Application of frontal EEG asymmetry to advertising research

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Approach the Good, Withdraw from the Bad—A Review on Frontal Alpha Asymmetry Measures in Applied Psychological Research (2013, background): “Consequently, removing the ball animation made the FAA effect disappear (Ohme et al., 2010).”
Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling (2015, background): “…has been considerable research in both academia and industry using neurophysiological measures to better understand consumer responses to advertising (Ohme et al. 2010; Stipp and Woodard 2011), it is important to examine whether these measures actually translate into real-life advertising success.”
Biometric Measures for Interactive Advertising Research (2011, methodology): “In one study (Ohme et al. 2010b), we have identified frontal cortex activation in reaction to television advertisements, using a comparison of three consecutive creative executions of Sony Bravia ads ("Balls," "Paints," and "Play-Doh").”
Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking (2013, background): “These studies found that the amount of cortical spectral activity from the frontal areas and parietal areas was higher for TV commercials that wereremembered, compared with the activity elicited by TV commercials that were forgotten (Ohme et al., 2010; Astolfi et al., 2008).”