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.
Sci Rep. 2023 Apr 4;13(1):5532. doi: 10.1038/s41598-023-31751-0.
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.
短视频中的人群对视频广告的偏好各有不同。这些差异的背后是什么？反复观看视频片段可能会产生依赖于个体和刺激的一致的时空神经活动模式。此外，这种一致性可能与个体观众的参与度和记忆有关。由于人群偏好与个体观众的参与度和记忆有关，因此在较小的观众群体中观察到的一致性可以预测人群偏好。为了验证这一假设，我们测量了参与者对反复呈现的电视广告的脑电图（EEG）反应的试验间一致性程度。我们观察到在重复观看时神经活动模式的一致性，并发现观看流行电视广告时神经反应时空模式的相似性可以预测从大量观众获得的人群偏好。此外，使用包括两组观看不同刺激集的参与者的两个数据集的回归模型在留一法交叉验证中表现出了良好的预测性能。这些发现表明，EEG 反应中的普遍时空模式可以解释人群层面的人类行为。
