On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research

<table>Representation of the filtered and smoothed GFP related to the frontal electrodes in the lower alpha band for the analyzed Chinese subjects during the observation of the TV commercial advertising a carbonated beverage. On the <svg height="7.1624999" id="M6" style="vertical-align:-0.11285pt" version="1.1" viewbox="0 0 8.7250004 7.1624999" width="8.7250004" xmlns="http://www.w3.org/2000/svg">
<g transform="matrix(1.25,0,0,-1.25,0,7.1625)">
<g transform="translate(72,-66.27)">
<text transform="matrix(1,0,0,-1,-71.95,66.44)">
<tspan style="font-size: 12.50px; " x="0" y="0">𝑥</tspan>
</text>
</g>
</g>
</svg>-axis, there is the time duration of the spot; on the <svg height="9.8625002" id="M7" style="vertical-align:-2.29482pt" version="1.1" viewbox="0 0 7.875 9.8625002" width="7.875" xmlns="http://www.w3.org/2000/svg">
<g transform="matrix(1.25,0,0,-1.25,0,9.8625)">
<g transform="translate(72,-64.11)">
<text transform="matrix(1,0,0,-1,-71.95,66.45)">
<tspan style="font-size: 12.50px; " x="0" y="0">𝑦</tspan>
</text>
</g>
</g>
</svg>-axis there is the <svg height="7.375" id="M8" style="vertical-align:-0.17555pt" version="1.1" viewbox="0 0 7.9250002 7.375" width="7.9250002" xmlns="http://www.w3.org/2000/svg">
<g transform="matrix(1.25,0,0,-1.25,0,7.375)">
<g transform="translate(72,-66.1)">
<text transform="matrix(1,0,0,-1,-71.95,66.32)">
<tspan style="font-size: 12.50px; " x="0" y="0">𝑧</tspan>
</text>
</g>
</g>
</svg>-score smoothed values of the GFP considered. Film segments are showed when increase of cerebral activity occurred.</table>

Computational Intelligence and Neuroscience

fig6

Figure 6

Figure 6: On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research 