EEG ACTIVITY AND THE PROCESSING OF TELEVISION COMMERCIALS
- 1 April 1986
- journal article
- research article
- Published by SAGE Publications in Communication Research
- Vol. 13 (2) , 182-220
- https://doi.org/10.1177/009365086013002003
Abstract
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.Keywords
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