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Predicting Memory for Components of TV Commercials from EEG

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  • Rothschild, Michael L
  • Hyun, Yong J

Abstract

Subjects watched television while EEG was being recorded and later completed a series of recognition tests based on component parts of the commercials they had seen. Memory correlated significantly with changes in the electrical patterns that occurred during viewing. The probability of correct recognition was enhanced when alpha blocking continued for a longer period of time and when hemispheric laterality shifted to the right during the onset of a commercial component and then to the left during the following seconds. Copyright 1990 by the University of Chicago.

Suggested Citation

  • Rothschild, Michael L & Hyun, Yong J, 1990. "Predicting Memory for Components of TV Commercials from EEG," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 472-478, March.
    • Handle: RePEc:oup:jconrs:v:16:y:1990:i:4:p:472-78
    DOI: 10.1086/209232
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    Cited by:

    1. Lizhen Xu & Jason A. Duan & Andrew Whinston, 2014. "Path to Purchase: A Mutually Exciting Point Process Model for Online Advertising and Conversion," Management Science, INFORMS, vol. 60(6), pages 1392-1412, June.
    2. Liang, Chih-Chin & Gao, Ying-Ting, 2024. "The rise of online group purchases in the age of pandemics," Technology in Society, Elsevier, vol. 77(C).
    3. Daugherty, Terry & Hoffman, Ernest & Kennedy, Kathleen, 2016. "Research in reverse: Ad testing using an inductive consumer neuroscience approach," Journal of Business Research, Elsevier, vol. 69(8), pages 3168-3176.
    4. Taeho YohAuthor-Name: Meungguk Park, 2015. "An Integrated Model of the Effective Television PSAs on Giving Behavior," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(5), pages 233-247, May.
    5. Eun-Ju Lee & Gusang Kwon & Hyun Shin & Seungeun Yang & Sukhan Lee & Minah Suh, 2014. "The Spell of Green: Can Frontal EEG Activations Identify Green Consumers?," Journal of Business Ethics, Springer, vol. 122(3), pages 511-521, July.

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