Media Neuroscience on a Shoestring

Abstract

Abstract: Event-related potentials (ERPs) capture neural responses to media stimuli with a split-second resolution, opening the door to examining how attention modulates the reception process. However, the relatively high cost and difficulty of incorporating ERP methods have prevented broader adoption. This study tested the potential of a new mobile, relatively easy-to-mount, and highly affordable device for electroencephalography (EEG) measurement – the Muse EEG system – combined with a free, open-source platform for ERP recording and analysis. Specifically, we compared ERPs with affective visual stimuli – representative of the kind of engaging content that pervades modern social media. Our results confirm that the Muse system provides robust visual ERPs, highly reliable across two samples. Although there was no difference between ERPs to moderately positive and neutral stimuli in the expected time windows (200–300 ms, 400–600 ms), an exploratory analysis provided some evidence for differential processing of positive versus neutral images at the right temporal sensor site (TP10). Additionally, a compliance-gaining manipulation in participant instructions significantly improved data quality. These results support the use of the Muse EEG system in large-scale studies examining brain responses to screen media. They also suggest an easy social influence tactic that can enhance data quality as communication neuroscience is scaled up. The availability of a mobile EEG system for 250 USD makes it possible to incorporate neuroimaging into various communication paradigms beyond visual communication.