Analysis of Consumer Decision on E-Commerce Platforms with Video Advertising and Brain Data - Figure 8

Figure 8 shows the Shannon Entropy comparison between good and poor video quality conditions across frontal electrodes in the beta frequency band. High quality conditions (blue bars) show higher entropy values (1.77–1.78) and these are always above the cutoff threshold of 1.095 (purple dashed line), while low quality conditions (dark orange bars, 1.06–1.08) remain below this threshold. The large entropy difference and the strong response of beta band oscillations to condition (spatial filters in the lower β-frequency range) validate neurally based complexity as a robust neurophysiological index for tendency to purchase. The electrodes FP2 and F7 have maximum entropy (1.78) for good videos, implying that the both medial prefrontal and left temporal regions are involved in processing advertisement content that affects buying behaviour.