Neurology & Neuroscience

The application of low cost and user friendly equipments must be considered during neuromarketing experiments and projects. The adoption of single channel EEG based on pre frontal cortex monitoring, might provide long and short term information about relevant information for neuromarketing applications, such as attention, focus and relaxation levels. Many studies have been performed using EEG or fMRI for neuromarketing, nevertheless, nonlinear metrics has not been applied yet in a wide and comparative approach. The main goal of this research is to perform nonlinear analysis of attention and relaxation time series during emotional based activities using entropy measures such as Approximate Entropy (ApEn) and Sample Entropy (SampEn), which are template based widely used to measure physiological time series complexity. The considered database consists in 100 experiments from 10 individuals (50% male), ages 24.3 ± 2.00. Three categories of web video advertisements were considered: emotional related, sports relate and food related, with a minimum duration of 45 seconds. Attention and Relaxation levels from the prefrontal cortex were recorded minimum 1 minute before, during and 1 minute after the web video ads. The preliminary results presents that the entropies for attention level changed significantly for the three groups. The entropies for the relaxation level showed significant difference for the emotional related ad category. No significant difference has been stablished for gender analysis. The results are promising and the application of the entropies of attention and relaxation time series as a measure of effectiveness of web video advertisement can be considered. In future studies, a larger number of subjects and a broader range of advertisements are going to be considered.