EEG ACTIVITY AND THE PROCESSING OF TELEVISION COMMERCIALS

EEG ACTIVITY AND THE PROCESSING OF TELEVISION COMMERCIALS

This article introduces the reader to the EEG via a literature review and then presents data from a study that uses television commercials to modify EEG. Data show correlations between level of EEG activity and several measures of learning and affect. Further analysis presents a method to evaluate E...

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Veröffentlicht in:Communication research 1986-04, Vol.13 (2), p.182-220
Hauptverfasser: ROTHSCHILD, MICHAEL L., THORSON, ESTHER, REEVES, BYRON, HIRSCH, JUDITH E., GOLDSTEIN, ROBERT
Format: Artikel
Sprache:eng
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Zusammenfassung:This article introduces the reader to the EEG via a literature review and then presents data from a study that uses television commercials to modify EEG. Data show correlations between level of EEG activity and several measures of learning and affect. Further analysis presents a method to evaluate EEG change across half-second increments of the commercial. Speculations are made as to meaning and value of the EEG method.
ISSN:0093-6502
1552-3810
DOI:10.1177/009365086013002003