.png){kind=icon}
.png){kind=icon}
Return
Perspective-taking in video advertising: insights from EEG connectivity and channel-wise spectral analysis
.png){kind=icon}
OA
AI
M
C
V
M
DOI：10.3389/fnbeh.2026.1740368.png)
.png){kind=icon}
Original request for help.png){kind=icon}
Share.png){kind=icon}
Save
Abstract
En 中文
Perspective-taking; a key social cognition process; plays a significant role in shaping consumer behavior. Despite its relevance; existing research has largely focused on its visuo-spatial dimensions; with little attention given to its cognitive and emotional aspects; especially in the context of communication content perception; where no established electroencephalography (EEG) measures have assessed these components. In this exploratory study; EEG data were recorded from participants while viewing food and beverage advertisements (ads) featuring product interactions. They also provided ratings of their emotional and cognitive perspective-taking during the viewing; as well as their assessments of ad effectiveness. Channel-wise spectral powers and connectivity measures from both original and Minimum Spanning Tree networks were computed and correlated with self-report ratings. Results showed that cognitive perspective-taking correlated negatively with frontal θ power and positively with α clustering coefficient. Perceived ad effectiveness positively correlated with α clustering coefficient; path length; and degree divergence; as well as with δ path length and average degree. Although exploratory; this study provides initial evidence of EEG correlates of consumers' perspective-taking processes and suggests potential associations with advertising effectiveness. These findings may inform future hypotheses on cognitive load; working memory; and reward-related processes; which should be directly tested in confirmatory studies.
Keywords:
social cognition
electroencephalography (EEG)
consumer neuroscience
neuromarketing
perspective-taking
advertising effectiveness
food and beverage communication
graph-theoretical analysis
Journal
IF:
2.9
Papers:
385
Citations:
1.1W
Organization
Cited Papers