An electroencephalographic Peak Density Function to detect memorization during the observation of TV commercials

G. Vecchiato; G. Di Flumeri; A. G. Maglione; P. Cherubino; W. Kong; A. Trettel; F. Babiloni

doi:10.1109/EMBC.2014.6945231

An electroencephalographic Peak Density Function to detect memorization during the observation of TV commercials

G. Vecchiato, G. Di Flumeri, A. G. Maglione, P. Cherubino, W. Kong, A. Trettel, F. Babiloni

Fondazione Santa Lucia

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Nowadays, there is a growing interest in measuring the impact of advertisements through the estimation of cerebral reactions. Several techniques and methods are used and discussed in the consumer neuroscience. In such a context, the present paper provides a novel method to estimate the level of memorization occurred in subjects during the observation of TV commercials. In particular, the present work introduce the Peak Density Function (PDF) as an electroencephalographic (EEG) time-varying variable which is correlated with the cerebral events of memorization of TV commercials. The analysis has been performed on the EEG activity recorded on twenty healthy subjects during the exposition to several advertisements. After the EEG recordings, an interview has been performed to obtain the information about the memorized scenes for all the video clips watched by the subjects. Such information has been put in correlation with the occurrence of transient peaks of EEG synchronization in the theta band, by computing the PDF. The present results show that the increase of PDF is positively correlated, scene by scene, (R=0.46, p

Original language	English
Title of host publication	2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014
Publisher	Institute of Electrical and Electronics Engineers Inc.
Pages	6969-6972
Number of pages	4
ISBN (Print)	9781424479290
DOIs	https://doi.org/10.1109/EMBC.2014.6945231
Publication status	Published - Nov 2 2014
Event	2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014 - Chicago, United States Duration: Aug 26 2014 → Aug 30 2014

Other

Other	2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014
Country/Territory	United States
City	Chicago
Period	8/26/14 → 8/30/14

ASJC Scopus subject areas

Health Informatics
Computer Science Applications
Biomedical Engineering

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10.1109/EMBC.2014.6945231

Cite this

Vecchiato, G., Di Flumeri, G., Maglione, A. G., Cherubino, P., Kong, W., Trettel, A., & Babiloni, F. (2014). An electroencephalographic Peak Density Function to detect memorization during the observation of TV commercials. In 2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014 (pp. 6969-6972). [6945231] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/EMBC.2014.6945231

An electroencephalographic Peak Density Function to detect memorization during the observation of TV commercials. / Vecchiato, G.; Di Flumeri, G.; Maglione, A. G. et al.

2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014. Institute of Electrical and Electronics Engineers Inc., 2014. p. 6969-6972 6945231.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Vecchiato, G, Di Flumeri, G, Maglione, AG, Cherubino, P, Kong, W, Trettel, A & Babiloni, F 2014, An electroencephalographic Peak Density Function to detect memorization during the observation of TV commercials. in 2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014., 6945231, Institute of Electrical and Electronics Engineers Inc., pp. 6969-6972, 2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014, Chicago, United States, 8/26/14. https://doi.org/10.1109/EMBC.2014.6945231

Vecchiato G, Di Flumeri G, Maglione AG, Cherubino P, Kong W, Trettel A et al. An electroencephalographic Peak Density Function to detect memorization during the observation of TV commercials. In 2014 36th Annual International Conference of the IEEE Engineering in Medicine and Biology Society, EMBC 2014. Institute of Electrical and Electronics Engineers Inc. 2014. p. 6969-6972. 6945231 doi: 10.1109/EMBC.2014.6945231

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AU - Babiloni, F.

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An electroencephalographic Peak Density Function to detect memorization during the observation of TV commercials

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