EEG Frontal Asymmetry Related to Pleasantness of Olfactory Stimuli in Young Subjects

Gianluca Flumeri (), Maria Trinidad Herrero (), Arianna Trettel (), Patrizia Cherubino (), Anton Giulio Maglione, Alfredo Colosimo, Elisabetta Moneta, Marina Peparaio and Fabio Babiloni
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Gianluca Flumeri: BrainSigns srl
Maria Trinidad Herrero: University of Murcia
Arianna Trettel: BrainSigns srl
Patrizia Cherubino: IULM University
Anton Giulio Maglione: BrainSigns srl
Alfredo Colosimo: Sapienza University of Rome
Elisabetta Moneta: The Agricultural Research Council – Food and nutrition Research Center (CRA-NUT)
Marina Peparaio: The Agricultural Research Council – Food and nutrition Research Center (CRA-NUT)
Fabio Babiloni: Sapienza University of Rome

Chapter Chapter 23 in Selected Issues in Experimental Economics, 2016, pp 373-381 from Springer

Abstract: Abstract It is widely known, in neuroscientific literature, that the brain prefrontal cortex activity asymmetry is closely linked with the pleasantness emotion experienced by the subject during a sensorial stimulation. Thus, from the electroencephalographic (EEG) signal it is possible to estimate the approach/withdrawal index, and this index has been largely investigated and validated in scientific literature, regarding visual and acoustic stimuli. In this work, we present an innovative study aimed to prove, in a systematic way, that such brain AW index is actually correlated with the “pleasant” or “no-pleasant” perception also of olfactory stimuli, conveniently produced by standardised methods in the sensory specific scientific literature. In particular, we recorded the electroencephalographic (EEG) signal from a group, gender balanced, of 24 healthy and no-smokers subjects during the perception of ten different smells, presented by means of the “Screening test-odour identification” set (Sniffin’ sticks, Burghart). The cerebral AW indexes of all the subjects, for each odorous stimulus, were compared with the appreciation numeric score assessed by the subject during the experiment, by performing a statistical correlation test. Findings show that it is possible to evaluate the pleasantness or no-pleasantness of odorous substances by means of the analysis of EEG signals collected during the presentation of such substances, making way for new applications of such measure kind in experimental environments more and more ecological, as the typical ones of the marketing research areas.

Keywords: EEG; PFC; Alpha asymmetry; Approach–withdrawal; Emotions; Motivations; Pleasantness; Neuromarketing (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-28419-4_23

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DOI: 10.1007/978-3-319-28419-4_23

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