Evaluating the Data Quality and the Uncertainty in Electroencephalogram Signals for a Neuromarketing Service which Computes Attentional Engagement

摘要

Objective and quantitative data, which indicate when and how much moviegoers are engaged with movies is important for movie makers when creating a film. However, with the traditional method of a review questionnaire, it is difficult to determine precisely the degree to which moviegoers were engaged and when this occurred. To evaluate the Attentional Engagement (AE) precisely, we used electroencephalogram (EEG) on Japanese students who were watching the American movie Iron Man. We found a significant decrease in the EEG power in the low-alpha-frequency band while the participants watched film content evoking subjective higher attention. To use our results as reference data for a neuromarketing service, we suggest a procedure with criteria evaluating the quality level of data. According to this procedure, the EEG power values of AE for the movie Iron Man can serve as standard reference data with quality level of validated.