publication . Article . 2017

TV commercial and rTMS: can brain lateralization give us information about consumer preference?

Federica Leanza; Michela Balconi;
Open Access English
  • Published: 01 Apr 2017 Journal: Neuropsychological Trends (issn: 1970-321X, eissn: 1970-3201, Copyright policy)
  • Publisher: LED Edizioni Universitarie
The current research aimed at investigating the brain lateralization effect in response to TV advertising of different commercial sectors. This study explored the effects of dorsolateral prefrontal cortex (DLPFC) stimulation on subjective evaluation (semantic differential), in response to some consumer goods. We adopted rTMS (low-frequency 1Hz on left and right DLPFC) to modulate the consumers’ (N=thirty-three) response during the vision of five commercials. After three hours from the first evaluation of TV commercials without stimulation, rTMS was delivered in brain frontal areas (F3 and F4 areas) before the vision of each stimulus. Following the stimulation, s...
mesheuropmc: nervous systembehavioral disciplines and activitiespsychological phenomena and processesmental disorders
free text keywords: Neurosciences. Biological psychiatry. Neuropsychiatry, DLPFC, RC321-571, Preference, TV commercial, Neurophysiology and neuropsychology, QP351-495, rTMS
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