Home › Cell Biology › Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements
Cell Biology JoVE (Open Access) Citable · DOI

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

DOI: 10.3791/55872-v
What you'll learn
  • ✓ Set up and calibrate EEG, heart rate, and galvanic skin response equipment for simultaneous recording
  • ✓ Acquire physiological data during presentation of antismoking public service announcements
  • ✓ Analyze emotional and cerebral responses using integrated multimodal biosignal processing
Protocol

The following protocol describes a series of operational and computational steps required to properly estimate the emotional and cerebral reaction of a group of subjects towards a selected number of Public Service Announcements (PSAs) against smoking, aired in the USA and Europe during the period between 1998 and 2015.

Difficulty
advanced
Total time
~2–3 hours per subject (includes electrode placement, baseline calibration, stimulus presentation, and data export)

Steps

1
Set up and calibrate EEG recording system

Prepare electroencephalographic electrode placement, amplifier settings, and signal acquisition software. Establish baseline impedance and quality checks before subject enrollment.

▶ 01:18
2
Assess cerebral and emotional reactions to PSAs

Present antismoking public service announcements to subjects while simultaneously recording EEG, heart rate, and galvanic skin response. Analyze temporal correlations between stimulus onset and physiological responses.

▶ 04:24
3
Interpret multimodal biosignal data and findings

Synthesize EEG, cardiac, and electrodermal data to characterize emotional engagement and cognitive processing during exposure to antismoking messaging.

▶ 05:19
💬 Comments coming soon