Skip to main content

Table 1 Means and standard deviations of each score and indices

From: Evaluation of TV commercials using neurophysiological responses

 

Com1

Com2

Com3

Com4

Score in database (0 ~ 5)

3.77

3.12

2.91

3.57

Purchase intention (1 ~ 7)

3.72 ± 1.53

2.17 ± 1.25

1.83 ± 1.47

3.61 ± 1.69

Behavioral responses (0 ~ 4)

Preference

3.17 ± 0.79

2.28 ± 0.96

1.67 ± 1.03

2.89 ± 1.13

Short-term memory

2.94 ± 1.35

2.00 ± 0.69

1.83 ± 1.10

3.17 ± 0.79

Recall rate

3.39 ± 0.85

1.78 ± 1.00

1.89 ± 0.68

2.94 ± 1.06

Neurophysiological indices (−1 ~ 1)

Happiness

0.23 ± 0.39

−0.1 ± 0.4

−0.09 ± 0.27

−0.01 ± 0.33

Surprise

−0.13 ± 0.43

−0.01 ± 0.38

0.10 ± 0.30

−0.03 ± 0.42

Attention

−0.03 ± 0.31

0.00 ± 0.35

−0.05 ± 0.25

0.11 ± 0.38

  1. Com, commercial video.