Frontal Asymmetry And Aggression Analysis

Self-report and observation could be bias if you want to get sincere information from people about a product or an advertisment as it cannot capture internal reaction to external stimuli. Frontal asymmetry provides a measure to understand how the brain fundamentally responds to product, ads or any other stimuli. The frontal electroencephalogram (EEG) asymmetry is the difference between the left and right alpha activity over the frontal regions of the brain during EEG recordings. The frontal asymmetry can be used to measure emotions and motivations and to also study constructs such as temperament, personality, psychopathology and cognitive control. (Smith, Samantha, Stewart, Allen 2017).
A study by (Ohme, Reykowska, Wiener, choromanska 2010) investigated the left hemispheric dominance of participants cortex to incoming stimuli. This was based on Davidsons model of frontal asymmetry which proposed that left frontal cortex is involved in a system approach facilitating behaviour while right frontal cortex is involved more with withdrawal from aversive stimuli. The study set out to identify how the frontal asymmetry can be a diagnostic tool to measure the potential of TV commercial to generate specific behaviour. Neurological responses of participants were recorded while watching 3 TV ads
However, the ear/mastoid is not an electrically inactive sites so their might be some distortions in the frontal alpha asymmetry. (Smith et al 2017)suggested that an alternative which is the current source density(CSD) as basis of asymmetry measures, CSD reduces the contribution of non-frontal sources to frontal asymmetry and provides a better index of individual differences in the frontal asymmetry. The CSD however also comes with some limitations, more electrodes are needed for its estimation and its heightens the difference between electrodes which leads to the filtering out of small active patches of cortex between the