Analysis of Consumer Decision on E-Commerce Platforms with Video Advertising and Brain Data - Figure 6

Figure 6 presents the Shannon Entropy comparison between high- and low-quality video conditions across four frontal electrode positions in the gamma frequency band. The good video quality conditions (blue bars) show substantially higher entropy values (1.78–1.82) than the bad quality conditions (orange-red bars, 1.09–1.11). The dashed purple line represents the cutoff (1.735) that separates the two classes with high accuracy. Patterns at higher entropy levels reflect higher neural complexity and information processing capacity, indicating that high-quality videos elicit more advanced cognitive networks. For good ads, maximal entropy is obtained by electrode F7 (1.82), which suggests that in processing high quality visual advertising the temporal lobe would be particularly engaged.