Neural Basis for Brain Responses to TV Commercials: A High-Resolution EEG Study
Neural Basis for Brain Responses to TV Commercials: A High-Resolution EEG Study
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DOI：
10.1109/tnsre.2008.2009784
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发表时间：
2008-12-01
影响因子：
4.9
通讯作者：
Babiloni, F.
中科院分区：
文献类型：
--
作者：
Astolfi, Laura;Fallani, F. De Vico;Babiloni, F.
我们通过追踪正常人在观看电视广告时大脑皮层活动和功能连接的变化来研究大脑活动。其目的是阐明，与观看很快就被遗忘的电视广告时产生的大脑活动和连通性相比，在第一次观看电视广告几天后被记住的电视广告是否会引起特定的大脑活动和连通性。对一组健康受试者进行高分辨率脑电图（EEG）记录，并在观察电视广告时评估与Brodmann区（BAs）一致的几个感兴趣区域的皮层活动。在Theta （3-7 Hz）、Alpha （8-12 Hz）、Beta （13- 30 Hz）、Gamma （3040 Hz）四个主要频段中获得了皮层连接模式，并通过使用称为部分定向相干的多元频谱技术评估了任何给定对估计的皮层信号之间的定向影响。皮质网络的拓扑结构已经用图论衍生的工具确定。结果表明，被试在观看被记忆的电视广告时所引起的大脑皮层活动和连通性与观看被遗忘的电视广告时所引起的大脑活动明显不同。特别是，在观察被记住的电视广告时，来自额叶区（ba8和9）和顶叶区（ba5、7和40）的皮质光谱活动量比被遗忘的电视广告引起的活动量要高。此外，网络分析表明，在观察已记住的电视广告时，顶叶区域作为从大脑皮层所有其他部分传入的信息流的目标发挥了明确的作用。这里展示的技术揭示了所有皮层网络及其在电视广告记忆过程中的行为。这些技术也可以与神经经济学和神经营销学相关，用于研究服务于其他决策和识别任务的神经基质。
We investigated brain activity during the observation of TV commercials by tracking the cortical activity and the functional connectivity changes in normal subjects. The aim was to elucidate if the TV commercials that were remembered by the subjects several days after their first observation elicited particular brain activity and connectivity compared with those generated during the observation of TV commercials that were quickly forgotten. High-resolution electroencephalogram (EEG) recordings were performed in a group of healthy subjects and the cortical activity during the observation of TV commercials was evaluated in several regions of interest coincident with the Brodmann areas (BAs). The patterns of cortical connectivity were obtained in the four principal frequency bands, Theta (3-7 Hz), Alpha (8-12 Hz), Beta (13--30 Hz), Gamma (3040 Hz) and the directed influences between any given pair of the estimated cortical signals were evaluated by use of a multivariate spectral technique known as partial directed coherence. The topology of the cortical networks has been identified with tools derived from graph theory. Results suggest that the cortical activity and connectivity elicited by the viewing of the TV commercials that were remembered by the experimental subjects are markedly different from the brain activity elicited during the observation of the TV commercials that were forgotten. In particular, during the observation of the TV commercials that were 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 compared with the activity elicited by the observation of TV commercials that were forgotten. In addition, network analysis suggests a clear role of the parietal areas as a target of the incoming flow of information from all the other parts of the cortex during the observation of TV commercials that have been remembered. The techniques presented here shed new light on all the cortical networks and their behavior during the memorization of TV commercials. Such techniques could also be relevant in neuroeconomics and neuromarketing for the investigation of the neural substrates subserving other decision-making and recognition tasks.