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Cognitive Neurodynamics
Erschienen in: Cognitive Neurodynamics 6/2013

01.12.2013 | Brief Communication

Electronic evaluation for video commercials by impression index

verfasst von: Wanzeng Kong, Xinxin Zhao, Sanqing Hu, Giovanni Vecchiato, Fabio Babiloni

Erschienen in: Cognitive Neurodynamics | Ausgabe 6/2013

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Abstract

How to evaluate the effect of commercials is significantly important in neuromarketing. In this paper, we proposed an electronic way to evaluate the influence of video commercials on consumers by impression index. The impression index combines both the memorization and attention index during consumers observing video commercials by tracking the EEG activity. It extracts features from scalp EEG to evaluate the effectiveness of video commercials in terms of time–frequency-space domain. And, the general global field power was used as an impression index for evaluation of video commercial scenes as time series. Results of experiment demonstrate that the proposed approach is able to track variations of the cerebral activity related to cognitive task such as observing video commercials, and help to judge whether the scene in video commercials is impressive or not by EEG signals.
Vorheriger Artikel A comparison study of two P300 speller paradigms for brain–computer interface

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Metadaten
Titel
Electronic evaluation for video commercials by impression index
verfasst von
Wanzeng Kong
Xinxin Zhao
Sanqing Hu
Giovanni Vecchiato
Fabio Babiloni
Publikationsdatum
01.12.2013
Verlag
Springer Netherlands
Erschienen in
Cognitive Neurodynamics / Ausgabe 6/2013
Print ISSN: 1871-4080
Elektronische ISSN: 1871-4099
DOI
https://doi.org/10.1007/s11571-013-9255-z

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