Spatiotemporal consistency of neural responses to repeatedly presented video stimuli accounts for population preferences.

Autor: Hoshi A; RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan.; KIRIN Central Research Institute, Research & Development Division, Kirin Holdings Company, Limited, 26-1-12-12 Muraoka-Higashi 2-chome, Fujisawa, Kanagawa, 251-8555, Japan., Hirayama Y; RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan., Saito F; RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan., Ishiguro T; KIRIN Central Research Institute, Research & Development Division, Kirin Holdings Company, Limited, 26-1-12-12 Muraoka-Higashi 2-chome, Fujisawa, Kanagawa, 251-8555, Japan., Suetani H; RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan.; Faculty of Science and Technology, Oita University, 700 Dannoharu, Oita, 870-1192, Japan., Kitajo K; RIKEN Center for Brain Science, 2-1 Hirosawa, Wako, Saitama, 351-0198, Japan. kkitajo@nips.ac.jp.; Division of Neural Dynamics, Department of System Neuroscience, National Institute for Physiological Sciences, National Institutes of Natural Sciences, 38 Nishigonaka, Myodaiji, Okazaki, Aichi, 444-8585, Japan. kkitajo@nips.ac.jp.; Department of Physiological Sciences, School of Life Science, The Graduate University for Advanced Studies (SOKENDAI), 38 Nishigonaka, Myodaiji, Okazaki, 444-8585, Japan. kkitajo@nips.ac.jp.
Jazyk: angličtina
Zdroj: Scientific reports [Sci Rep] 2023 Apr 04; Vol. 13 (1), pp. 5532. Date of Electronic Publication: 2023 Apr 04.
DOI: 10.1038/s41598-023-31751-0
Abstrakt: Population preferences for video advertisements vary across short video clips. What underlies these differences? Repeatedly watching a video clip may produce a consistent spatiotemporal pattern of neural activity that is dependent on the individual and the stimulus. Moreover, such consistency may be associated with the degree of engagement and memory of individual viewers. Since the population preferences are associated with the engagement and memory of the individual viewers, the consistency observed in a smaller group of viewers can be a predictor of population preferences. To test the hypothesis, we measured the degree of inter-trial consistency in participants' electroencephalographic (EEG) responses to repeatedly presented television commercials. We observed consistency in the neural activity patterns across repetitive views and found that the similarity in the spatiotemporal patterns of neural responses while viewing popular television commercials predicts population preferences obtained from a large audience. Moreover, a regression model that used two datasets, including two separate groups of participants viewing different stimulus sets, showed good predictive performance in a leave-one-out cross-validation. These findings suggest that universal spatiotemporal patterns in EEG responses can account for population-level human behaviours.
(© 2023. The Author(s).)
Databáze: MEDLINE
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