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 |