Methodology of a Typical “Neuromarketing” Experiment

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

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.

Keywords

False Discovery Rate Cortical Surface Bonferroni Adjustment Head Model Current Dipole 
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
  • 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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