Abstract
The present Chapter illustrates the scenario of a series of neuromarketing experiments we performed in the last years to investigate the EEG cerebral activations correlated with memorization, attention and emotional processing of individuals while watching TV commercials. A large space to the basics knowledge of the high resolution EEG technology is provided. Specifically, we show how it is possible to enhance the spatial resolution of the EEG by solving the related linear inverse problem in order to obtain an estimation of the cortical sources. In addition, the theory we used to perform the spectral statistical analysis is also presented along with a direct example on fake data.
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© 2013 Springer-Verlag Berlin Heidelberg
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Vecchiato, G., Cherubino, P., Trettel, A., Babiloni, F. (2013). Methodology of a Typical “Neuromarketing” Experiment. In: Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing. Biosystems & Biorobotics, vol 3. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-38064-8_2
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DOI: https://doi.org/10.1007/978-3-642-38064-8_2
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-38063-1
Online ISBN: 978-3-642-38064-8
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