Brain Responses (EEG)
The results of the asymmetries showed a pronounced right-hemisphere Alfa band power (p-value < 0.05) for every group of response ratings, meaning stronger left brain activation. Anterior/posterior asymmetry was also found for all classifications (p-value < 0.001)
In the ERP analysis (Figure 4), the mean potential measured in the LPP interval (400-600ms) revealed stronger activations in the centroparietal regions for the most preferred brands when compared with the most indifferent and the unknown brands (Table 1, 2)