In the following figures (Figure 5, 6 and 7) we can observe some of the most relevant results obtained with the LORETA method. In the Figure 5, we can verify qualitatively the differences between the most preferred brands and the most indifferent ones when compared with the baseline (non-emotional words) in the time period of the LPP. It‘s clear that the most preferred brands activate more the medial precuneus/posterior cingulate cortex and the left BA 7.
In the Figure 6, we present the results obtained from the direct comparison of the most preferred images and the most indifferent. Despite in the tANOVA many time- segments were identified as significant differences between the topographic maps of the two groups, when the sLORETA was calculated only the period approximately at 1600 ms revealed statistical significance (p-value <0.1). It corresponds to the middle frontal gyrus (-25, 60, 15). The other regions although not with statistical significance show similar results, the most preferred brands being more active in the frontal cortex.
The comparisons between the known brands (preferred/indifferent) and the unknown brands also revealed significant differences in the tANOVA analysis of the comparison of the topographic maps. Nonetheless, only the comparison between the most indifferent brands
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