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. 2020 May 29;14:465. doi: 10.3389/fnins.2020.00465

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Copyright © 2020 Hu, Wu, Li, Xu, Zhao and Sun.

This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

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Experimental design. (A) EEG Task. After 0.8–1.2 s fixation, the experiment randomly presented an ad; the participants were instructed to think about their preference for the ad. After 2.5 s, the next trial began. After presenting 28 ads, they were asked to answer how many volleyballs were on the screen, as shown in the dashed-border box, and they continued on to the EEG experiment after answering correctly. (B) Behavior Task. After 0.8–1.2 s fixation, the experiment randomly presented ads; the participants needed to evaluate their preference for the ad [seven-point scale ranging from “dislike a lot (= 1)” to “like a lot (= 7)”].