A Neuro-Scientific Analysis of Affect and Cognition in Consumer Response to the Marketing Stimulus - EEG Analysis of the Relationship between Prefrontal Hemispheric Lateralization and Occipital Alpha Blocking in Ad Exposure

Abstract

It is little investigated how affect (or motivation) influences vigilance-learning process. EEG (Electroencephalography) is used to measure affect and vigilance-learning. Affect is indicated by the difference between left and right prefrontal alpha-band EEG scores, and vigilance-learning is captured by total (left right) occipital alpha-band scores. It is found that left prefrontal dominance increases total occipital alpha blocking, which implies that positive affect intensifies vigilance-learning. In addition, this research replicates previous important findings about brain wave activities, which ensures the validity of EEG data for this research.

Keywords: EEG, Hemispheric Lateralization, Attention, Vigilance, Learning, Affect