计算机学院学术论坛报告

Academic Forum on Computer Science and Technology

特邀报告 第064期（总第181期）

主题报告：广告刺激效应研究的神经影像工具
报 告 人：Dr. Giovanni Vecchiato
报告时间：2011年10月 14日（周五）14:00～15:00
报告地点：上海大学延长校区行键楼734
邀 请 人：张武 教授

报告摘要：In scientific literature, the most accepted definition of neuromarketing is that it is a field of study concerning the application of neuroscientific methods to analyze and understand human behaviour related to markets and marketing exchanges. The idea behind our research is to investigate the brain activity related to the observation of TV commercials by means of both canonical and high resolution electroencephalography techniques, along with measurements of the autonomic nervous system. In particular, we linked significant variations of such as physiological variables with the memory and pleasantness of the stimuli presented, as resulted successively from the subject’s verbal interview. Our results showed that the cortical activity in the theta band on the left frontal areas is increased during the memorization of commercials. Moreover, the scalp regions on the left frontal and pre-frontal areas are mostly activated when subjects perceived pleasant feelings during the watching of the TV advertisements. On the other hand, the right frontal lobe is more activated while the subjects watched TV commercials that have been scored as unpleasant. The cardiac variables gathered during the observation of the TV commercials that were remembered or judged pleasant are higher than the same activity elicited during the observation of commercials that will be forgotten or were judged unpleasant, while we did not observed yet any statistical difference between the level of the GSR across the experimental conditions. If this information could be useful to further promote the product is still a matter of debate in marketing literature. From the marketing researchers point of view, there is the hope that these body of brain imaging techniques will provide an efficient trade-off between costs and benefits of the research.

Biography：Giovanni Vecchiato achieved his Bachelor and Master degree in Telecommunication Engineering at University "Federico II" of Naples in the 2004 and 2007, respectively. Then he moved to Rome to attend the Ph.D. course in Neurophysiology at University "Sapienza". Nowdays he is a Ph.D. fellow working for the Dept of Physiology and Pharmacology at "Sapienza" and for the IRCCS Fondazione Santa Lucia at Neuroimaging and BCI Lab under the supervision of Prof. Fabio Babiloni and Dr. Donatella Mattia, respectively. In his research, he is currently investigating cognitive and emotional correlates of the EEG with observation of advertisements and real faces.