Analysis of Consumer Decision on E-Commerce Platforms with Video Advertising and Brain Data - Figure 7

Figure 7 shows the Mean Absolute Value difference between good and poor video quality conditions over frontal electrodes in the beta frequency band. Under high-quality video conditions, consistent activation levels (0.5) are preserved among all electrode positions, still being beyond the threshold value (0.46, that is the dashed orange line). Poor conditions (red-orange bars) in contrast elicit lower activation (0.30–0.31). The beta oscillation is closely associated with sustained attention, effective concentration and conscious cognitive processes. The sustained high MAV values in all frontal sites during good video exposure imply continuous attentional involvement, which is an essential precondition for successful advertising impact and purchase decision.