Table of Contents Author Guidelines Submit a Manuscript
Computational Intelligence and Neuroscience
Volume 2016, Article ID 3795325, 10 pages
http://dx.doi.org/10.1155/2016/3795325
Research Article

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

1Department of Molecular Medicine, Sapienza University of Rome, Viale Regina Elena 291, 00161 Rome, Italy
2BrainSigns srl, Via Sesto Celere 7c, 00152 Rome, Italy
3Department of Economics and Marketing, IULM University, Via Carlo Bo 1, 20143 Milan, Italy
4Department of Anatomical, Histological, Forensic & Orthopedic Sciences, Sapienza University of Rome, Piazzale Aldo Moro 5, 00185 Rome, Italy

Received 15 December 2015; Revised 5 April 2016; Accepted 5 May 2016

Academic Editor: Hasan Ayaz

Copyright © 2016 Giulia Cartocci et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Linked References

  1. J. J. B. Allen and J. P. Kline, “Frontal EEG asymmetry, emotion, and psychopathology: the first, and the next 25 years,” Biological Psychology, vol. 67, no. 1-2, pp. 1–5, 2004. View at Publisher · View at Google Scholar · View at Scopus
  2. J. A. Bargh and T. L. Chartrand, “The unbearable automaticity of being,” American Psychologist, vol. 54, no. 7, pp. 462–479, 1999. View at Publisher · View at Google Scholar · View at Scopus
  3. R. Adolphs, “Cognitive neuroscience of human social behaviour,” Nature Reviews Neuroscience, vol. 4, no. 3, pp. 165–178, 2003. View at Publisher · View at Google Scholar · View at Scopus
  4. F. De Vico Fallani, V. Nicosia, R. Sinatra et al., “Defecting or not defecting: how to ‘read’ human behavior during cooperative games by EEG measurements,” PLoS ONE, vol. 5, no. 12, Article ID e14187, 2010. View at Publisher · View at Google Scholar · View at Scopus
  5. J. T. Cacioppo, Foundations in Social Neuroscience, MIT Press, Cambridge, Mass, USA, 2002.
  6. S. Erk, M. Spitzer, A. P. Wunderlich, L. Galley, and H. Walter, “Cultural objects modulate reward circuitry,” NeuroReport, vol. 13, no. 18, pp. 2499–2503, 2002. View at Publisher · View at Google Scholar · View at Scopus
  7. S. Braeutigam, “Neuroeconomics—from neural systems to economic behaviour,” Brain Research Bulletin, vol. 67, no. 5, pp. 355–360, 2005. View at Publisher · View at Google Scholar · View at Scopus
  8. R. J. Davidson, “Anxiety and affective style: role of prefrontal cortex and amygdala,” Biological Psychiatry, vol. 51, no. 1, pp. 68–80, 2002. View at Publisher · View at Google Scholar · View at Scopus
  9. E. Harmon-Jones, P. A. Gable, and C. K. Peterson, “The role of asymmetric frontal cortical activity in emotion-related phenomena: a review and update,” Biological Psychology, vol. 84, no. 3, pp. 451–462, 2010. View at Publisher · View at Google Scholar · View at Scopus
  10. T. F. Price, C. K. Peterson, and E. Harmon-Jones, “The emotive neuroscience of embodiment,” Motivation and Emotion, vol. 36, no. 1, pp. 27–37, 2012. View at Publisher · View at Google Scholar · View at Scopus
  11. B. B. Briesemeister, S. Tamm, A. Heine, and A. M. Jacobs, “Approach the good, withdraw from the bad—a review on frontal alpha asymmetry measures in applied psychological research,” Psychology, vol. 4, no. 3, pp. 261–267, 2013. View at Publisher · View at Google Scholar
  12. J. A. Coan and J. J. B. Allen, “Frontal EEG asymmetry as a moderator and mediator of emotion,” Biological Psychology, vol. 67, no. 1-2, pp. 7–49, 2004. View at Publisher · View at Google Scholar · View at Scopus
  13. R. J. Davidson, “EEG measures of cerebral asymmetry: conceptual and methodological issues,” International Journal of Neuroscience, vol. 39, no. 1-2, pp. 71–89, 1988. View at Publisher · View at Google Scholar · View at Scopus
  14. R. J. Davidson, G. E. Schwartz, C. Saron, J. Bennett, and D. J. Goleman, “Frontal versus parietal EEG asymmetry during positive and negative affect,” Psychophysiology, vol. 16, pp. 202–203, 1979. View at Google Scholar
  15. R. Ohme, D. Reykowska, D. Wiener, and A. Choromanska, “Analysis of neurophysiological reactions to advertising stimuli by means of EEG and galvanic skin response measures,” Journal of Neuroscience, Psychology, and Economics, vol. 2, no. 1, pp. 21–31, 2009. View at Publisher · View at Google Scholar · View at Scopus
  16. R. Ohme, D. Reykowska, D. Wiener, and A. Choromanska, “Application of frontal EEG asymmetry to advertising research,” Journal of Economic Psychology, vol. 31, no. 5, pp. 785–793, 2010. View at Publisher · View at Google Scholar · View at Scopus
  17. T. C. Handy, D. Smilek, L. Geiger, C. Liu, and J. W. Schooler, “ERP evidence for rapid hedonic evaluation of logos,” Journal of Cognitive Neuroscience, vol. 22, no. 1, pp. 124–138, 2010. View at Publisher · View at Google Scholar · View at Scopus
  18. G. Vecchiato, A. G. Maglione, P. Cherubino et al., “Neurophysiological tools to investigate consumer's gender differences during the observation of TV commercials,” Computational and Mathematical Methods in Medicine, vol. 2014, Article ID 912981, 12 pages, 2014. View at Publisher · View at Google Scholar · View at Scopus
  19. D. J. Anschutz, R. C. M. E. Engels, C. S. van der Zwaluw, and T. Van Strien, “Sex differences in young adults' snack food intake after food commercial exposure,” Appetite, vol. 56, no. 2, pp. 255–260, 2011. View at Publisher · View at Google Scholar · View at Scopus
  20. A. L. Wonderlich-Tierney, K. R. Wenzel, J. S. Vander Wal, and J. Wang-Hall, “Food-related advertisements and food intake among adult men and women,” Appetite, vol. 71, pp. 57–62, 2013. View at Publisher · View at Google Scholar · View at Scopus
  21. G. Vecchiato, P. Cherubino, A. Trettel, and F. Babiloni, Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and Their Application to Neuromarketing, Springer, Berlin, Germany, 2013. View at Publisher · View at Google Scholar
  22. J. Botwinick, Aging and Behavior: A Comprehensive Integration of Research Findings, Springer, New York, NY, USA, 2nd edition, 1978.
  23. R. M. Schindler and M. B. Holbrook, “Nostalgia for early experience as a determinant of consumer preferences,” Psychology and Marketing, vol. 20, no. 4, pp. 275–302, 2003. View at Publisher · View at Google Scholar · View at Scopus
  24. J. G. Johnson and J. R. Busemeyer, “Decision making under risk and uncertainty,” Wiley Interdisciplinary Reviews: Cognitive Science, vol. 1, no. 5, pp. 736–749, 2010. View at Publisher · View at Google Scholar · View at Scopus
  25. D. Kahneman and A. Tversky, “Prospect theory: an analysis of decision under risk,” Econometrica, vol. 47, no. 2, pp. 263–291, 1979. View at Publisher · View at Google Scholar
  26. M. Abdellaoui, H. Bleichrodt, and C. Paraschiv, “Loss aversion under prospect theory: a parameter-free measurement,” Management Science, vol. 53, no. 10, pp. 1659–1674, 2007. View at Publisher · View at Google Scholar · View at Scopus
  27. V. Viswanathan, S. Lee, J. M. Gilman et al., “Age-related striatal BOLD changes without changes in behavioral loss aversion,” Frontiers in Human Neuroscience, vol. 9, article 176, 2015. View at Publisher · View at Google Scholar · View at Scopus
  28. R. G. Franklin Jr. and R. B. Adams Jr., “The reward of a good joke: neural correlates of viewing dynamic displays of stand-up comedy,” Cognitive, Affective and Behavioral Neuroscience, vol. 11, no. 4, pp. 508–515, 2011. View at Publisher · View at Google Scholar · View at Scopus
  29. G. Vecchiato, J. Toppi, L. Astolfi et al., “Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements,” Medical and Biological Engineering and Computing, vol. 49, no. 5, pp. 579–583, 2011. View at Publisher · View at Google Scholar · View at Scopus
  30. B. Knutson, S. Rick, G. E. Wimmer, D. Prelec, and G. Loewenstein, “Neural predictors of purchases,” Neuron, vol. 53, no. 1, pp. 147–156, 2007. View at Publisher · View at Google Scholar · View at Scopus
  31. W. Klimesch, “EEG alpha and theta oscillations reflect cognitive and memory performance: a review and analysis,” Brain Research Reviews, vol. 29, no. 2-3, pp. 169–195, 1999. View at Publisher · View at Google Scholar · View at Scopus
  32. P. D. Welch, “The use of fast Fourier transform for the estimation of power spectra: a method based on time averaging over short, modified periodograms,” IEEE Transactions on Audio and Electroacoustics, vol. 15, no. 2, pp. 70–73, 1967. View at Publisher · View at Google Scholar · View at Scopus
  33. G. Cartocci, A. G. Maglione, G. Vecchiato et al., “Mental workload estimations in unilateral deafened children,” in Proceedings of the 37th Annual International Conference of the IEEE Engineering in Medicine and Biology Society (EMBC '15), pp. 1654–1657, IEEE, Milan, Italy, August 2015. View at Publisher · View at Google Scholar
  34. J. Zar, Biostatistical Analysis, Prentice Hall, New York, NY, USA, 2000.
  35. C. Whissell and L. McCall, “Pleasantness, activation, and sex differences in advertising,” Psychological Reports, vol. 81, no. 2, pp. 355–367, 1997. View at Publisher · View at Google Scholar · View at Scopus
  36. S. D. H. Mills, L. M. Tanner, and J. Adams, “Systematic literature review of the effects of food and drink advertising on food and drink-related behaviour, attitudes and beliefs in adult populations,” Obesity Reviews, vol. 14, no. 4, pp. 303–314, 2013. View at Publisher · View at Google Scholar · View at Scopus
  37. A. M. Proverbio, F. Riva, A. Zani, and E. Martin, “Is it a baby? Perceived age affects brain processing of faces differently in women and men,” Journal of Cognitive Neuroscience, vol. 23, no. 11, pp. 3197–3208, 2011. View at Publisher · View at Google Scholar · View at Scopus
  38. T. Quarto, G. Blasi, K. J. Pallesen, A. Bertolino, and E. Brattico, “Implicit processing of visual emotions is affected by sound-induced affective states and individual affective traits,” PLoS ONE, vol. 9, no. 7, article e103278, 2014. View at Publisher · View at Google Scholar · View at Scopus
  39. G. Cartocci, G. Attanasio, F. Fattapposta, N. Locuratolo, D. Mannarelli, and R. Filipo, “An electrophysiological approach to tinnitus interpretation,” International Tinnitus Journal, vol. 17, no. 2, pp. 152–157, 2012. View at Publisher · View at Google Scholar · View at Scopus
  40. G. D. Olsen, “The sounds of silence: functions and use of silence in television advertising,” Journal of Advanced Research, vol. 34, no. 5, pp. 89–95, 1978. View at Google Scholar
  41. D. Mattia, F. Babiloni, A. Romigi et al., “Quantitative EEG and dynamic susceptibility contrast MRI in Alzheimer's disease: a correlative study,” Clinical Neurophysiology, vol. 114, no. 7, pp. 1210–1216, 2003. View at Publisher · View at Google Scholar · View at Scopus
  42. F. Babiloni, F. Carducci, F. Cincotti et al., “Integration of high resolution EEG and functional magnetic resonance in the study of human movement-related potentials,” Methods of Information in Medicine, vol. 39, no. 2, pp. 179–182, 2000. View at Google Scholar · View at Scopus
  43. C. Babiloni, F. Babiloni, F. Carducci et al., “Mapping of early and late human somatosensory evoked brain potentials to phasic galvanic painful stimulation,” Human Brain Mapping, vol. 12, no. 3, pp. 168–179, 2001. View at Publisher · View at Google Scholar · View at Scopus
  44. P. Cherubino, A. Trettel, G. Cartocci et al., “Neuroelectrical indexes for the study of the efficacy of TV advertising stimuli,” in Selected Issues in Experimental Economics, pp. 355–371, Springer, 2016. View at Publisher · View at Google Scholar
  45. H. Plassmann, V. Venkatraman, S. Huettel, and C. Yoon, “Consumer neuroscience: applications, challenges, and possible solutions,” Journal of Marketing Research, vol. 52, no. 4, pp. 427–435, 2015. View at Publisher · View at Google Scholar · View at Scopus