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Neuroelectric Methodologies for the Study of the Economic Decisions in Humans

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Toward Autonomous, Adaptive, and Context-Aware Multimodal Interfaces. Theoretical and Practical Issues

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 6456))

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Abstract

In recent years the engagement of the customer with the brand or the company advertised has become the dominant issue in the agenda of marketers and advertisers. The aim of this paper is to elucidate if the remembering of TV commercials elicits particular brain activity and connectivity. Results suggest that the cortical activity and connectivity during the vision of the TV commercials that will be remembered by the analyzed healthy subjects is markedly different from the brain activity elicited during the observation of the TV commercials that will be forgotten. In particular, during the observation of the TV commercials that will be successively remembered the amount of cortical spectral activity from the frontal areas (BA 8 and 9) and from the parietal areas (BA 5, 7 and 40) is higher on when compared with the activity elicited by the observation of TV commercials that will be forgotten. The techniques presented here are also relevant in neuroeconomics and neuromarketing in order to investigate the neural substrates sub-serving other decision-making and recognition tasks.

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Authors and Affiliations

  1. Dept. Physiology and Pharmacology, Univ. of Rome Sapienza, 00185, Rome, Italy

    Giovanni Vecchiato & Fabio Babiloni

  2. IRCCS Fondazione Santa Lucia, via Ardeatina 306, 00179, Rome, Italy

    Giovanni Vecchiato & Fabio Babiloni

Authors
  1. Giovanni Vecchiato
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  2. Fabio Babiloni
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Editor information

Editors and Affiliations

  1. Institute for Advanced Scientific Studies, Second University of Naples, and IIASS, Via Pellegrino 19, 84019, Vietri sul Mare (SA), Italy

    Anna Esposito

  2. Istituto Nazionale di Geofisica e Vulcanologia, Osservatorio Vesuviano, Via Diocleziano 328, 80124, Napoli, Italy

    Antonietta M. Esposito

  3. Dipartemento di Ingegneria dell’ Informazione, Seconda Università di Napoli, Via Roma 29, 81031, Aversa (CE), Italy

    Raffaele Martone

  4. Department of Humanities and Social Sciences, Anatolia College/ACT, Kennedy Street, 55510, Pylaia, Greece

    Vincent C. Müller

  5. Departmnet of Physics "E.R. Caoamoeööp", University of Salerno and IIASS, International Institute for Advanced Scientific Studies, 84081, Baronissi (SA), Italy

    Gaetano Scarpetta

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Vecchiato, G., Babiloni, F. (2011). Neuroelectric Methodologies for the Study of the Economic Decisions in Humans. In: Esposito, A., Esposito, A.M., Martone, R., Müller, V.C., Scarpetta, G. (eds) Toward Autonomous, Adaptive, and Context-Aware Multimodal Interfaces. Theoretical and Practical Issues. Lecture Notes in Computer Science, vol 6456. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-18184-9_22

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  • DOI: https://doi.org/10.1007/978-3-642-18184-9_22

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-18183-2

  • Online ISBN: 978-3-642-18184-9

  • eBook Packages: Computer ScienceComputer Science (R0)

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