Effect on EEG Responses of Cognitive States to Commodity Characters

• HASHIMOTO Yohei

  Toyohashi University of Technology

• MINAMI Tetsuto

  Toyohashi University of Technology

• HASEGAWA Ryohei P

  Advanced Industrial Science and Technology

• NAKAUCHI Shigeki

  Toyohashi University of Technology

Bibliographic Information

Other Title

• 商品キャラクタに対する認知状態と脳波の関連

Abstract

Recently, neuromarketing has attracted attention, in which the customer's response to commodity and advertisement is analyzed from brain activity. In this study, electroencephalogram (EEG) was recorded while the commodity characters are presented and the familiarity towards them being evaluated. We analyzed the difference of the EEGs by the responses to the subjects (KNOWN or UNKNOWN). In the analysis of event-related potential (ERP) component P2, we found higher P2 amplitude for KNOWN than UNKNOWN. In addition, cognitive states affected induced gamma band responses (iGBR), KNOWN activated amplitudes in high gamma frequency band. From these results, we suggested that iGBR and P2 reflect cognitive states to the characters as human face familiarity.

Journal

• Transactions of Japan Society of Kansei Engineering

  Transactions of Japan Society of Kansei Engineering 10 (2), 123-129, 2011

  Japan Society of Kansei Engineering

Keywords

• event-related potential (ERP)
• Induced gamma band response
• Neuromarketing

Details

• CRID: 1390001205325338240
• NII Article ID: 130001361995
• DOI: 10.5057/jjske.10.123
• ISSN: 18845258
• ISSN: 18840833
• Text Lang: ja
• Data Source:
  • JaLC
  • Crossref
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Disallowed