Hemispherically Lateralized EEG as a Response to Television Commercials

Abstract

EEG was recorded from 21 right-handed women as they watched commercial television. A significant amount of variance in hemispheric dominance shifts of lateralized EEG was explained as a function of the onset of easily identifiable variables in the stimulus. There were hemispheric differences in EEG due to the verbal and nonverbal components of the stimulus. Lags between stimulus onset and change in EEG also were observable. The data were found to be reliable within this study, between this study and a prior one, and between this study and others in the EEG literature that uses less complex stimuli.