TV commercial and rTMS: can brain lateralization give us information about consumer preference?
The current research aimed at investigating the brain lateralization effect in response to TV advertising of different commercial sectors. This study explored the effects of dorsolateral prefrontal cortex (DLPFC) stimulation on subjective evaluation (semantic differential), in response to some consu...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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LED Edizioni Universitarie
2017-04-01
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| Series: | Neuropsychological Trends |
| Subjects: | |
| Online Access: | http://www.ledonline.it/NeuropsychologicalTrends/allegati/NeuropsychologicalTrends_21_Leanza-Balconi.pdf |
| _version_ | 1811286439663501312 |
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| author | Federica Leanza Michela Balconi |
| author_facet | Federica Leanza Michela Balconi |
| author_sort | Federica Leanza |
| collection | DOAJ |
| description | The current research aimed at investigating the brain lateralization effect in response to TV advertising of different commercial sectors. This study explored the effects of dorsolateral prefrontal cortex (DLPFC) stimulation on subjective evaluation (semantic differential), in response to some consumer goods. We adopted rTMS (low-frequency 1Hz on left and right DLPFC) to modulate the consumers’ (N=thirty-three) response during the vision of five commercials. After three hours from the first evaluation of TV commercials without stimulation, rTMS was delivered in brain frontal areas (F3 and F4 areas) before the vision of each stimulus. Following the stimulation, subjects evaluated advertising a second time by using the same semantic differential. An increase of TV commercials preference occurred in subjects who were inhibited on right DLPFC; while a decrease of advertising preference was shown in subjects who were inhibited on left DLPFC. These results reveal the important role of DLPFC for emotions’ elaboration. In particular, the left and right DLPFC seem to be related respectively to positive and negative evaluation of emotional stimuli. |
| first_indexed | 2024-04-13T02:59:58Z |
| format | Article |
| id | doaj.art-99c12756bc1d43399960d8a9d06610ec |
| institution | Directory Open Access Journal |
| issn | 1970-321X 1970-3201 |
| language | English |
| last_indexed | 2024-04-13T02:59:58Z |
| publishDate | 2017-04-01 |
| publisher | LED Edizioni Universitarie |
| record_format | Article |
| series | Neuropsychological Trends |
| spelling | doaj.art-99c12756bc1d43399960d8a9d06610ec2022-12-22T03:05:29ZengLED Edizioni UniversitarieNeuropsychological Trends1970-321X1970-32012017-04-01216580http://dx.doi.org/10.7358/neur-2017-021-lebaTV commercial and rTMS: can brain lateralization give us information about consumer preference?Federica Leanza0Michela Balconi1Research Unit in Affective and Social Neuroscience, Catholic University of the Sacred Heart, Milan, Italy; Department of Psychology, Catholic University of the Sacred Heart, Milan, ItalyResearch Unit in Affective and Social Neuroscience, Catholic University of the Sacred Heart, Milan, Italy; Department of Psychology, Catholic University of the Sacred Heart, Milan, ItalyThe current research aimed at investigating the brain lateralization effect in response to TV advertising of different commercial sectors. This study explored the effects of dorsolateral prefrontal cortex (DLPFC) stimulation on subjective evaluation (semantic differential), in response to some consumer goods. We adopted rTMS (low-frequency 1Hz on left and right DLPFC) to modulate the consumers’ (N=thirty-three) response during the vision of five commercials. After three hours from the first evaluation of TV commercials without stimulation, rTMS was delivered in brain frontal areas (F3 and F4 areas) before the vision of each stimulus. Following the stimulation, subjects evaluated advertising a second time by using the same semantic differential. An increase of TV commercials preference occurred in subjects who were inhibited on right DLPFC; while a decrease of advertising preference was shown in subjects who were inhibited on left DLPFC. These results reveal the important role of DLPFC for emotions’ elaboration. In particular, the left and right DLPFC seem to be related respectively to positive and negative evaluation of emotional stimuli.http://www.ledonline.it/NeuropsychologicalTrends/allegati/NeuropsychologicalTrends_21_Leanza-Balconi.pdfrTMSDLPFCTV commercialPreference |
| spellingShingle | Federica Leanza Michela Balconi TV commercial and rTMS: can brain lateralization give us information about consumer preference? Neuropsychological Trends rTMS DLPFC TV commercial Preference |
| title | TV commercial and rTMS: can brain lateralization give us information about consumer preference? |
| title_full | TV commercial and rTMS: can brain lateralization give us information about consumer preference? |
| title_fullStr | TV commercial and rTMS: can brain lateralization give us information about consumer preference? |
| title_full_unstemmed | TV commercial and rTMS: can brain lateralization give us information about consumer preference? |
| title_short | TV commercial and rTMS: can brain lateralization give us information about consumer preference? |
| title_sort | tv commercial and rtms can brain lateralization give us information about consumer preference |
| topic | rTMS DLPFC TV commercial Preference |
| url | http://www.ledonline.it/NeuropsychologicalTrends/allegati/NeuropsychologicalTrends_21_Leanza-Balconi.pdf |
| work_keys_str_mv | AT federicaleanza tvcommercialandrtmscanbrainlateralizationgiveusinformationaboutconsumerpreference AT michelabalconi tvcommercialandrtmscanbrainlateralizationgiveusinformationaboutconsumerpreference |