The authors present original research on the use of standard and high-resolution electroencephalography (EEG) to analyze brain activity in response to TV advertising. This interdisciplinary field, known as neuromarketing, requires consideration of various theoretical and practical aspects. The book details these aspects while showcasing experiments aimed at measuring cognitive activity and emotional involvement among test subjects. The authors utilize simultaneous EEG, galvanic skin response, and heart rate monitoring, revealing significant variations that correlate with attention, memorization, and enjoyment of the stimuli. A key focus is the role of statistical analysis in uncovering meaningful data related to scalp and cortical activity, as well as variations in the autonomic nervous system. Economically, the work aims to enhance understanding of how mass consumer advertising impacts brain systems. From a neuroscience standpoint, it seeks to elucidate the neural mechanisms behind the effects of emotion and cognition on memory, as well as the neural correlates of choice and decision-making. For additional resources, please download the extra material available online.
