Electroencephalography in communication research: a review of the past and a glimpse of future possibilities

Morey, Alyssa C.

doi:10.1080/23808985.2018.1537723

Cited by 10 publications

(6 citation statements)

References 78 publications

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“…Skin conductance has been validated as a measure of arousal, as well as anxiety, in response to different media contexts (Bolls et al, 2019). EEG has been adopted to study multiple forms of cognitive and emotional processes in media consumption (Morey, 2018). By recording electrical signals generated by the firing of neurons in activated cortical areas, cortical activity can be recorded from both hemispheres allowing inferences about mental processes engaged during various tasks, including media exposure (Bolls et al, 2019).…”

Section: Neurophysiological Measuresmentioning

confidence: 99%

The influence of television content on advertisement: a neurophysiological study

Bettiga,

Noci

2024

Front. Psychol.

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Emotional and cognitive reactions to the media context prove impactful on advertising effectiveness. However, research on the topic remains lacking and with a profusion of mixed results regarding the role of the context in enhancing or detracting communication effectiveness. This study explores the media context-advertising relationship, by investigating the influence of television content on advertisement in light of media psychophysiology and grounding on the Halo effect theory. Consumers’ responses to different television content and advertisements are assessed. Specifically, consumers’ arousal, pleasure, attention, and memorization are measured through brain analysis, heart rate, and skin conductance detection. Self-reported methods complement such analysis, by exploring the values associated with the television content and the advertised brands. Results show that television content influences consumer responses to the advertisement and the values associated with the brands, confirming the existence of a halo effect. Responses differ among television content typologies.

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Section: Neurophysiological Measuresmentioning

confidence: 99%

The influence of television content on advertisement: a neurophysiological study

Bettiga,

Noci

2024

Front. Psychol.

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“…With this in mind, researchers would benefit from methods capable of parsing reception processes without interruption or interference, and neural measures are prime candidates for this task. However, while a few early studies used EEG to explore attention to messages (Reeves et al, 1985;Thorson, 1990), the use of EEG in media psychology has remained limited (Morey, 2018).…”

Section: Erp Studies Of Motivated Attentionmentioning

confidence: 99%

Media Neuroscience on a Shoestring

Jahn

Meshi

Bente

et al. 2023

Journal of Media Psychology

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Abstract. Event-related potentials (ERPs) capture neural responses to media stimuli with a split-second resolution, opening the door to examining how attention modulates the reception process. However, the relatively high cost and difficulty of incorporating ERP methods have prevented broader adoption. This study tested the potential of a new mobile, relatively easy-to-mount, and highly affordable device for electroencephalography (EEG) measurement – the Muse EEG system – combined with a free, open-source platform for ERP recording and analysis. Specifically, we compared ERPs with affective visual stimuli – representative of the kind of engaging content that pervades modern social media. Our results confirm that the Muse system provides robust visual ERPs, highly reliable across two samples. Although there was no difference between ERPs to moderately positive and neutral stimuli in the expected time windows (200–300 ms, 400–600 ms), an exploratory analysis provided some evidence for differential processing of positive versus neutral images at the right temporal sensor site (TP10). Additionally, a compliance-gaining manipulation in participant instructions significantly improved data quality. These results support the use of the Muse EEG system in large-scale studies examining brain responses to screen media. They also suggest an easy social influence tactic that can enhance data quality as communication neuroscience is scaled up. The availability of a mobile EEG system for 250 USD makes it possible to incorporate neuroimaging into various communication paradigms beyond visual communication.

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“…At the same time, access to MRI facilities, average scanning costs, and a steep technical learning curve have hindered communication researchers from incorporating fMRI into their methodological arsenal. Yet, powerful and cost-effective alternatives to fMRI have been applied in media exposure research, including electroencephalography (EEG, Morey, 2018) and functional near infrared spectroscopy (fNIRS, Dieffenbach et al, 2021). Space limitations prevent us from discussing these techniques in detail but we refer the interested reader to these key-citations.…”

Section: Fmrimentioning

confidence: 99%

Media Exposure and Neurobiological Theories & Methods

Hopp,

Bakker

2023

Preprint

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Media exposure is an inherently dynamic process. Whether we are watching TV, listening to music, or scrolling through the latest news feed, our brains continuously parse incoming sensory information into coherent, interconnected, and meaningful units. Notably, these complex computational transformations often appear intuitively and without conscious awareness, owing to the evolved, functionally-specialized circuits that constitute our neurobiological make-up. The conceptualization of media exposure as a dynamic process – enabled and orchestrated by an ensemble of biological systems – has sparked an exciting, interdisciplinary field of research. At the same time, the paradigm shift frombehaviorism towards information processing has also raised an intricatemethodological debate: Can we reliably measure the opaque cognitive processing ofmedia content in real time? In this chapter, we review efforts to tackle this question,providing the reader with a critical discussion of psychophysiological measurements that continuously monitor individuals’ cognition’s during media exposure. Rather than developing a comprehensive introduction and inventory, weherein take a broader perspective, focusing on what dynamic measures can (and cannot) reveal about media exposure, followed by a discussion of recurrent validity and reliability issues and attempts towards their mitigation. In the end, we briefly discuss how technological advancements and rising societal questions may shape the future of psychophysiological media research.

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Electroencephalography in communication research: a review of the past and a glimpse of future possibilities

Cited by 10 publications

References 78 publications

The influence of television content on advertisement: a neurophysiological study

The influence of television content on advertisement: a neurophysiological study

Media Neuroscience on a Shoestring

Media Exposure and Neurobiological Theories & Methods

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Electroencephalography in communication research: a review of the past and a glimpse of future possibilities

Cited by 10 publications

References 78 publications

The influence of television content on advertisement: a neurophysiological study

The influence of television content on advertisement: a neurophysiological study

Media Neuroscience on a Shoestring

Media Exposure and Neurobiological Theories &amp; Methods

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Product

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Media Exposure and Neurobiological Theories & Methods