Neurophysiological Tools to Investigate Consumer's Gender ...

Research ArticleNeurophysiological Tools to Investigate Consumerrsquos GenderDifferences during the Observation of TV Commercials

Giovanni Vecchiato12 Anton Giulio Maglione23 Patrizia Cherubino234

Barbara Wasikowska5 Agata Wawrzyniak5 Anna Latuszynska5

Malgorzata Latuszynska5 Kesra Nermend5 Ilenia Graziani2 Maria Rita Leucci2

Arianna Trettel2 and Fabio Babiloni12

1 Department of Physiology and Pharmacology ldquoSapienzardquo University Piazzale Aldo Moro 5 00185 Rome Italy2 BrainSigns srl Via Sesto Celere 7c 00152 Rome Italy3 Department of Anatomy Histology Forensic Medicine and Orthopedics ldquoSapienzardquo University Via Borelli 50 00185 Rome Italy4Department of Economics and Marketing ldquoIULMrdquo University Via Carlo Bo 1 20143 Milan Italy5 Faculty of Economics and Management University of Szczecin Adama Mickiewicza 64 71-101 Szczecin Poland

Correspondence should be addressed to Giovanni Vecchiato giovannivecchiatouniroma1it

Received 28 May 2014 Accepted 1 July 2014 Published 23 July 2014

Academic Editor Fabrizio De Vico Fallani

Copyright copy 2014 Giovanni Vecchiato et al This is an open access article distributed under the Creative Commons AttributionLicense which permits unrestricted use distribution and reproduction in any medium provided the original work is properlycited

Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumersrsquo reaction to advertisements froma neuroscientific perspective In particular the neuroscience field is thought to be able to reveal information about consumerpreferences which are unobtainable through conventional methods including submitting questionnaires to large samples ofconsumers or performing psychological personal or group interviews In this scenario we performed an experiment in order toinvestigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation ofTV commercials In particular we recorded the electroencephalographic (EEG) galvanic skin response (GSR) and heart rate (HR)in a group of 28 healthy subjects during the observation of a series of TV advertisements that have been grouped by commercialcategories Comparisons of cerebral indices have been performed to highlight gender differences between commercial categoriesand scenes of interest of two specific commercials Findings show how EEG methodologies along with the measurements ofautonomic variables could be used to obtain hidden information to marketers not obtainable otherwise Most importantly it wassuggested how these tools could help to analyse the perception of TV advertisements and differentiate their production accordingto the consumerrsquos gender

1 Introduction

In the last two decades different techniques and deviceshave been developed to inspect thoughts and feelings bymeasuring the neuroelectric brain activity through advancedhigh-resolution EEGmethodologies [1ndash8] Since last 10 yearsunsolved problems and questions related to the evaluationof economic transactions reached the neuroscience labsTherefore neuroscience researchers began to cooperate witheconomists in order to evaluate the brain activity during thegeneration of economic value judgments How cognitive neu-roscience could integrate the economic sciences on the basis

of these last decades of common research First cognitiveneuroscience deconstructs the picture of perfectly rationalhumans deliberating their choices by careful and rationallyweighted costs and benefits until a deliberative equilibriumis reached Although humans are definitely capable of con-scious deliberation many if not most economically relevantdecision processes are characterized by certain other featuressuch as automatic fast and effective cognitive processeswhich are not under direct volitional control [9] Second ashuman beings we are under the influence of unconsciousand finely tuned affective mechanisms which often play adecisive role in action [10ndash12]Third many of these processes

Hindawi Publishing CorporationComputational and Mathematical Methods in MedicineVolume 2014 Article ID 912981 12 pageshttpdxdoiorg1011552014912981

2 Computational and Mathematical Methods in Medicine

have been efficiently shaped by evolution in order to servesocial purposes [13ndash15] Thus decision-making and evalua-tion in economic contexts will be influenced by mechanismsdedicated to social interaction [16] Hence the incorpora-tion of neuroimaging into the decision-making sciences hasgenerated the interest not only of economists and academiccontexts but also of marketing professionals and companiesacting in themarket To now themost popular brain imagingmethod adopted in the neuromarketing field is the functionalmagnetic resonance image (fMRI) a techniquewhich returnsa sequence of well refined images of the cerebral activityby measuring the level of oxygen within the cerebral bloodflow [17ndash21] It is very well known that the hemodynamicmeasurements performed by fMRI are characterized by ahigh spatial resolution hence being capable of detectingactivations also in deep brain structures such as amygdala ornuclei accumbensHowever the lack of time resolution due tothe intrinsic nature of the measured hemodynamic cerebralsignals and the need for experimental subjects to stay in atube makes the fMRI unsuitable for this kind of researchespecially for the problem in to follow subsecond braindynamics Anyway there are other brain imaging techniquesthat allow to follow up on amillisecond base the brain activityduring the exposition to relevant marketing stimuli suchas electroencephalography (EEG) It is characterized by aspatial resolution of square centimeters but to overcome thisproblem high-resolution EEG method (hrEEG) has beendeveloped to enhance the poor spatial information contentof the EEG activity In such a way the brain activity with aspatial resolution of a square centimeter and the unsurpassedtime resolution of milliseconds can be detected [22 23]In addition EEG devices are also relatively inexpensiverobust and even easy wearable by the subject making suchtechnology be of deep interest for the evaluation ofmarketingstimuli in ldquoecologicrdquo paradigms (eg TV commercials pointof sales and supermarkets)

Nowadays researchers are attempting to investigate thesigns of the brain activity correlated with an increase ofattention memory and emotional engagement during theobservation of commercial advertisements [24 25] In factindirect variables of emotional processing could be gatheredby tracking variations of the activity of specific anatomicalstructures linked to the emotional processing activity inhumans such as the pre- and frontal cortex (PFC and FCresp [26]) The PFC is a cerebral region structurally andfunctionally heterogeneous but its role in the generation ofthe emotions is well recognized Specifically findings suggestthat the left PFC is an important brain area in a widespreadcircuit thatmediates appetitive approach while the right PFCappears to form a major component of a neural circuit thatinstantiates defensive withdrawal [26 27] In addition therole of the frontal areas in cognitive processes such as mem-ory and attention in complex tasks is verywell known [28 29]Moreover bymonitoring autonomic activity such as the heartrate (HR) and galvanic skin response (GSR) it is possible toassess the emotional state of the subject [30 31] In particularit was found that greater left-sided activation predicteddispositional tendencies toward approach whereas greaterright-sided asymmetry predicted dispositional tendencies

toward avoidance [32] In contrast the frontal asymmetrymeasure did not predict dispositional tendencies towardpositive or negative emotions suggesting an association offrontal asymmetry with approach-avoidance rather thanwithvalence Thus the emerging consensus appears to be thatfrontal EEG asymmetry primarily reflects levels of approachmotivation (left hemisphere) versus avoidance motivation(right hemisphere) More recently resting EEG self-reportmeasures of behavioral activation and inhibition system (BASand BIS) strength dispositional optimism and a measureof hedonic tone were collected and correlated with alphaasymmetry measures which yielded significant frontal andparietal asymmetry correlation patterns [33]

The way in which such amount of information from neu-roscience could be useful to marketing studies is suggestedby the well-known fact that at least the 70 of the newproducts launched worldwide (including cars shoes clothesetc) tested by traditional techniques with questionnairesor psychological interviews fail within the first six monthsThis happens simply because people do not say (or arenot able to say) the truth when interviewed as respect toproduct experience or TV commercials Thus the applica-tion of neuroscience-based methodologies really allows theresearchers to gain information related to the unconsciousand spontaneous reaction of the consumers in front of theproduct stimuli not available otherwise

In this scientific framework the object of our study wasto measure and analyze the brain activity and the emotionalengagement that occurs during an ldquoecologicrdquo observationof TV commercials by using EEG and autonomic variablessuch as HR e GSR The final goal was to link variationsof indicator based on these neurophysiological activitieswith cognitive and emotional reactions to the presentedTV ads For this purpose different cerebral indices havebeen used to summarize the performed measurements atthe level of subjects later used in the statistical analysis Inparticular we performed a gender analysis to investigate andcompare cerebral reactions of Men and Women during theobservation of specific TV commercials falling in severalcategories

In fact the experimental questions of the present studywere the following are there any particular EEG activities dis-criminating the levels of cognitive and emotional processingrelated to the observation of TV advertisements belongingto different commercial categories Are there any particularscenes of the video clips which were differently perceivedby Men and Women Is it possible to understand whichis the best perceived TV commercial between Women andMen Such questions were answered through the applica-tion of the EEG techniques in a case study Specificallywe recorded EEG GSR and HR of a group of Men andWomen while watching a series of TV advertisements whichhave been selected for belonging to several commercialcategories Thus we compare the percentage of spontaneousrecall and appreciation of such commercial categories forMen and Women The related neurophysiological indicesmeasuring cognitive and emotional processing are computedand compared between the two experimental groups andwithin particular scenes of interest of different video clips

Computational and Mathematical Methods in Medicine 3

Finally the comparison of two TV commercials belonging tothe same category will be performed

2 Methods

21 Experimental Paradigm The experimental subjectsenrolled in this experiment are asked to comfortably havea seat in front of a computer screen by means of whichwe present a documentary intermingled with severalcommercial breaks the target stimuli of the experimentDuring the video the electroencephalographic (EEG)electrocardiographic (ECG) and galvanic skin response(GSR) were collected from the subjects The signals gatheredduring the observation of the documentary will be usedto estimate the personal baseline activity for each oneof the EEG ECG and GSR variables estimated for theanalysis During the watching of the video subjects are notaware that an interview would be held within a couple ofhours from the end of the data recording They are simplytold to pay attention to what they will watch The videoconsisted in a documentary related to geography with theaim to elicit no particular emotional engagement After theneurophysiological recordings an interview is performedAt this stage the experimenter asks the subjects to recallspontaneously the commercial video clips they memorizedThen the experimenter verbally listed the sequence ofadvertisements presented within the documentary askingthe subjects to tell which advertisement they rememberSuccessively the experimenter showed on a paper severalframe sequences of each advertisement inserted in themovie Analogously the experimenter also showed severalpictures related to an equal number of advertisements thatwere not inserted in the commercial break (distractors) Thiswas done to provide the subjects with the same number ofdistractors when compared to the target pictures Finallythe experimenter asked subjects to give a score rangingbetween 1 and 10 according to the level of appreciationthey perceived during the observation of each rememberedad (1 lowly pleasant 5 indifferent 10 highly pleasant)Percentages of spontaneous recall have been standardizedthrough 119885-scores computed across values of the twelveTV commercials presented Pleasantness score of each TVcommercial has been standardized through 119885-scores usingmean and standard deviation of single subject ratings These119885-scores related to the spontaneous recalls and pleasantnessratings will be used to select two particular TV commercialsthat will be presented and analyzed in the following sections

For each subject a two-minute EEG segment related tothe observation of the documentary has been further takeninto account as baseline activity No specific question relatedto the documentary was asked during the interview

22 Subjects and Stimuli The whole experimental sampleis formed by 28 subjects (12 Women) Written informedconsent was obtained from each subject after the explanationof the studyThe procedure of the experimental task consistedin observing a twenty-minute long documentary in whichwe inserted two commercial breaks after five and fifteen

minutes from the beginning of the movie respectively Eachinterruption was formed by six commercial video clips of 3010158401015840length The TV commercials we use here for case study wereunknown to the subjects and they have been showed onlyonce during the experimentThey have been selected in orderto define six commercial categories Perfume ConsumptionBank Sport Telephone and Clothing Randomization ofthe occurrence of the all commercial videos within thedocumentary was made to remove the sequence factor aspossible confounding effect in the following analysis

The two specific advertisements that will be presentedand analyzed in the following sections belong to the Perfumecategory and are aired by Cartier and PradaThe plots of bothadvertisements have two lovers dancing on a floor as maincharacters To inspect the cerebral activity in particular framesegments of the two commercials they have been properlysegmented to define the following scenes Intro Dance FinalProduct and Brand as it is illustrated in Figures 1 and 2

The TV commercials can be observed at the followinglinks

Cartier httpwwwyoutubecomwatchv=D9yVNKEYlDU

Prada httpwwwyoutubecomwatchv=S 7fBn9enDE

The cerebral activities have been computed in and com-pared between the defined frame segments of the two TVcommercials

23 EEGRecordings and Signal Processing Thecerebral activ-ity was recorded by means of the Digital Brain Electric Activ-ityMappingKT88-2400 device (ContecMedical SystemsCoLtd) Informed consent was obtained from each subject afterexplanation of the study which was approved by the localinstitutional ethics committee Electrodes were arrangedaccording to the 10ndash20 International System Recordingswereinitially extracerebrally referred to and then converted to anaverage reference offline We collected the EEG activity ata sampling rate of 256Hz and the impedances were keptbelow 5 kΩ Each EEG trace was then converted into theEEGlab format in order to perform signal preprocessing suchas artefacts detection filtering and segmentation The EEGsignals have been band pass filtered at 2ndash30Hz and depuratedof ocular artefacts by using the independent componentanalysis (ICA) The EEG data have been rereferenced bycomputing the common average reference (CAR) Individualalpha frequency (IAF) has been calculated for each subject inorder to define four bands of interest according to themethodsuggested in the literature [29] Such bands were reported inthe following as IAF+119909 where IAF is the individual alphafrequency in Hertz and 119909 is an integer displacement in thefrequency domain which is employed to define the bandranges In particular we focused the present analysis on thefollowing frequency bands theta (IAF-6 IAF-2) that is in thefrequency band between IAF-6 and IAF-2Hz alpha (IAF-2IAF+2)


IntroDanceFinal

ProductBrand

Cartier

Figure 1 Frame sequence of the Cartier commercial for each second of the video clipThe underlying colors highlight the different scenes inwhich it is possible to divide the advertisement as the legend shows In such segments the average 119885-scores values for the estimated indiceswere computed

These EEG traces were then segmented to obtain the cere-bral activity during the observation of the TV commercialsand that associated with the documentary (baseline period)

24 Electrocardiographic Recordings and Signal ProcessingWe recorded the electrical cardiac activity from the left wristof all subjects in order to extract the heart rate signal Therecorded signal has been processed in order to computethe peak-to-peak distance from the R-waveform visible on

the ECG signal From this information we calculated theheart rate tachogram (HR) by computing the reciprocal ofthe previously defined peak-to-peak distance with in-houseMATLAB softwareTheHR signals of each subject have beenaveraged to obtain ameanwaveform to be compared betweenexperimental conditions

25 Galvanic Skin Response Recordings and Signal ProcessingThe galvanic skin response (GSR) has been recorded with


Prada

IntroDanceFinal

ProductBrand

Figure 2 Frame sequence of the Prada commercial for each second of the video clip The underlying colors highlight the different scenes inwhich it is possible to divide the advertisement as the legend shows In such segments the average 119885-scores values for the estimated indiceswere computed

the Neurobit Optima 4 system (Neurobit System Poland)with a sampling rate of 10Hz Skin conductance was recordedby the constant voltage method (05 V) Ag-AgCl electrodeswere attached to the palmar side of the middle phalanges ofthe second and third fingers of the subjectrsquos nondominanthand by means of a velcro fastener Before applying thesensors subjectsrsquo skin has been cleaned by the followingprocedures and suggestions published in the literature [33ndash35] GSR has been continuously acquired for the entireduration of the video and then filtered and segmented within-house MATLAB software We used a band pass filter with

a low cut-off frequency of 02Hz in order to split the phasiccomponent of the electrodermal activity from the tonic oneand a high cut-off frequency of 1Hz to filter out noise andsuppress artefacts caused by Ebbecke waves [36]

As explained in the previous section besides the auto-nomic activity of the subjects during the observations of thevideo clips we used a part of the documentary to estimatethemean and standard deviation of the electrodermal activityand the cardiac frequency rate signal in order to computetheir 119885-score variables These variables have been computedfor each TV spot analysed and subject recorded Specifically


Women versus men

Spontaneous recallAppreciation

2

1

0

minus1

minus2

Perf

ume

Con

sum

ptio

n

Bank

s

Spor

t

Telep

hone

Clot

hing

Z-s

core

Figure 3 The bar graph shows the difference of average 119885-scorevalues of percentage of spontaneous recalls (blue) and appreciation(red) between Women and Men in the six commercial categories ofanalysis Positive (negative) values indicate higher (lower) sponta-neous recall and appreciation for Women (Men)

the 119885-score variables have been computed for the toniccomponent of the GSR and for the HR signal

26 Memorization Index The EEG signal is filtered in thetheta band and for the subsequent computation only the leftfrontal channels have been selected From the neuroscientificpoint of view there is evidence that trace for successfulencoding of novel information can be detected by measuringan increase of EEG theta power from the left frontal cerebralregions [28 37 38] Of these channels we compute thespatial average through the following formulation definingthe Memorization Index

MI = 1119873119876

sum

119894isin119876

1199092

120579119894(119905) = Average Power

120579leftfrontal (1)

where 119909120579119894represents the 119894th EEG channel in the theta band

that has been recorded from the left frontal lobe In addition119876 is the set of left channels and119873

119876represents its cardinality

In such a way an increase of MI is related to an increaseof Memorization In the following we will refer to theMemorization Index as Memorization

27 Approach-Withdrawal Index In order to define anApproach-Withdrawal Index (AW) according to the theoryrelated to the earlier introduced EEG frontal asymmetrytheory [26] we computed such imbalance as differencebetween the average EEG power of right and left channelsThe formula we used is as follows

AW = 1119873119875

sum

119894isin119875

1199092

120572119894(119905) minus1

119873119876

sum

119894isin119876

1199102

120572119894(119905)

= Average Power120572rightfrontalminus Average Power

120572leftfrontal

(2)

where 119909120572119894and 119910

120572119894represent the 119894th EEG channel in the alpha

band that have been recorded from the right and left frontallobes respectively In addition 119875 and 119876 are the sets of rightchannels and left channels and 119873

119875and 119873

119876represent their

cardinality In such a way an increase of AW will be related

minus15

minus1

minus05

0

05

1

15

Men Women

Z-s

core

Perfume

MemorizationEmotion

Interest

Figure 4 Average 119885-score values related to the cerebral variablesof Memorization (blue) Emotion (red) and Interest (purple) forboth groups of Men (left) andWomen (right) The average 119885-scoresvalues refer to the observation of the two TV commercials Cartierand Prada belonging to the Perfume category

Women versus men

MemorizationEmotion

Interest

Cartier Prada

2

1

0

minus1

minus2

Z-s

core

Figure 5 Differences of average 119885-score values between Womenand Men of the cerebral indices of Memorization (blue) Emotion(red) and Interest (purple) for the twoTVcommercials Cartier (left)and Prada (right) Positive (negative) values indicate higher (lower)values of cerebral indices for Women (Men)

to an increase of interest and vice versa In such a way anincrease of AW will be related to an increase of interestand vice versa The AW signal of each subject has been 119885-score transformed and then averaged to obtain an averagewaveform In the following we will refer to the Approach-Withdrawal Index as Interest

28 Emotional Index The Emotional Index is defined bytaking into account the GSR and HR signals As far asthe construction of such variable is concerned we refer toeffects plane [39] where the coordinates of a point in thisspace are defined by the HR (horizontal axis) and the GSR(vertical axis) Several studies have highlighted that these twoautonomic parameters correlate with valence and arousalrespectively (see [40] for a review)

In order to have amonodimensional variable we describethe emotional state of a subject by defining the followingEmotional Index (EI)

EI = 1 minus120573

120587 (3)


Z-s

core

Memorization Cartier

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(a)

MenWomen

Memorization Prada

Z-s

core

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(b)

minus35

minus25

minus15

minus05

05

15

25

35

Intro Dance Final Product Brand All

Z-s

core


MenWomen

(c)

minus35

minus25

minus15

minus05

05

15

25

35

Intro Dance Final Product Brand AllZ

-sco

re

MenWomen

Memorization Prada

(d)

Figure 6 Representation of the variations of the Memorization Index for Cartier and Prada TV commercials for Women and Men ((a) and(b)) Time course of the average119885-scoreMemorization Index forWomen (light blue) andMen (dark blue) for the whole Cartier (a) and Prada(b) TV commercials ((c) and (d)) Average 119885-score values of the Memorization Index for the scenes of interest for Women (light blue) andMen (dark blue) for Cartier (c) and Prada (d) TV commercials

where

120573 =

3

2120587 + 120587 minus 120599 if GSR

119885ge 0 HR

119885le 0

120587

2minus 120599 otherwise

(4)

GSR119885 HR

119885represent the 119885-score variables of GSR

and HR respectively 120599 in radians is measured asarctang(HR

119885GSR119885) Therefore the angle 120573 is defined

in order to obtain the EI varying between [minus1 1] Accordingto (2) and (3) and the effect plane [39] negative (HR

119885lt 0)

and positive (HR119885gt 0) values of the EI are related to

negative and positive emotions respectively spanning thewhole effect plane In the following we will refer to theEmotional Index as Emotion

Such cerebral indices take into account that the stronginvolvement of frontal and prefrontal areas has been alreadyexperienced in previous studies performed with high reso-lution EEG functional connectivity and graph theory tools[41ndash47] as well as in higher cognitive tasks [48ndash50]

3 Results

31 Behavioral Results The recording of the neurometricresponse included the detection of the EEG signals and HRand GSR parameters on a sample of 28 subjects (22 plusmn 17years 12 female) The experimental group has been divided

and analyzed by gender Particularly we took into account thegroups ofWomen (21plusmn17 years) andMen (2167plusmn161 years)The 119885-score values of percentage of spontaneous recalls andappreciation have been computed for each subject and TVcommercial and averaged into the six categories of analysisFigure 3 shows the difference of119885-score betweenWomen andMen for spontaneous recall and appreciation

The picture shows the differences related to the per-centages of spontaneous recall and appreciation between thegroups of Women and Men Values are represented in 119885-score From the bar graph we can notice that the largest dif-ference between the two genders is related to the observationof TV commercials belonging to the Perfume category bothfor spontaneous recalls and appreciation Particularly theresult is a higher percentage forWomen for both spontaneousrecalls and appreciation in this category (spontaneous recall119885women = 031 119885men = minus154 appreciation 119885women = 042119885men = minus149)

In the following we will analyze the cerebral variablesrelated to the memorization interest and emotion forthe Perfume category and for the two commercial videoscomprising it Cartier and Prada by performing a compar-ison between gender and between video clips respectively

32 Neuroelectrical Results By analysing the cerebralindices of Memorization Interest and Emotion for the two


Z-s

core

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

MenWomen

Interest Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Interest Prada

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

Interest Cartier

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Interest Prada

(d)

Figure 7 Representation of the variations of the Approach-Withdrawal Index for Cartier and Prada TV commercials for Women and Men((a) and (b)) Time course of the average119885-score Approach-Withdrawal Index forWomen (light purple) andMen (dark purple) for the wholeCartier (a) and Prada (b) TV commercials ((c) and (d)) Average 119885-score values of the Approach-Withdrawal Index for the scenes of interestfor Women (light purple) and Men (dark purple) for Cartier (c) and Prada (d) TV commercials

commercial advertisements Cartier and Prada belongingto the Perfume category we observed a different patternof activation between the two experimental groups asreported in Figure 4 In particular the average values of theMemorization between Women and Men do not presenthigh difference being both negative and close to minus1 Menshow negative values for both Emotion and Interest whereasthe cerebral activity of Women is characterized by positivevalues for both Emotion and Interest

In order to deeper investigate the gender difference dur-ing the observation of commercials related to perfumes wewill show a between gender 119885-score analysis for Cartier andPrada video clips and a between spot119885-score comparison forthe two genders All the cerebral variables of MemorizationEmotion and Interest have been taken into account

33 Gender Analysis By analysing the variations of thecerebral indices for the two commercials separately we canobserve that the two groups react differently to the observa-tion of the video clips Specifically Women present highervalues for all the cerebral variables to theCartier TV spotwithrespect toMen Results are illustrated in Figure 5The highestdifference is for the Emotion (119885women = 191 119885men = minus006)The second TV commercial Prada returned higher values ofMemorization and Emotion forMen although the incrementof Interest still regards Women

Since the presented values relate to the observation ofthe whole video clips in the following figures we presentthe values of the cerebral variables within several scenes ofinterest defined in Section 2 Vertical axes are fixed acrossfigures in order to highlight differences of variations amongMemorization Emotion and Interest

Figure 6 illustrates the average 119885-score values of Mem-orization for Women and Men for both Cartier and PradaTV commercials By analysing the TV spot by Cartier we canobserve that Men show a decrease of Memorization for thescenes related to the Intro and Dance (119885intro men = minus236119885dance men = minus228) Conversely Women present low valuesof 119885-scores in all scene segments of interest closer to zeroOverall for both Men and Women Cartier elicited values ofMemorization negative or very close to zero Instead Pradareturned high values of Memorization for Men in the Finalscene (119885final men = 211) whereas Women show a decrease ofMemorization in the Intro (119885intro women = minus329)

Figure 7 illustrates the average 119885-score values of Inter-est for Women and Men for both Cartier and Prada TVcommercials By analysing Cartier the value of Interest forWomen across the whole commercial is positive and higherthan Men However they present particular scenes in whichInterest is negative and lower than Men such as Productand Brand exposition (119885product women = minus217 119885brand women =minus261) By comparing Women and Men segment values


Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Prada

(b)

Emotion Cartier

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

(c)

Emotion Prada

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

(d)

Figure 8 Representation of the variations of the Emotional Index for Cartier and Prada TV commercials for Women andMen ((a) and (b))Time course of the average 119885-score Emotional Index for Women (light red) and Men (dark red) for the whole Cartier (a) and Prada (b) TVcommercials ((c) and (d)) Average 119885-score values of the Emotional Index for the scenes of interest for Women (light red) and Men (darkred) for Cartier (c) and Prada (d) TV commercials

within the Cartier clip we can observe that there are severalsegments in which Interest is lower for Women with respectto Men such as Intro Product and Brand (119885diff intro = minus249119885diff product = minus219 119885diff brand = minus284) whereas it ishigher during Dance (119885diff dance = 252) As to Prada Menpresent high values of Interest for Intro and Final (119885intro men =424 119885final men = 237) whereas Women returned Interestvalues close to zero By comparing the values of the segmentsbetween the two genders we find that Interest is higher forMen in Intro and Final (119885diff intro = minus253 119885diff final =minus257) whereas it is higher for Women in Brand (119885diff brand =243)

Figure 8 illustrates the average119885-score values of Emotionfor Women and Men for both Cartier and Prada TV com-mercials As to Cartier Emotion value for Women is higherduring Intro (119885intro women = 229) whereas it does not emergeany increase or decrease of fluctuation of Emotion for MenIn addition by comparing the values of Emotion betweenthe two groups we find that Women present higher valuesof Emotion with respect to Men for segments of Intro andDance (119885diff intro = 284 119885diff dance = 212) As to Pradaall values of Emotion are negative or close to zero both forWomen and Men In particular Women show a decrease ofEmotion during the Intro (119885intro women = minus204) whereasthere is no variation among scenes for Men However bycomparing Emotion among segments we find that Womenpresent lower values during the Dance (119885diff dance = minus196)

34 Comparison of TV Commercials In Figure 9 we aregoing to present the difference of average 119885-score valuesof Memorization Interest and Emotion for both Womenand Men between Cartier and Prada In particular panelA presents differences of cerebral variables between Cartierand Prada for both Women and Men For this graph barit is possible to observe that Cartier elicited higher level ofEmotion for Women (EmoWomen 119885cartier minus 119885prada = 339)whereas there is no deviation from zero for Men in all vari-ables Additional panels highlight difference in the cerebralvariables in the specific scenes of the two TV commercialsAs to Memorization (Figure 9(b)) Prada elicited high valuesfor both Women and Men in the Final scene (119885final women =minus248 119885final men = minus318) while the Intro returned highvalue for Cartier only for Women (119885intro women = 2491) Asto Interest (Figure 9(c)) we can observe that the Intro byPrada is characterized by higher values both for Women andMen (119885intro men = minus247 119885intro women = minus244) whereas thesame commercial returns higher value for Women duringProduct and Brand (119885product women = minus197 119885brand women =minus397) and the Final scene for Men (119885final men = minus275)There is no increment of Interest for Cartier with respect toPrada As to Emotion (Figure 9(d)) Cartier elicited highervalues for Women during the Intro Dance and across thewhole video clip (119885intro women = 433 119885dance women = 372119885all women = 305) No deviation from zero for Men betweenthe two commercials


minus15

minus05

05

15

25

35

Women Men

Z-s

core

Cartier versus Prada

MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core

Cartier versus Prada-mem

(b)

minus5

minus3

minus1

1

3

5

Z-s

core

Cartier versus Prada-int

Intro Dance Final Product Brand

MenWomen

(c)

MenWomen

Cartier versus Prada-emo

minus5

minus3

minus1

1

3

5


Z-s

core

(d)

Figure 9 (a) Difference of average 119885-score values for the cerebral indices of Memorization (blue) Emotion (red) and Interest (purple)between Cartier and Prada TV commercials for both Men (right) andWomen (left) ((b) (c) and (d)) Differences of Memorization Interestand Emotion across scenes of interest for Women (light colors) and Men (dark colors)

4 Discussion

Behavioral data in terms of spontaneous recall and apprecia-tion returned that the highest difference betweenWomen andMen is related to the observation of two TV advertisementsbelonging to the category of Perfume In particular Womenexhibit higher percentage of spontaneous recall and level ofappreciation with respect to Men

The level of Memorization of the two TV commercialsanalyzed is low for both Women and Men and there is novariation between the two groups The values of Memoriza-tion for Cartier and Prada result lower that the ones of theother commercial categories As to Emotion we observedthat Women are more engaged during some introductivescenes of the spot by Cartier but less for Prada In particularthe Dance scene of Cartier gives more emotion for Womenwhile the Dance scene of Prada gives more emotion toMen The cerebral variable related to the Interest presentsa variegated pattern because there are different catchingscenes both for Women and Men depending on the TVcommercial By comparing the cerebral variables between thetwo commercials we observed that there are no differencesof emotion between the two commercials for Men whereasWomenweremore engaged during the observation of Cartiervideo clip Conversely the advertisement by Prada returned

higher values of Memorization and Interest for both Womenand Men

Overall the biometric EEG HR and GSR recordingsreturned neurometric indexes linked to the variation of theMemorization Interest and emotional involvement of thetwo experimental groups Variation of such indices alongwith the adopted time segments returned information aboutthe ads perception scene by scene on the total sample ofrecorded subjects and on subsamples of such group Thisinformation may be analyzed by providing interesting indi-cations about the efficacy of the different frame sequences orobserving original insights related to cognitive and emotionalvariables Also these tools could provide a rational schemauseful to guide a reduction of the ads in time which isoften implemented in advertising campaigns after the firstdetailed creative production by pointing out the most (less)performing scenes which could be preserved (cut) by apossible time-frame reduction Such time reduction could bespecifically performed and differently adapted to Men andWomen [51]

Nowadays marketers are excited about the use of brainimaging for marketing purposes First they hope thatneuroimaging may help to refine the possibilities of market-ing research improving an efficient trade-off between costsand benefits This hope is based on the assumptions that


people cannot fully articulate their preferences when askedto express them explicitly and that consumersrsquo brains containhidden information about their true preferences Suchhiddeninformation could respecting the more recent neurosciencetheory be used to better understand their buying behaviourand meet their needs Thus the cost of performing neu-roimaging studies would be outweighed by the benefit ofimproved product design and increased sales In theory atleast brain imaging could illuminate not only what peoplelike but also what they will buy Thus far this presentedapproach to neuromarketing has focused on this postdesignapplication in particular on measuring the effectiveness ofadvertising campaigns Particularly we showed that thereare results suggesting that it is possible to differentiate thecommunication according to the gender of the analyzed pop-ulation Properly designing and broadcasting two differentversions of marketing communication will help to enhancethe efficacy and the quality of the message Moreover anobjective method for reducing the time length of the TVcommercial will help the videomakers to have a rational basisfor cutting ineffective scenes and hopefully to create newmore appealing TV commercials Thus while the emotionaland cerebral ldquoengagingrdquo of the video clip is preserved the costof airing the video clip could be reduced saving some moneyby getting the same efficacy (or even more) than in the 3010158401015840version

Moreover neuromarketing research can be implementedeven before a product exists because the assumption thatneuroimaging data would give a more accurate indicationof the underlying preferences than standard market researchstudies may be really useful avoiding expensive mistakesIf this is indeed the case product concepts could be testedrapidly and those that are not promising were eliminatedearly in the process This would allow more efficient alloca-tion of resources to develop only promising products

Conflict of Interests

The authors declare that there is no conflict of interestsregarding the publication of this paper

Acknowledgment

This work was partially supported by a grant of the ItalianMinister of Foreign Affairs ldquoNeuropredictorrdquo between Italyand China

References

[1] C Babiloni F Babiloni F Carducci et al ldquoMapping of early andlate human somatosensory evoked brain potentials to phasicgalvanic painful stimulationrdquo Human Brain Mapping vol 12no 3 pp 168ndash179 2001

[2] C Babiloni F Babiloni F Carducci et al ldquoHuman brain oscil-latory activity phase-locked to painful electrical stimulations amulti-channel EEG studyrdquo Human Brain Mapping vol 15 no2 pp 112ndash123 2002

[3] C Babiloni F Babiloni F Carducci et al ldquoHuman corticalEEG rhythms during long-term episodic memory task A high-resolution EEG study of the HERAmodelrdquoNeuroImage vol 21no 4 pp 1576ndash1584 2004

[4] G Borghini L Astolfi G Vecchiato D Mattia and F BabilonildquoMeasuring neurophysiological signals in aircraft pilots andcar drivers for the assessment of mental workload fatigue anddrowsinessrdquo Neuroscience and Biobehavioral Reviews 2012

[5] F Cincotti D Mattia F Aloise et al ldquoHigh-resolution EEGtechniques for brain-computer interface applicationsrdquo Journalof Neuroscience Methods vol 167 no 1 pp 31ndash42 2008

[6] A B Usakli S Gurkan F Aloise G Vecchiato and F BabilonildquoOn the use of electrooculogram for efficient human computerinterfacesrdquo Computational Intelligence and Neuroscience vol2010 Article ID 135629 5 pages 2010

[7] M Zavaglia L Astolfi F Babiloni and M Ursino ldquoA neuralmass model for the simulation of cortical activity estimatedfrom high resolution EEG during cognitive or motor tasksrdquoJournal of Neuroscience Methods vol 157 no 2 pp 317ndash3292006

[8] J G Taylor and N F Fragopanagos ldquoThe interaction ofattention and emotionrdquoNeural Networks vol 18 no 4 pp 353ndash369 2005

[9] J A Bargh and T L Chartrand ldquoThe unbearable automaticityof beingrdquoTheAmerican Psychologist vol 54 no 7 pp 462ndash4791999

[10] A R Damasio H Damasio and Y Christen Neurobiology ofDecision-Making vol 1st Springer New York NY USA 1996

[11] R J Davidson P Ekman C D Saron J A Senulis and W VFriesen ldquoApproach-withdrawal and cerebral asymmetry Emo-tional expression and brain physiology Irdquo Journal of Personalityand Social Psychology vol 58 no 2 pp 330ndash341 1990

[12] J Panksepp Affective Neuroscience The Foundations of Humanand Animal Emotions Oxford University Press New York NYUSA 1st edition 2004

[13] R Adolphs ldquoCognitive neuroscience of human socialbehaviourrdquo Nature Reviews Neuroscience vol 4 no 3 pp165ndash178 2003

[14] L Brothers ldquoThe social brain a project for integrating primatebehavior and neurophysiology in a new domainrdquo Concepts inNeuroscience vol 1 pp 27ndash51 1990

[15] J T Cacioppo Foundations in Social Neuroscience The MITPress 2002

[16] S Braeutigam S P R Rose S J Swithenby and T Ambler ldquoThedistributed neuronal systems supporting choice-making in real-life situations differences between men and women whenchoosing groceries detected using magnetoencephalographyrdquoThe European Journal of Neuroscience vol 20 no 1 pp 293ndash302 2004

[17] S Huettel A Song and G McCarthy Functional MagneticResonance Imaging Sinauer Sunderland Mass USA 2004

[18] S Ogawa T M Lee A R Kay and D W Tank ldquoBrainmagnetic resonance imaging with contrast dependent on bloodoxygenationrdquo Proceedings of the National Academy of Sciencesof the United States of America vol 87 no 24 pp 9868ndash98721990

[19] K Uludag D J Dubowitz E J Yoder K Restom T T Liuand R B Buxton ldquoCoupling of cerebral blood flow and oxygenconsumption during physiological activation and deactivationmeasured with fMRIrdquo NeuroImage vol 23 no 1 pp 148ndash1552004


[20] N K Logothetis ldquoWhat we can do and what we cannot do withfMRIrdquo Nature vol 453 no 7197 pp 869ndash878 2008

[21] A Ekstrom ldquoHow and when the fMRI BOLD signal relates tounderlying neural activity the danger in dissociationrdquo BrainResearch Reviews vol 62 no 2 pp 233ndash244 2010

[22] F Babiloni D Mattia C Babiloni et al ldquoMultimodal inte-gration of EEG MEG and fMRI data for the solution of theneuroimage puzzlerdquo Magnetic Resonance Imaging vol 22 no10 pp 1471ndash1476 2004

[23] G Vecchiato F de Vico Fallani L Astolfi et al ldquoThe issue ofmultiple univariate comparisons in the context of neuroelectricbrain mapping an application in a neuromarketing experi-mentrdquo Journal of Neuroscience Method vol 191 no 2 pp 283ndash289 2010

[24] G Vecchiato L Astolfi F D V Fallani et al ldquoChanges in brainactivity during the observation of TV commercials by usingEEG GSR and HR measurementsrdquo Brain Topography vol 23no 2 pp 165ndash179 2010

[25] D D Langleben J W Loughead K Ruparel et al ldquoReducedprefrontal and temporal processing and recall of high ldquosensationvaluerdquo adsrdquo NeuroImage vol 46 no 1 pp 219ndash225 2009

[26] R J Davidson ldquoWhat does the prefrontal cortex ldquodordquo in affectperspectives on frontal EEG asymmetry researchrdquo BiologicalPsychology vol 67 no 1-2 pp 219ndash233 2004

[27] M Balconi E Brambilla and L Falbo ldquoAppetitive vs defensiveresponses to emotional cues Autonomic measures and brainoscillation modulationrdquo Brain Research vol 1296 pp 72ndash842009

[28] MWerkle-Bergner VMuller S Li and U Lindenberger ldquoCor-tical EEG correlates of successful memory encoding implica-tions for lifespan comparisonsrdquoNeuroscience and BiobehavioralReviews vol 30 no 6 pp 839ndash854 2006

[29] W Klimesch ldquoEEG alpha and theta oscillations reflect cogni-tive and memory performance a review and analysisrdquo BrainResearch Reviews vol 29 no 2-3 pp 169ndash195 1999

[30] N Montano A Porta C Cogliati et al ldquoHeart rate variabilityexplored in the frequency domain a tool to investigate the linkbetween heart and behaviorrdquo Neuroscience and BiobehavioralReviews vol 33 no 2 pp 71ndash80 2009

[31] H D Critchley ldquoElectrodermal responses what happens in thebrainrdquo Neuroscientist vol 8 no 2 pp 132ndash142 2002

[32] S K Sutton and R J Davidson ldquoPrefrontal brain asymmetrya biological substrate of the behavioral approach and inhibitionsystemsrdquo Psychological Science vol 8 no 3 pp 204ndash210 1997

[33] V de Pascalis G Cozzuto G V Caprara and G AlessandrildquoRelations among EEG-alpha asymmetry BISBAS and dispo-sitional optimismrdquo Biological Psychology vol 94 no 1 pp 198ndash209 2013

[34] D C Fowles M J Christie R Edelberg W W Grings DT Lykken and P H Venables ldquoPublication recommendationsfor electrodermal measurementsrdquo Psychophysiology vol 18 pp232ndash239 1981

[35] P H Venables ldquoAutonomic activityrdquo Annals of the New YorkAcademy of Sciences vol 620 pp 191ndash207 1991

[36] W Boucsein Electrodermal Activity Springer New York NYUSA 1st edition 1992

[37] C Summerfield and J A Mangels ldquoCoherent theta-bandEEG activity predicts item-context binding during encodingrdquoNeuroImage vol 24 no 3 pp 692ndash703 2005

[38] J A Russell and L F Barrett ldquoCore affect prototypical emo-tional episodes and other things called emotion dissecting the

elephantrdquo Journal of Personality and Social Psychology vol 76no 5 pp 805ndash819 1999

[39] I B Mauss and M D Robinson ldquoMeasures of emotion areviewrdquoCognition and Emotion vol 23 no 2 pp 209ndash237 2009

[40] L Astolfi F de Vico Fallani F Cincotti et al ldquoNeural basisfor brain responses to TV commercials a high-resolution EEGstudyrdquo IEEE Transactions on Neural Systems and RehabilitationEngineering vol 16 no 6 pp 522ndash531 2008

[41] L Astolfi G Vecchiato F De Vico Fallani et al ldquoThe track ofbrain activity during the observation of tv commercials with thehigh-resolution eeg technologyrdquoComputational Intelligence andNeuroscience vol 2009 Article ID 652078 7 pages 2009

[42] F D V Fallani L D F Costa F A Rodriguez et al ldquoA graph-theoretical approach in brain functional networks Possibleimplications in EEG studiesrdquoNonlinear Biomedical Physics vol4 no 1 article 8 2010

[43] J Toppi F Babiloni G Vecchiato et al ldquoTesting the asymptoticstatistic for the assessment of the significance of Partial DirectedCoherence connectivity patternsrdquo in Proceedings of the IEEEAnnual International Conference of Engineering inMedicine andBiology Society (EMBC rsquo11) pp 5016ndash5019 Boston Mass USA2011

[44] J Toppi F de Vico Fallani G Vecchiato et al ldquoHow thestatistical validation of functional connectivity patterns canprevent erroneous definition of small-world properties of abrain connectivity networkrdquo Computational and MathematicalMethods inMedicine vol 2012 Article ID 130985 13 pages 2012

[45] G Vecchiato J Toppi L Astolfi et al ldquoSpectral EEG frontalasymmetries correlate with the experienced pleasantness of TVcommercial advertisementsrdquo Medical amp Biological Engineeringamp Computing vol 49 no 5 pp 579ndash583 2011

[46] G Vecchiato L Astolfi F de Vico Fallani et al ldquoOn the Use ofEEG or MEG brain imaging tools in neuromarketing researchrdquoComputational Intelligence and Neuroscience vol 2011 ArticleID 643489 12 pages 2011

[47] G Vecchiato W Kong A G Maglione and D Wei ldquoUnder-standing the impact of TV commercials electrical neuroimag-ingrdquo IEEE Pulse vol 3 no 3 pp 42ndash47 2012

[48] A B Usakli S Gurkan F Aloise G Vecchiato and F BabilonildquoA hybrid platform based on EOG and EEG signals to restorecommunication for patients afflicted with progressive motorneuron diseasesrdquo Proceedings of the Annual International Con-ference of the IEEE Engineering in Medicine and Biology Societyvol 2009 pp 543ndash546 2009

[49] G Borghini G Vecchiato J Toppi et al ldquoAssessment of mentalfatigue during car driving by using high resolution EEG activityand neurophysiologic indicesrdquo inProceedings of the 34thAnnualInternational Conference of the IEEE Engineering in Medicineand Biology Society (EMBS rsquo12) pp 6442ndash6445 San DiegoCalif USA September 2012

[50] L Astolfi J Toppi F De Vico Fallani et al ldquoImaging thesocial brain by simultaneous hyperscanning during subjectinteractionrdquo IEEE Intelligent Systems vol 26 no 5 pp 38ndash452011

[51] G Vecchiato P Cherubino A Trettel and F Babiloni Neu-roelectrical Brain Imaging Tools for the Study of the Efficacyof Advertising Stimuli Biosystems amp Biorobotics SpringerInternational edited by E Guglielmelli

Submit your manuscripts athttpwwwhindawicom

Stem CellsInternational

Hindawi Publishing Corporationhttpwwwhindawicom Volume 2014


MEDIATORSINFLAMMATION

of


Behavioural Neurology

EndocrinologyInternational Journal of



Disease Markers


BioMed Research International

OncologyJournal of



Oxidative Medicine and Cellular Longevity


PPAR Research

The Scientific World JournalHindawi Publishing Corporation httpwwwhindawicom Volume 2014

Immunology ResearchHindawi Publishing Corporationhttpwwwhindawicom Volume 2014

Journal of

ObesityJournal of



Computational and Mathematical Methods in Medicine

OphthalmologyJournal of


Diabetes ResearchJournal of



Research and TreatmentAIDS


Gastroenterology Research and Practice


Parkinsonrsquos Disease

Evidence-Based Complementary and Alternative Medicine

Volume 2014Hindawi Publishing Corporationhttpwwwhindawicom


have been efficiently shaped by evolution in order to servesocial purposes [13ndash15] Thus decision-making and evalua-tion in economic contexts will be influenced by mechanismsdedicated to social interaction [16] Hence the incorpora-tion of neuroimaging into the decision-making sciences hasgenerated the interest not only of economists and academiccontexts but also of marketing professionals and companiesacting in themarket To now themost popular brain imagingmethod adopted in the neuromarketing field is the functionalmagnetic resonance image (fMRI) a techniquewhich returnsa sequence of well refined images of the cerebral activityby measuring the level of oxygen within the cerebral bloodflow [17ndash21] It is very well known that the hemodynamicmeasurements performed by fMRI are characterized by ahigh spatial resolution hence being capable of detectingactivations also in deep brain structures such as amygdala ornuclei accumbensHowever the lack of time resolution due tothe intrinsic nature of the measured hemodynamic cerebralsignals and the need for experimental subjects to stay in atube makes the fMRI unsuitable for this kind of researchespecially for the problem in to follow subsecond braindynamics Anyway there are other brain imaging techniquesthat allow to follow up on amillisecond base the brain activityduring the exposition to relevant marketing stimuli suchas electroencephalography (EEG) It is characterized by aspatial resolution of square centimeters but to overcome thisproblem high-resolution EEG method (hrEEG) has beendeveloped to enhance the poor spatial information contentof the EEG activity In such a way the brain activity with aspatial resolution of a square centimeter and the unsurpassedtime resolution of milliseconds can be detected [22 23]In addition EEG devices are also relatively inexpensiverobust and even easy wearable by the subject making suchtechnology be of deep interest for the evaluation ofmarketingstimuli in ldquoecologicrdquo paradigms (eg TV commercials pointof sales and supermarkets)

Nowadays researchers are attempting to investigate thesigns of the brain activity correlated with an increase ofattention memory and emotional engagement during theobservation of commercial advertisements [24 25] In factindirect variables of emotional processing could be gatheredby tracking variations of the activity of specific anatomicalstructures linked to the emotional processing activity inhumans such as the pre- and frontal cortex (PFC and FCresp [26]) The PFC is a cerebral region structurally andfunctionally heterogeneous but its role in the generation ofthe emotions is well recognized Specifically findings suggestthat the left PFC is an important brain area in a widespreadcircuit thatmediates appetitive approach while the right PFCappears to form a major component of a neural circuit thatinstantiates defensive withdrawal [26 27] In addition therole of the frontal areas in cognitive processes such as mem-ory and attention in complex tasks is verywell known [28 29]Moreover bymonitoring autonomic activity such as the heartrate (HR) and galvanic skin response (GSR) it is possible toassess the emotional state of the subject [30 31] In particularit was found that greater left-sided activation predicteddispositional tendencies toward approach whereas greaterright-sided asymmetry predicted dispositional tendencies

toward avoidance [32] In contrast the frontal asymmetrymeasure did not predict dispositional tendencies towardpositive or negative emotions suggesting an association offrontal asymmetry with approach-avoidance rather thanwithvalence Thus the emerging consensus appears to be thatfrontal EEG asymmetry primarily reflects levels of approachmotivation (left hemisphere) versus avoidance motivation(right hemisphere) More recently resting EEG self-reportmeasures of behavioral activation and inhibition system (BASand BIS) strength dispositional optimism and a measureof hedonic tone were collected and correlated with alphaasymmetry measures which yielded significant frontal andparietal asymmetry correlation patterns [33]

The way in which such amount of information from neu-roscience could be useful to marketing studies is suggestedby the well-known fact that at least the 70 of the newproducts launched worldwide (including cars shoes clothesetc) tested by traditional techniques with questionnairesor psychological interviews fail within the first six monthsThis happens simply because people do not say (or arenot able to say) the truth when interviewed as respect toproduct experience or TV commercials Thus the applica-tion of neuroscience-based methodologies really allows theresearchers to gain information related to the unconsciousand spontaneous reaction of the consumers in front of theproduct stimuli not available otherwise

In this scientific framework the object of our study wasto measure and analyze the brain activity and the emotionalengagement that occurs during an ldquoecologicrdquo observationof TV commercials by using EEG and autonomic variablessuch as HR e GSR The final goal was to link variationsof indicator based on these neurophysiological activitieswith cognitive and emotional reactions to the presentedTV ads For this purpose different cerebral indices havebeen used to summarize the performed measurements atthe level of subjects later used in the statistical analysis Inparticular we performed a gender analysis to investigate andcompare cerebral reactions of Men and Women during theobservation of specific TV commercials falling in severalcategories

In fact the experimental questions of the present studywere the following are there any particular EEG activities dis-criminating the levels of cognitive and emotional processingrelated to the observation of TV advertisements belongingto different commercial categories Are there any particularscenes of the video clips which were differently perceivedby Men and Women Is it possible to understand whichis the best perceived TV commercial between Women andMen Such questions were answered through the applica-tion of the EEG techniques in a case study Specificallywe recorded EEG GSR and HR of a group of Men andWomen while watching a series of TV advertisements whichhave been selected for belonging to several commercialcategories Thus we compare the percentage of spontaneousrecall and appreciation of such commercial categories forMen and Women The related neurophysiological indicesmeasuring cognitive and emotional processing are computedand compared between the two experimental groups andwithin particular scenes of interest of different video clips



2 Methods












IntroDanceFinal

ProductBrand

Cartier







Prada

IntroDanceFinal

ProductBrand






Women versus men


2

1

0

minus1

minus2

Perf

ume

Con

sum

ptio

n

Bank

s

Spor

t

Telep

hone

Clot

hing

Z-s

core




MI = 1119873119876

sum

119894isin119876

1199092

120579119894(119905) = Average Power







AW = 1119873119875

sum

119894isin119875

1199092

120572119894(119905) minus1

119873119876

sum

119894isin119876

1199102

120572119894(119905)


120572leftfrontal

(2)

where 119909120572119894and 119910



119875and 119873



minus15

minus1

minus05

0

05

1

15

Men Women

Z-s

core

Perfume

MemorizationEmotion

Interest


Women versus men

MemorizationEmotion

Interest

Cartier Prada

2

1

0

minus1

minus2

Z-s

core





EI = 1 minus120573

120587 (3)


Z-s

core


MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(a)

MenWomen

Memorization Prada

Z-s

core

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core


MenWomen

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Memorization Prada

(d)


where

120573 =

3

2120587 + 120587 minus 120599 if GSR

119885ge 0 HR

119885le 0

120587


(4)

GSR119885 HR





119885lt 0)




3 Results







Z-s

core

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

MenWomen

Interest Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Interest Prada

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

Interest Cartier

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Interest Prada

(d)









Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Prada

(b)

Emotion Cartier

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

(c)

Emotion Prada

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

(d)






minus15

minus05

05

15

25

35

Women Men

Z-s

core


MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core


(b)

minus5

minus3

minus1

1

3

5

Z-s

core



MenWomen

(c)

MenWomen


minus5

minus3

minus1

1

3

5


Z-s

core

(d)


4 Discussion











Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of


















2 Methods












IntroDanceFinal

ProductBrand

Cartier







Prada

IntroDanceFinal

ProductBrand






Women versus men


2

1

0

minus1

minus2

Perf

ume

Con

sum

ptio

n

Bank

s

Spor

t

Telep

hone

Clot

hing

Z-s

core




MI = 1119873119876

sum

119894isin119876

1199092

120579119894(119905) = Average Power







AW = 1119873119875

sum

119894isin119875

1199092

120572119894(119905) minus1

119873119876

sum

119894isin119876

1199102

120572119894(119905)


120572leftfrontal

(2)

where 119909120572119894and 119910



119875and 119873



minus15

minus1

minus05

0

05

1

15

Men Women

Z-s

core

Perfume

MemorizationEmotion

Interest


Women versus men

MemorizationEmotion

Interest

Cartier Prada

2

1

0

minus1

minus2

Z-s

core





EI = 1 minus120573

120587 (3)


Z-s

core


MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(a)

MenWomen

Memorization Prada

Z-s

core

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core


MenWomen

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Memorization Prada

(d)


where

120573 =

3

2120587 + 120587 minus 120599 if GSR

119885ge 0 HR

119885le 0

120587


(4)

GSR119885 HR





119885lt 0)




3 Results







Z-s

core

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

MenWomen

Interest Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Interest Prada

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

Interest Cartier

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Interest Prada

(d)









Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Prada

(b)

Emotion Cartier

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

(c)

Emotion Prada

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

(d)






minus15

minus05

05

15

25

35

Women Men

Z-s

core


MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core


(b)

minus5

minus3

minus1

1

3

5

Z-s

core



MenWomen

(c)

MenWomen


minus5

minus3

minus1

1

3

5


Z-s

core

(d)


4 Discussion











Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of

















IntroDanceFinal

ProductBrand

Cartier







Prada

IntroDanceFinal

ProductBrand






Women versus men


2

1

0

minus1

minus2

Perf

ume

Con

sum

ptio

n

Bank

s

Spor

t

Telep

hone

Clot

hing

Z-s

core




MI = 1119873119876

sum

119894isin119876

1199092

120579119894(119905) = Average Power







AW = 1119873119875

sum

119894isin119875

1199092

120572119894(119905) minus1

119873119876

sum

119894isin119876

1199102

120572119894(119905)


120572leftfrontal

(2)

where 119909120572119894and 119910



119875and 119873



minus15

minus1

minus05

0

05

1

15

Men Women

Z-s

core

Perfume

MemorizationEmotion

Interest


Women versus men

MemorizationEmotion

Interest

Cartier Prada

2

1

0

minus1

minus2

Z-s

core





EI = 1 minus120573

120587 (3)


Z-s

core


MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(a)

MenWomen

Memorization Prada

Z-s

core

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core


MenWomen

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Memorization Prada

(d)


where

120573 =

3

2120587 + 120587 minus 120599 if GSR

119885ge 0 HR

119885le 0

120587


(4)

GSR119885 HR





119885lt 0)




3 Results







Z-s

core

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

MenWomen

Interest Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Interest Prada

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

Interest Cartier

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Interest Prada

(d)









Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Prada

(b)

Emotion Cartier

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

(c)

Emotion Prada

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

(d)






minus15

minus05

05

15

25

35

Women Men

Z-s

core


MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core


(b)

minus5

minus3

minus1

1

3

5

Z-s

core



MenWomen

(c)

MenWomen


minus5

minus3

minus1

1

3

5


Z-s

core

(d)


4 Discussion











Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of

















Prada

IntroDanceFinal

ProductBrand






Women versus men


2

1

0

minus1

minus2

Perf

ume

Con

sum

ptio

n

Bank

s

Spor

t

Telep

hone

Clot

hing

Z-s

core




MI = 1119873119876

sum

119894isin119876

1199092

120579119894(119905) = Average Power







AW = 1119873119875

sum

119894isin119875

1199092

120572119894(119905) minus1

119873119876

sum

119894isin119876

1199102

120572119894(119905)


120572leftfrontal

(2)

where 119909120572119894and 119910



119875and 119873



minus15

minus1

minus05

0

05

1

15

Men Women

Z-s

core

Perfume

MemorizationEmotion

Interest


Women versus men

MemorizationEmotion

Interest

Cartier Prada

2

1

0

minus1

minus2

Z-s

core





EI = 1 minus120573

120587 (3)


Z-s

core


MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(a)

MenWomen

Memorization Prada

Z-s

core

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core


MenWomen

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Memorization Prada

(d)


where

120573 =

3

2120587 + 120587 minus 120599 if GSR

119885ge 0 HR

119885le 0

120587


(4)

GSR119885 HR





119885lt 0)




3 Results







Z-s

core

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

MenWomen

Interest Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Interest Prada

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

Interest Cartier

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Interest Prada

(d)









Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Prada

(b)

Emotion Cartier

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

(c)

Emotion Prada

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

(d)






minus15

minus05

05

15

25

35

Women Men

Z-s

core


MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core


(b)

minus5

minus3

minus1

1

3

5

Z-s

core



MenWomen

(c)

MenWomen


minus5

minus3

minus1

1

3

5


Z-s

core

(d)


4 Discussion











Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of

















Women versus men


2

1

0

minus1

minus2

Perf

ume

Con

sum

ptio

n

Bank

s

Spor

t

Telep

hone

Clot

hing

Z-s

core




MI = 1119873119876

sum

119894isin119876

1199092

120579119894(119905) = Average Power







AW = 1119873119875

sum

119894isin119875

1199092

120572119894(119905) minus1

119873119876

sum

119894isin119876

1199102

120572119894(119905)


120572leftfrontal

(2)

where 119909120572119894and 119910



119875and 119873



minus15

minus1

minus05

0

05

1

15

Men Women

Z-s

core

Perfume

MemorizationEmotion

Interest


Women versus men

MemorizationEmotion

Interest

Cartier Prada

2

1

0

minus1

minus2

Z-s

core





EI = 1 minus120573

120587 (3)


Z-s

core


MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(a)

MenWomen

Memorization Prada

Z-s

core

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core


MenWomen

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Memorization Prada

(d)


where

120573 =

3

2120587 + 120587 minus 120599 if GSR

119885ge 0 HR

119885le 0

120587


(4)

GSR119885 HR





119885lt 0)




3 Results







Z-s

core

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

MenWomen

Interest Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Interest Prada

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

Interest Cartier

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Interest Prada

(d)









Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Prada

(b)

Emotion Cartier

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

(c)

Emotion Prada

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

(d)






minus15

minus05

05

15

25

35

Women Men

Z-s

core


MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core


(b)

minus5

minus3

minus1

1

3

5

Z-s

core



MenWomen

(c)

MenWomen


minus5

minus3

minus1

1

3

5


Z-s

core

(d)


4 Discussion











Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of

















Z-s

core


MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(a)

MenWomen

Memorization Prada

Z-s

core

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core


MenWomen

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Memorization Prada

(d)


where

120573 =

3

2120587 + 120587 minus 120599 if GSR

119885ge 0 HR

119885le 0

120587


(4)

GSR119885 HR





119885lt 0)




3 Results







Z-s

core

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

MenWomen

Interest Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Interest Prada

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

Interest Cartier

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Interest Prada

(d)









Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Prada

(b)

Emotion Cartier

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

(c)

Emotion Prada

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

(d)






minus15

minus05

05

15

25

35

Women Men

Z-s

core


MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core


(b)

minus5

minus3

minus1

1

3

5

Z-s

core



MenWomen

(c)

MenWomen


minus5

minus3

minus1

1

3

5


Z-s

core

(d)


4 Discussion











Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of

















Z-s

core

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

MenWomen

Interest Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Interest Prada

(b)

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

Interest Cartier

(c)

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

Interest Prada

(d)









Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Prada

(b)

Emotion Cartier

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

(c)

Emotion Prada

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

(d)






minus15

minus05

05

15

25

35

Women Men

Z-s

core


MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core


(b)

minus5

minus3

minus1

1

3

5

Z-s

core



MenWomen

(c)

MenWomen


minus5

minus3

minus1

1

3

5


Z-s

core

(d)


4 Discussion











Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of

















Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Cartier

(a)

Z-s

core

MenWomen

minus8

minus6

minus4

minus2

0

2

4

6

8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29

Time (s)

Emotion Prada

(b)

Emotion Cartier

minus35

minus25

minus15

minus05

05

15

25

35


Z-s

core

MenWomen

(c)

Emotion Prada

minus35

minus25

minus15

minus05

05

15

25

35


-sco

re

MenWomen

(d)






minus15

minus05

05

15

25

35

Women Men

Z-s

core


MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core


(b)

minus5

minus3

minus1

1

3

5

Z-s

core



MenWomen

(c)

MenWomen


minus5

minus3

minus1

1

3

5


Z-s

core

(d)


4 Discussion











Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of

















minus15

minus05

05

15

25

35

Women Men

Z-s

core


MemorizationEmotion

Interest

(a)

MenWomen

minus5

minus3

minus1

1

3

5


Z-s

core


(b)

minus5

minus3

minus1

1

3

5

Z-s

core



MenWomen

(c)

MenWomen


minus5

minus3

minus1

1

3

5


Z-s

core

(d)


4 Discussion











Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of





















Acknowledgment


References



























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of























































of






Disease Markers



OncologyJournal of





PPAR Research



Journal of

ObesityJournal of
















Neurophysiological Tools to Investigate Consumer's Gender ...

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Transcript of Neurophysiological Tools to Investigate Consumer's Gender ...