Neurophysiological Tools to Investigate Consumer’s Gender Differences during the Observation of TV Commercials

Figure 5

Differences of average 𝑍-score values between Women and Men of the cerebral indices of Memorization (blue), Emotion (red), and Interest (purple) for the two TV commercials Cartier (left) and Prada (right). Positive (negative) values indicate higher (lower) values of cerebral indices for Women (Men).