Designing a New Model for the Relationship between Individual features and Brain Gamma Waves from advertising Images

Ali Asghar Eyvazi Heshmat, Mohammad Mahmoudi Maymand, Alireza Aghayosefi, Mohammad Mahdi Parhizkar


This study mainly attempted to design a new model for the relationship between Individual features and brain gamma waves from advertising images. The demographic characteristics of the subjects were identified through Edinburgh’s Lateral Preference Scale, Scott and Bruce’s General Decision-Making Style Inventory and Gray-Wilson Personality Questionnaire (GWPQ). The brain gamma waves were recorded by quantitative electroencephalography (QEEG). This research involved laboratory testing in terms of methodology, where a total of 72 subjects were selected through random sampling from among students at Payame-Noor- University of Qom. The average age of the selected samples was 24 years, including 48 females and 24 males. There were four sets of advertising images containing pasta and cracker in round and pointy shapes in warm colors (orange) as well as cold colors (gray and blue). The model was designed through the Partial Least Squares (PLS) technique.

The results demonstrated that age and gamma waves from round images (warm and cold) were in a significantly positive relationship. Fight, a personality trait, was in a significantly negative relationship with both warm and cold gamma waves from round images, and also from pointy and cold images. Avoidance, a component of decision-making styles, had a significantly positive relationship with gamma waves from round images. Other components of personality traits, decision-making styles, lateral preference and gender had no significant relationship with gamma waves from image sets. Also the high gamma waves, only gender had a significantly positive relationship with pointy and round image sets.


Gamma waves; advertising images; Individual features; EEG

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