The issue of multiple univariate comparisons in the context of neuroelectric brain mapping: an application in a neuromarketing experiment

Journal of Neuroscience Methods
G VecchiatoFabio Babiloni

Abstract

This paper presents some considerations about the use of adequate statistical techniques in the framework of the neuroelectromagnetic brain mapping. With the use of advanced EEG/MEG recording setup involving hundred of sensors, the issue of the protection against the type I errors that could occur during the execution of hundred of univariate statistical tests, has gained interest. In the present experiment, we investigated the EEG signals from a mannequin acting as an experimental subject. Data have been collected while performing a neuromarketing experiment and analyzed with state of the art computational tools adopted in specialized literature. Results showed that electric data from the mannequin's head presents statistical significant differences in power spectra during the visualization of a commercial advertising when compared to the power spectra gathered during a documentary, when no adjustments were made on the alpha level of the multiple univariate tests performed. The use of the Bonferroni or Bonferroni-Holm adjustments returned correctly no differences between the signals gathered from the mannequin in the two experimental conditions. An partial sample of recently published literature on different neuroscience journ...Continue Reading

References

Apr 29, 1998·IEEE Transactions on Bio-medical Engineering·R Grave de Peralta-Menendez, S L Gonzalez-Andino
Mar 22, 2002·NeuroImage·Christopher R GenoveseThomas Nichols
Nov 6, 2003·Statistical Methods in Medical Research·Thomas Nichols, Satoru Hayasaka
Feb 26, 2004·NeuroImage·Rolando Grave de Peralta MenendezSara L Gonzalez Andino
Feb 15, 2005·Magnetic Resonance Imaging·Fabio BabiloniFebo Cincotti
Jun 9, 2006·Human Brain Mapping·Laura AstolfiFabio Babiloni
Dec 8, 2007·Human Brain Mapping·Brent R LoganDaniel B Rowe
Mar 13, 2008·IEEE Transactions on Bio-medical Engineering·L AstolfiF Babiloni
Jan 1, 2010·Social Cognitive and Affective Neuroscience·Craig M BennettMichael B Miller
Jan 1, 1997·Human Brain Mapping·R Grave de Peralta MenendezC Michel

❮ Previous
Next ❯

Citations

Feb 18, 2011·Medical & Biological Engineering & Computing·Giovanni VecchiatoFabio Babiloni
Mar 23, 2012·Sensors·Luis Fernando Nicolas-Alonso, Jaime Gomez-Gil
Nov 7, 2013·Brain Topography·Christoph S HerrmannDaniel Strüber
Mar 20, 2014·International Journal of Pediatric Otorhinolaryngology·Pasquale MarsellaFabio Babiloni
Aug 26, 2014·Computational and Mathematical Methods in Medicine·Giovanni VecchiatoFabio Babiloni
Jul 26, 2011·Cortex; a Journal Devoted to the Study of the Nervous System and Behavior·Joanna M Wardlaw, Burkhard Schafer
Dec 10, 2015·Medical & Biological Engineering & Computing·Giovanni VecchiatoFabio Babiloni
Feb 26, 2015·Annals of Neurology·Floriana PichiorriDonatella Mattia
Sep 13, 2014·Computational and Mathematical Methods in Medicine·Giovanni VecchiatoFabio Babiloni

❮ Previous
Next ❯

Related Concepts

Related Feeds

Cardiac Conduction System

The cardiac conduction system is a specialized tract of myocardial cells responsible for maintaining normal cardiac rhythm. Discover the latest research on the cardiac conduction system here.