Cerebral Indexes of the Experienced Pleasantness
Nowadays, researchers are attempting to investigate the signs of the brain activity correlated with an increase of emotional involvement during the observation of commercial advertisements (Langleben et al., 2009; Vecchiato et al., 2010b). In fact, indirect variables of emotional processing could be gathered by tracking variations of the activity of specific anatomical structures linked to the emotional processing activity in humans, such as the pre- and frontal cortex (PFC and FC respectively; (Davidson and Irwin, 1999)). The PFC region is structurally and functionally heterogeneous but its role in the generation of the emotions is well recognized (Davidson, 2002).
KeywordsAlpha Band Spectral Activity Hedonic Evaluation Frontal Asymmetry Commercial Advertisement
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