EEG ACTIVITY AND THE PROCESSING OF TELEVISION COMMERCIALS

Abstract

This article introduces the reader to the EEG via a literature review and then presents data from a study that uses television commercials to modify EEG. Data show correlations between level of EEG activity and several measures of learning and affect. Further analysis presents a method to evaluate EEG change across half-second increments of the commercial. Speculations are made as to meaning and value of the EEG method.