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The emotional divide: Alpha wave asy...

Iowa State University., Journalism and Mass Communication.

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The emotional divide: Alpha wave asymmetry of the frontal lobes during mild, moderate and high fear commercials.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The emotional divide: Alpha wave asymmetry of the frontal lobes during mild, moderate and high fear commercials./
Author:	Nacin, Corinne Virginia.
Description:	79 p.
Notes:	Adviser: Joel C. Geske.
Contained By:	Masters Abstracts International47-04.
Subject:	Mass Communications. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1462167
ISBN:	9781109056938

The emotional divide: Alpha wave asymmetry of the frontal lobes during mild, moderate and high fear commercials.
Nacin, Corinne Virginia.

The emotional divide: Alpha wave asymmetry of the frontal lobes during mild, moderate and high fear commercials. - 79 p.

Adviser: Joel C. Geske.

Thesis (M.S.)--Iowa State University, 2009.

Advertising is embedded into everyday American life. Many television commercials aim to connect with the audience on an emotional level. Amongst these emotions, fear is often used to gain consumer attention. Theorists believe that moderate fear is the most effective level of fear to gain consumer attention, and cause behavioral changes. The emotion of fear also has effects on human physiology. Two different theories describe that the emotion of fear is linked to frontal lobe asymmetry, claiming that the emotion of fear will activate the right side of the frontal lobes. This study examined the modulated levels of fear (low, moderate and high) to determine if fear does activate the right hemisphere of the frontal lobes. Specifically, this study predicted that moderate fear would activate the right hemisphere of the frontal lobes by decreasing amplitude and frequency of alpha EEG waves, more than low and high fear. Significant results were not found when comparing moderate fear to low and high fear in the right frontal lobe. However, mean scores for moderate fear compared to low and high fear scores reveal a trend of activation indicating moderate fear to activate the right hemisphere more than the other two levels of fear. Also, results show significant differences in alpha activation when moderate fear was compared to happy and neutral advertisements.

ISBN: 9781109056938Subjects--Topical Terms:

1017395
Mass Communications.

The emotional divide: Alpha wave asymmetry of the frontal lobes during mild, moderate and high fear commercials.
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020 $a 9781109056938
035 $a (UMI)AAI1462167
035 $a AAI1462167
040 $a UMI $c UMI
100 1 $a Nacin, Corinne Virginia. $3 1065037
245 1 4 $a The emotional divide: Alpha wave asymmetry of the frontal lobes during mild, moderate and high fear commercials.
300 $a 79 p.
500 $a Adviser: Joel C. Geske.
500 $a Source: Masters Abstracts International, Volume: 47-04, page: 1913.
502 $a Thesis (M.S.)--Iowa State University, 2009.
520 $a Advertising is embedded into everyday American life. Many television commercials aim to connect with the audience on an emotional level. Amongst these emotions, fear is often used to gain consumer attention. Theorists believe that moderate fear is the most effective level of fear to gain consumer attention, and cause behavioral changes. The emotion of fear also has effects on human physiology. Two different theories describe that the emotion of fear is linked to frontal lobe asymmetry, claiming that the emotion of fear will activate the right side of the frontal lobes. This study examined the modulated levels of fear (low, moderate and high) to determine if fear does activate the right hemisphere of the frontal lobes. Specifically, this study predicted that moderate fear would activate the right hemisphere of the frontal lobes by decreasing amplitude and frequency of alpha EEG waves, more than low and high fear. Significant results were not found when comparing moderate fear to low and high fear in the right frontal lobe. However, mean scores for moderate fear compared to low and high fear scores reveal a trend of activation indicating moderate fear to activate the right hemisphere more than the other two levels of fear. Also, results show significant differences in alpha activation when moderate fear was compared to happy and neutral advertisements.
590 $a School code: 0097.
650 4 $a Mass Communications. $3 1017395
650 4 $a Psychology, Physiological. $3 1017869
690 $a 0708
690 $a 0989
710 2 $a Iowa State University. $b Journalism and Mass Communication. $3 1030846
773 0 $t Masters Abstracts International $g 47-04.
790 $a 0097
790 1 0 $a Gentile, Douglas $e committee member
790 1 0 $a Geske, Joel C., $e advisor
790 1 0 $a Sar, Sela $e committee member
791 $a M.S.
792 $a 2009
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1462167