The EEG Relationship among Lobes of the Cerebral Cortex As Predicting Affect and Cognition in TV Ad Exposure

Abstract

EEG responses to a target-scene event are measured in TV-ad exposure. These responses are analyzed to identify the relationship between affect and cognition. At the onset of the target event, total occipital alpha blocking, right occipital hemispheric dominance, left frontal dominance are more likely when the target event is processed to a higher degree. It is guessed, thus, that when the target event is more positive (approached), processing (vigilance and learning) of this event is higher.