title: Neural basis for the brain responses to the marketing messages: an high resolution EEG study.
abstract: We investigated the behaviour of the brain during the visualization of commercial videos by tracking the cortical activity and the functional connectivity changes in normal subjects. High resolution EEG recordings were performed in a group of healthy subjects, and the cortical activity during the visualization of standard commercial spots and emotional spots (no profit companies) was estimated by using the solution of the linear inverse problem with the use of realistic head models. The cortical activity was evaluated in several regions of interest (ROIs) coincident with the Brodmann areas. The pattern of cortical connectivity was obtained by using the partial directed coherence (PDC) and investigated in the time and frequency domains, in the principal four frequency bands, namely the theta (4-7 Hz), the alpha (8-12 Hz), the beta (13-30 Hz) and the gamma (above 30 Hz). Results suggest a time-varying engagement of the orbitofrontal circuits that is thought to be involved in the reward value of the stimuli.
authors.affiliation: Dipt. di Fisiologia umana e Farmacologia, La Sapienza Univ., Rome.
authors.forename: Fabio
authors.initials: F
authors.lastname: Babiloni
authors.forename: Febo
authors.initials: F
authors.lastname: Cincotti
authors.forename: Donatella
authors.initials: D
authors.lastname: Mattia
authors.forename: Marco
authors.initials: M
authors.lastname: Mattiocco
authors.forename: Simona
authors.initials: S
authors.lastname: Bufalari
authors.forename: Fabrizio
authors.initials: F
authors.lastname: De Vico Fallani
authors.forename: Andrea
authors.initials: A
authors.lastname: Tocci
authors.forename: Luigi
authors.initials: L
authors.lastname: Bianchi
authors.forename: Maria Grazia
authors.initials: MG
authors.lastname: Marciani
authors.forename: Vittorio
authors.initials: V
authors.lastname: Meroni
authors.forename: Laura
authors.initials: L
authors.lastname: Astolfi
mesh_terms: D001921:Brain / Q000502:physiology*; D001931:Brain Mapping; D002540:Cerebral Cortex / Q000502:physiology; D004569:Electroencephalography / Q000379:methods*; D004644:Emotions; D006801:Humans; D008959:Models, Neurological; D009040:Motion Pictures; D012680:Sensitivity and Specificity; D014741:Video Recording; D014796:Visual Perception