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. 2018 Jun 14;8:9117. doi: 10.1038/s41598-018-27294-4

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© The Author(s) 2018

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/.

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Independent component analysis was performed on the electroencephalography signals of all the participants to obtain the statistically significant scalp map and equivalent dipole for clustering, which resulted in 12 brain areas. The figures show the scalp map and equivalent dipole of the 12 brain areas. *Indicates that the ERSP analysis revealed significant differences in these brain regions for the two factors (different representations and sounds of brand placement; p < 0.05), which include the right parietal area (BA 2), right occipital area (BA 17), and limbic lobe (BA 30). Parametric testing with FDR correction was performed for significance testing (p < 0.05) to further compare the differences for the varying representations and sounds at different frequencies (Fig. 5).