Abstract
In the present Chapter we are going to illustrate the details of an experiment which helped us in understanding the cortical correlates of cognitive and emotional processes during the observation of TV commercials. Particularly, we investigated the cerebral activity of fifteen healthy subjects by gathering and analysing the EEG, GSR and HR activity while they were watching a documentary intermingled with a series of advertisements.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2013 Springer-Verlag Berlin Heidelberg
About this chapter
Cite this chapter
Vecchiato, G., Cherubino, P., Trettel, A., Babiloni, F. (2013). Cortical Correlates of Cognitive and Emotional Processes. 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_4
Download citation
DOI: https://doi.org/10.1007/978-3-642-38064-8_4
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-38063-1
Online ISBN: 978-3-642-38064-8
eBook Packages: EngineeringEngineering (R0)