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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.