Giovanni Vecchiato

Neuroelectrical hyperscanning measures simultaneous brain activity in humans.

In this study we illustrate a methodology able to follow and study concurrent and simultaneous brain processes during cooperation between individuals, with non invasive EEG methodologies. We collected data from fourteen pairs of subjects while they were playing a card game with EEG. Data collection was made simultaneously on all the subjects during the card game. An extension of the Granger-causality approach allows us to estimate the functional connection between signals estimated from different Regions of Interest (ROIs) in different brains during the analyzed task. Finally, with the use of graph theory, we contrast the functional connectivity patterns of the two players belonging to the same team. Statistically significant functional connectivities were obtained from signals estimated in the ROIs modeling the anterior cingulate cortex (ACC) and the prefrontal areas described by the Brodmann areas 8 with the signals estimated in all the other modelled cortical areas. Results presented suggested the existence of Granger-sense causal relations between the EEG activity estimated in the prefrontal areas 8 and 9/46 of one player with the EEG activity estimated in the ACC of their companion. We illustrated the feasibility of functional connectivity methodology on the EEG hyperscannings performed on a group of subjects. These functional connectivity estimated from the couple of brains could suggest, in statistical and mathematical terms, the modelled cortical areas that are correlated in Granger-sense during the solution of a particular task. EEG hyperscannings could be used to investigate experimental paradigms where the knowledge of the simultaneous interactions between the subjects have a value.

Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements

The aim of this research is to analyze the changes in the EEG frontal activity during the observation of commercial videoclips. In particular, we aimed to investigate the existence of EEG frontal asymmetries in the distribution of the signals’ power spectra related to experienced pleasantness of the video, as explicitly rated by the eleven experimental subjects investigated. In the analyzed population, maps of Power spectral density (PSD) showed an asymmetrical increase of theta and alpha activity related to the observation of pleasant (unpleasant) advertisements in the left (right) hemisphere. A correlation analysis revealed that the increase of PSD at left frontal sites is negatively correlated with the degree of pleasantness perceived. Conversely, the de-synchronization of left alpha frontal activity is positively correlated with judgments of high pleasantness. Moreover, our data presented an increase of PSD related to the observation of unpleasant commercials, which resulted higher with respect to the one elicited by pleasant advertisements.

On the use of electrooculogram for efficient human computer interfaces

The aim of this study is to present electrooculogram signals that can be used for human computer interface efficiently. Establishing an efficient alternative channel for communication without overt speech and hand movements is important to increase the quality of life for patients suffering from Amyotrophic Lateral Sclerosis or other illnesses that prevent correct limb and facial muscular responses. We have made several experiments to compare the P300-based BCI speller and EOG-based new system. A five-letter word can be written on average in 25 seconds and in 105 seconds with the EEG-based device. Giving message such as “clean-up” could be performed in 3 seconds with the new system. The new system is more efficient than P300-based BCI system in terms of accuracy, speed, applicability, and cost efficiency. Using EOG signals, it is possible to improve the communication abilities of those patients who can move their eyes.

On the use of EEG or MEG brain imaging tools in neuromarketing research

Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research. In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies. By presenting data gathered through MEG and high resolution EEG we will show which kind of information it is possible to gather with these methodologies while the persons are watching marketing relevant stimuli. Such information will be related to the memorization and pleasantness related to such stimuli. We noted that temporal and frequency patterns of brain signals are able to provide possible descriptors conveying information about the cognitive and emotional processes in subjects observing commercial advertisements. These information could be unobtainable through common tools used in standard marketing research. We also show an example of how an EEG methodology could be used to analyze cultural differences between fruition of video commercials of carbonated beverages in Western and Eastern countries.

Assessment of mental fatigue during car driving by using high resolution EEG activity and neurophysiologic indices

Driving tasks are vulnerable to the effects of sleep deprivation and mental fatigue, diminishing drivers ability to respond effectively to unusual or emergent situations. Physiological and brain activity analysis could help to understand how to provide useful feedback and alert signals to the drivers for avoiding car accidents. In this study we analyze the insurgence of mental fatigue or drowsiness during car driving in a simulated environment by using high resolution EEG techniques as well as neurophysiologic variables such as heart rate (HR) and eye blinks rate (EBR). Results suggest that it is possible to introduce a EEG-based cerebral workload index that it is sensitive to the mental efforts of the driver during drive tasks of different levels of difficulty. Workload index was based on the estimation of increase of EEG power spectra in the theta band over prefrontal areas and the simultaneous decrease of EEG power spectra over parietal areas in alpha band during difficult drive conditions. Such index could be used in a future to assess on-line the mental state of the driver during the drive task.

How to Measure Cerebral Correlates of Emotions in Marketing Relevant Tasks

Nowadays, there is a growing interest in measuring emotions through the estimation of cerebral variables. Several techniques and methods are used and debated in neuroscience. In such a context, the present paper provides examples of time-varying variables related to the estimation of emotional valence, arousal and Approach-Withdrawal behavior in marketing relevant contexts. In particular, we recorded electroencephalographic (EEG), galvanic skin response (GSR) and heart rate (HR) in a group of healthy subjects while they are watching different TV commercials. Specifically, results obtained in the Experiment 1 shows a significant increase of cortical power spectral density across left frontal areas in the alpha band and an enhance of cardiac activity during the observation of TV commercials that have been judged pleasant. In the Experiment 2, frontal EEG asymmetry, GSR and HR measurements are used to draw cognitive and emotional indices in order to track the subject’s internal state frame by frame of the commercial. A specific case study shows how the variations of the defined Approach-Withdrawal and emotional indices can distinguish the reactions of younger adults from the older ones during the observation of a funny spot. This technology could be of help for marketers to overcome some of the drawbacks of the standard marketing tools (e.g., interviews, focus groups) usually adopted during the analysis of the emotional perception of advertisements.

A graph-theoretical approach in brain functional networks. Possible implications in EEG studies

Background Recently, it was realized that the functional connectivity networks estimated from actual brain-imaging technologies (MEG, fMRI and EEG) can be analyzed by means of the graph theory, that is a mathematical representation of a network, which is essentially reduced to nodes and connections between them. Methods We used high-resolution EEG technology to enhance the poor spatial information of the EEG activity on the scalp and it gives a measure of the electrical activity on the cortical surface. Afterwards, we used the Directed Transfer Function (DTF) that is a multivariate spectral measure for the estimation of the directional influences between any given pair of channels in a multivariate dataset. Finally, a graph theoretical approach was used to model the brain networks as graphs. These methods were used to analyze the structure of cortical connectivity during the attempt to move a paralyzed limb in a group (N=5) of spinal cord injured patients and during the movement execution in a group (N=5) of healthy subjects. Results Analysis performed on the cortical networks estimated from the group of normal and SCI patients revealed that both groups present few nodes with a high out-degree value (i.e. outgoing links). This property is valid in the networks estimated for all the frequency bands investigated. In particular, cingulate motor areas (CMAs) ROIs act as ‘‘hubs’’ for the outflow of information in both groups, SCI and healthy. Results also suggest that spinal cord injuries affect the functional architecture of the cortical network sub-serving the volition of motor acts mainly in its local feature property. In particular, a higher local efficiency El can be observed in the SCI patients for three frequency bands, theta (3-6 Hz), alpha (7-12 Hz) and beta (13-29 Hz). By taking into account all the possible pathways between different ROI couples, we were able to separate clearly the network properties of the SCI group from the CTRL group. In particular, we report a sort of compensatory mechanism in the SCI patients for the Theta (3-6 Hz) frequency band, indicating a higher level of “activation” Ω within the cortical network during the motor task. The activation index is directly related to diffusion, a type of dynamics that underlies several biological systems including possible spreading of neuronal activation across several cortical regions. Conclusions The present study aims at demonstrating the possible applications of graph theoretical approaches in the analyses of brain functional connectivity from EEG signals. In particular, the methodological aspects of the i) cortical activity from scalp EEG signals, ii) functional connectivity estimations iii) graph theoretical indexes are emphasized in the present paper to show their impact in a real application.

Understanding the Impact of TV Commercials: Electrical Neuroimaging

In this paper, the applications of electrical neuroimaging, a discipline that uses electroencephalography (EEG) and intensive signal processing for the evaluation of marketing stimuli was illustrated.

The track of brain activity during the observation of TV commercials with the high-resolution EEG technology

We estimate cortical activity in normal subjects during the observation of TV commercials inserted within a movie by using high-resolution EEG techniques. The brain activity was evaluated in both time and frequency domains by solving the associate inverse problem of EEG with the use of realistic head models. In particular, we recover statistically significant information about cortical areas engaged by particular scenes inserted within the TV commercial proposed with respect to the brain activity estimated while watching a documentary. Results obtained in the population investigated suggest that the statistically significant brain activity during the observation of the TV commercial was mainly concentrated in frontoparietal cortical areas, roughly coincident with the Brodmann areas 8, 9, and 7, in the analyzed population.

EEG analysis of the brain activity during the observation of commercial, political, or public service announcements

The use of modern brain imaging techniques could be useful to understand what brain areas are involved in the observation of video clips related to commercial advertising, as well as for the support of political campaigns, and also the areas of Public Service Announcements (PSAs). In this paper we describe the capability of tracking brain activity during the observation of commercials, political spots, and PSAs with advanced high-resolution EEG statistical techniques in time and frequency domains in a group of normal subjects. We analyzed the statistically significant cortical spectral power activity in different frequency bands during the observation of a commercial video clip related to the use of a beer in a group of 13 normal subjects. In addition, a TV speech of the Prime Minister of Italy was analyzed in two groups of swing and “supporter” voters. Results suggested that the cortical activity during the observation of commercial spots could vary consistently across the spot. This fact suggest the possibility to remove the parts of the spot that are not particularly attractive by using those cerebral indexes. The cortical activity during the observation of the political speech indicated a major cortical activity in the supporters group when compared to the swing voters. In this case, it is possible to conclude that the communication proposed has failed to raise attention or interest on swing voters. In conclusions, high-resolution EEG statistical techniques have been proved to able to generate useful insights about the particular fruition of TV messages, related to both commercial as well as political fields.