Predicting Memory for Components of TV Commercials from EEG

Michael L Rothschild and Yong J Hyun

Journal of Consumer Research, 1990, vol. 16, issue 4, 472-78

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.

Date: 1990
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:16:y:1990:i:4:p:472-78

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