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. 2016 Nov 7;6:36487. doi: 10.1038/srep36487

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(A) Spectral result of the left frontal region, which includes 21 components, showing strong activity in the theta band. (B,C) Spectral results for the left and right occipital regions, both of which include 30 components, and show strong activities in the theta and beta bands. (D) Spectral result of the limbic system, which includes 50 components, showing strong activity in the gamma band. The beta band of the bilateral occipital region and the gamma band of the limbic system also showed significantly higher frequency responses to video commercials with a narrative structure than to video commercials with no narrative structure (p < 0.05). For the impact of branding product exposures, the power of the theta oscillations generated during video commercials with multiple exposures were significantly higher than those generated during video commercials with a single exposure. This was only observed in the right occipital region (p < 0.001).