| Presentation | 2009-12-11 Brain Responses to commodity characters : an EEG study Yohei HASHIMOTO, Tetsuto MINAMI, Ryohei HASEGAWA, Shigeki NAKAUCHI, |
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| PDF Download Page |  PDF download Page Link |
| Abstract(in Japanese) | (See Japanese page) |
| Abstract(in English) | Recently, neuromarketing has attracted attention, in which the customer's unconsciousness response to commodity and advertisement is analyzed from brain activity. In this study, electroencephalogram(EEG) was recorded while the subjects were presented with commodity characters and evaluated their familiarity. And we analyzed the difference of the EEGs by the subjects' responses (KNOWN or UNKNONN) of the characters. In the analysis of event-related potential (ERP) component P2, we found higher P2 amplitude for KNOWN than UNKNOWN. In addition, we observed the increase of induced gamma band responses (iGBR) elicited by repeated KNOWN stimuli and the decrease of iGBR elicited by repeated UNKNOWN stimuli. We thought that our results reflected qualitatively different networks were activated according to cognitive states to the characters. |
| Keyword(in Japanese) | (See Japanese page) |
| Keyword(in English) | EEG / Neuromarketing / iGBR / P2 |
| Paper # | NC2009-66 |
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| Conference Information | |
| Committee | NC |
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| Conference Date | 2009/12/4(1days) |
| Place (in Japanese) | (See Japanese page) |
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| Topics (in Japanese) | (See Japanese page) |
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| Paper Information | |
| Registration To | Neurocomputing (NC) |
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| Language | JPN |
| Title (in Japanese) | (See Japanese page) |
| Sub Title (in Japanese) | (See Japanese page) |
| Title (in English) | Brain Responses to commodity characters : an EEG study |
| Sub Title (in English) | |
| Keyword(1) | EEG |
| Keyword(2) | Neuromarketing |
| Keyword(3) | iGBR |
| Keyword(4) | P2 |
| 1st Author's Name | Yohei HASHIMOTO |
| 1st Author's Affiliation | Toyohashi University of Technology() |
| 2nd Author's Name | Tetsuto MINAMI |
| 2nd Author's Affiliation | Toyohashi University of Technology |
| 3rd Author's Name | Ryohei HASEGAWA |
| 3rd Author's Affiliation | Advanced Industrial Science and Technology |
| 4th Author's Name | Shigeki NAKAUCHI |
| 4th Author's Affiliation | Toyohashi University of Technology |
| Date | 2009-12-11 |
| Paper # | NC2009-66 |
| Volume (vol) | vol.109 |
| Number (no) | 333 |
| Page | pp.pp.- |
| #Pages | 6 |
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