Neuroelectric methodologies for the study of the economic decisions in humans

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. © 2011 Springer.