscience perspective

This paper is aimed at demonstrating the correlation between a neuroscientific index - the Approach/Withdrawal one (A/W), which is related to the brain performance - and the level of perceived pleasantness in young subjects undergoing diverse olfactory stimuli. The above mentioned index is employed in the assessment of audio-visual stimuli, and has been hereby estimated by using the elettroencephalogram (EEG), thanks to which it has been possible to study the activity of the Pre- Frontal Cortex (brain region connected with the pleasantness emotion experienced during a sensorial stimulation). In order to do so, this study recorded the EEG signals from several healthy no-smokers subjects (12 males and 12 females, 25 ± 2,6 years) during the perception of 10 diverse odors. Each olfactory stimulus has returned a cerebral A/W index for every subject: the related values have been statistically compared with the appreciation numeric scores assessed by the subjects in a questionnaire. Originality and value of this research lie in the following finding: the level of pleasantness towards odorous substances is measurable by analysing the EEG signals returned when presenting such substances to a pre-determined sample. From a managerial perspective, this method represents a biasfree technique for the assessment of a perfume performance

Cross-cultural analysis of neuroelectrical cognitive and emotional variables during the appreciation of TV commercials

In this study we investigated the cerebral activity of a group of Eastern people during the observation of a Western and an Eastern version of the same TV commercial advertising a very popular smartphone. By comparing the electroencephalographic (EEG) signals in theta, alpha and heart rate (HR) activity of the population investigated, we estimated and compared the levels of memorization, attention, pleasantness and emotion perceived. Results present and increase of the pleasantness and emotion while watching particular scenes of interest of the Eastern version of the commercial. These findings suggest that this kind of technology is able to track variation of the cerebral activity related to cognitive and emotional processing across TV commercials. Moreover, there is the possibility to investigate frame segments of particular interest for marketers that could be properly adapted according to the cultural context in which the advertising campaign will be promoted

Neuroelectrical imaging study of music perception by children with unilateral and bilateral cochlear implants

Objective: To investigate by means of non-invasive neuroelectrical imaging the differences in the perceived pleasantness of music between children with cochlear implants (CI) and normal-hearing (NH) children. Methods: 5 NH children and 5 children who received a sequential bilateral CI were assessed by means of High-Resolution EEG with Source Reconstruction as they watched a musical cartoon. Implanted children were tested before and after the second implant. For each subject the scalp Power Spectral Density was calculated in order to investigate the EEG alpha asymmetry. Results: The scalp topographic distribution of the EEG power spectrum in the alpha band was different in children using one CI as compared to NH children (see figure). With two CIs the cortical activation pattern changed significantly, becoming more similar to the one observed in NH children. Conclusions: The findings support the hypothesis that bilateral CI users have a closer-to-normal perception of the pleasantness of music than unilaterally implanted children. © W. S. Maney & Son Ltd 2014