- 日本感性工学会論文誌 (ISSN:18840833)
- vol.10, no.2, pp.123-129, 2011 (Released:2011-12-09)
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Recently, neuromarketing has attracted attention, in which the customer's response to commodity and advertisement is analyzed from brain activity. In this study, electroencephalogram (EEG) was recorded while the commodity characters are presented and the familiarity towards them being evaluated. We analyzed the difference of the EEGs by the responses to the subjects (KNOWN or UNKNOWN). In the analysis of event-related potential (ERP) component P2, we found higher P2 amplitude for KNOWN than UNKNOWN. In addition, cognitive states affected induced gamma band responses (iGBR), KNOWN activated amplitudes in high gamma frequency band. From these results, we suggested that iGBR and P2 reflect cognitive states to the characters as human face familiarity.