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Cerebral Indexes of the Experienced Pleasantness

  • Giovanni VecchiatoEmail author
  • Patrizia Cherubino
  • Arianna Trettel
  • Fabio Babiloni
Chapter
Part of the Biosystems & Biorobotics book series (BIOSYSROB, volume 3)

Abstract

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).

Keywords

Alpha Band Spectral Activity Hedonic Evaluation Frontal Asymmetry Commercial Advertisement 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Giovanni Vecchiato
    • 1
    Email author
  • Patrizia Cherubino
    • 2
  • Arianna Trettel
    • 2
  • Fabio Babiloni
    • 1
  1. 1.Dept. Physiology and PharmacologyUniversity of Rome SapienzaRomeItaly
  2. 2.BrainSigns srl.RomeItaly

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