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| Presentation | 2009-12-11 14:00 Brain Responses to commodity characters: an EEG study Yohei Hashimoto, Tetsuto Minami (Toyohashi Univ. of Tech.), Ryohei P. Hasegawa (AIST), Shigeki Nakauchi (Toyohashi Univ. of Tech.)  NC2009-66 |
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| Abstract | (in Japanese) | (See Japanese page) |
| (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. |
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| Keyword | (in Japanese) | (See Japanese page) |
| (in English) | EEG / Neuromarketing / iGBR / P2 / / / / | |
| Reference Info. | IEICE Tech. Rep., vol. 109, no. 333, NC2009-66, pp. 19-24, Dec. 2009. | |
| Paper # | NC2009-66 | |
| Date of Issue | 2009-12-04 (NC) | |
| ISSN | Print edition: ISSN 0913-5685 Online edition: ISSN 2432-6380 | |
| Copyright and reproduction |
All rights are reserved and no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher. Notwithstanding, instructors are permitted to photocopy isolated articles for noncommercial classroom use without fee. (License No.: 10GA0019/12GB0052/13GB0056/17GB0034/18GB0034) | |
| Download PDF | NC2009-66 |
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| Conference Information | |
| Committee | NC MBE |
| Conference Date | 2009-12-11 - 2009-12-11 |
| Place (in Japanese) | (See Japanese page) |
| Place (in English) | |
| Topics (in Japanese) | (See Japanese page) |
| Topics (in English) | |
| Paper Information | |
| Registration To | NC |
| Conference Code | 2009-12-NC-MBE |
| Language | Japanese |
| 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 |
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| 1st Author's Name | Yohei Hashimoto |
| 1st Author's Affiliation | Toyohashi University of Technology (Toyohashi Univ. of Tech.) |
| 2nd Author's Name | Tetsuto Minami |
| 2nd Author's Affiliation | Toyohashi University of Technology (Toyohashi Univ. of Tech.) |
| 3rd Author's Name | Ryohei P. Hasegawa |
| 3rd Author's Affiliation | Advanced Industrial Science and Technology (AIST) |
| 4th Author's Name | Shigeki Nakauchi |
| 4th Author's Affiliation | Toyohashi University of Technology (Toyohashi Univ. of Tech.) |
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| Speaker | Author-1 |
| Date Time | 2009-12-11 14:00:00 |
| Presentation Time | 25 minutes |
| Registration for | NC |
| Paper # | NC2009-66 |
| Volume (vol) | vol.109 |
| Number (no) | no.333 |
| Page | pp.19-24 |
| #Pages | 6 |
| Date of Issue | 2009-12-04 (NC) |
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