Arianna Trettel - Academia.edu (original) (raw)
Papers by Arianna Trettel
Foods
The past few decades have seen significant methodological and theoretical change within sensory s... more The past few decades have seen significant methodological and theoretical change within sensory science, including in food sciences. The physiological reaction to the Autonomous Nervous System (ANS) provides insightful information in interpreting consumers’ sensory and affective reactions. In this regard, we investigated how explicit responses of liking and perceived intensity of sensory features (sweet, bitter, and astringency) and implicit objective physiological responses of Heart Rate (HR) and Galvanic Skin Response (GSR) are modulated when varying the sweetness (sucrose concentration with 38; 83; 119; 233 g/kg) level in a cocoa-based product (dark chocolate pudding) and their relationship. The demographic effects on responses were also investigated. Results showed the effects of the sucrose concentration levels on liking and perceived intensity of all the sensory characteristics and on HR responses, which highlighted a significant effect of the sucrose concentration level. As r...
Copyright © 2014 Giovanni Vecchiato et al. This is an open access article distributed under the C... more Copyright © 2014 Giovanni Vecchiato et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers ’ reaction to advertisements from a neuroscientific perspective. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews. In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GS...
Micro & Macro Marketing, 2014
Neuromarketing is the multidisciplinary field of research whose aim is to investigate the consume... more Neuromarketing is the multidisciplinary field of research whose aim is to investigate the consumers' reaction to commercial advertisements, or to the product appreciation, from a neuroscientific perspective. In fact, there are high hopes that neuroimaging technology could cope with some of the unsolved problems that marketers face. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including administering questionnaires to large samples of consumers, or performing psychological personal or group interviews. In this scenario, we performed a series of experiments in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of several Tv commercials. Thanks to high resolution electroencephalography (hrEeg) anno XXIII, tools, we were able to track the electric brain activity and correlate the spati...
Contributions to Management Science, 2021
Frontiers in Human Neuroscience, 2017
Conference proceedings : ... Annual International Conference of the IEEE Engineering in Medicine and Biology Society. IEEE Engineering in Medicine and Biology Society. Annual Conference, 2014
Nowadays, there is a growing interest in measuring the impact of advertisements through the estim... more Nowadays, there is a growing interest in measuring the impact of advertisements through the estimation of cerebral reactions. Several techniques and methods are used and discussed in the consumer neuroscience. In such a context, the present paper provides a novel method to estimate the level of memorization occurred in subjects during the observation of TV commercials. In particular, the present work introduce the Peak Density Function (PDF) as an electroencephalographic (EEG) time-varying variable which is correlated with the cerebral events of memorization of TV commercials. The analysis has been performed on the EEG activity recorded on twenty healthy subjects during the exposition to several advertisements. After the EEG recordings, an interview has been performed to obtain the information about the memorized scenes for all the video clips watched by the subjects. Such information has been put in correlation with the occurrence of transient peaks of EEG synchronization in the th...
Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing, 2013
The most popular brain imaging method adopted in the neuromarketing field is the functional Magne... more The most popular brain imaging method adopted in the neuromarketing field is the functional Magnetic Resonance Image (fMRI), a techniques that returns a sequence of images of the cerebral activity by means of the measure of the cerebral blood flow. Although such as images are “static”, i.e. they are related to around ten seconds activity, they have a high spatial resolution that no other neuroimaging method can offer. Nowadays, fMRI scanners are currently used in the neuromarketing field and in literature there exist some scientific studies showing the activation of particular cerebral areas during the tasting of a couple of popular drinks such as Coca-Cola and Pepsi (McClure et al., 2004).
Conference proceedings : ... Annual International Conference of the IEEE Engineering in Medicine and Biology Society. IEEE Engineering in Medicine and Biology Society. Annual Conference, Jul 1, 2017
The taste is a vital sense in humans, because of its active role in regulating nutrition or avoid... more The taste is a vital sense in humans, because of its active role in regulating nutrition or avoiding harmful substances. Several studies showed the important role of the brain Pre-Frontal Cortex in decoding information coming from the gustatory system. It is also widely known, in neuroscientific literature, that the asymmetry of Pre-Frontal Cortex Activity is closely linked to the feeling of pleasantness experienced by the subject during sensorial stimulation. In this regard, from the electroencephalographic (EEG) signal it is possible to estimate the Approach/Withdrawal (AW) index, which has been largely investigated and validated in scientific literature, regarding visual, acoustic and olfactory stimuli.
Neuromarketing predicts that multiple factors contribute to the choice of a product, among them, ... more Neuromarketing predicts that multiple factors contribute to the choice of a product, among them, the perceived value, pleasantness, and emotion related to the use of it. In this framework, a particular field is constituted by luxury items, such as wine. Wine is particularly suitable to marketing effects, both extrinsic (label) and intrinsic features (volatile composition and color) lead to the constitution of the experienced value, and the analysis of the contribution of olfaction to the process of tasting is fundamental in order to study flavor perception. Scope of the present study was to investigate the reaction to the smell and the gustation of the wine, with and without the olfactory contribution, through an electroencephalographic index, assumed as an indicator of approach or withdrawal (AW) motivation, and an autonomic index (emotional index—EI), deriving from the matching of heart rate and galvanic skin response activity. Results of this pilot research showed a statistically...
Neuroeconomic and Behavioral Aspects of Decision Making, 2017
In this chapter, we presented the findings of an experiment aimed to investigate cerebral and emo... more In this chapter, we presented the findings of an experiment aimed to investigate cerebral and emotional activity during the purchase of fruit and vegetable products in a supermarket. In particular, we measured the brain activity—through the electroencephalogram (EEG)—and the eye gaze of individuals visiting specific areas of a supermarket, and focused particularly on the purchase of some products in the fruit and vegetables department. The group was equally divided according to the occupation (50% workers and 50% non-workers), and chosen on the basis of specific socio-demographic features and of intrinsic characteristics, like the sensitivity to local rather than global food. Comparisons of neuro- and biometric indices previously defined (pleasantness, memorization, interest and, emotion) have been performed to highlight differences between the customers’ perception of the products—also compared to other product categories. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain information not obtainable otherwise with verbal interviews. The analysis of the emotions aroused during the shopping experience, investigated with modern techniques of brain-marketing, could help to analyze the perception of fruit and vegetable products—whose consumption is in decline in Italy since this is not an ‘emotionally appealing’ product category—according to the consumer’s actions and emotions.
International Review on Public and Nonprofit Marketing, 2021
Advertising for non-profit organizations through television commercials is a valuable means of co... more Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to ...
Computational Intelligence and Neuroscience, 2019
The new technological advances achieved during the last decade allowed the scientific community t... more The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the spe...
Frontiers in Human Neuroscience, 2018
Applying Neuroscience to Business Practice
The author's recommendation in its proposal on current marketing is the most scientific appro... more The author's recommendation in its proposal on current marketing is the most scientific approach to a topic with so many contradictions; due to trendy, current, efficiency or social deception. These and other statements about neuromarketing have made a topic of importance in world literature. The purpose at this time, was to make an explanation of neuromarketing based on rigorous scientific knowledge. Based on that, the author approaches without fear neuro-scientific concepts with the expertise of an experienced person in the field, and with the knowledge of the mixture with the administrative areas. The aim was to go from cell structure and explanation of how to measure, through the proper interpretation of what is measured, and reaching the practical application of the technique of neuromarketing for companies in 10 steps. Finally, clear scientific advances come to increase the study of “Neuromarketing”.
Ethics and Neuromarketing, 2016
In this chapter, we discuss about the transparency and reliability issues in the practice of the ... more In this chapter, we discuss about the transparency and reliability issues in the practice of the application of neuroscience-based methodologies on relevant marketing stimuli (e.g., neuromarketing). It is hypothesized that one of the reasons of the misperception and overestimation by the public opinion and mass media of the actual capabilities of the neuromarketing to inform marketing researcher is due to the lack of the transparency about the methodologies employed by the neuromarketing companies. In fact, different companies offer services that are based on proprietary computational methods and approaches that are not fully validated or disclosed through scientific publications to the scientific community. This opacity in the methodologies employed by some companies makes it difficult for the scientists to separate supported and unsupported claims of validity of the services offered by those companies. Such confusion is reflected in an often misplaced communication toward the public opinion and the final users of these methodologies about the effective capability of such approach to capture the generation of the decision making of the persons in front of marketing stimuli.
Selected Issues in Experimental Economics, 2016
In this chapter, we present the findings of an experiment aimed to investigate cognitive and emot... more In this chapter, we present the findings of an experiment aimed to investigate cognitive and emotional changes of cerebral activity during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR) and heart rate (HR) from a group of 24 healthy subjects during the observation of a series of TV advertisements. The group was equally divided also by gender (male, female) and age (young, old). Comparisons of cerebral and emotional indices previously defined have been performed to highlight gender differences between TV commercial and scenes of interest of specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain information not obtainable otherwise with verbal interviews. These cerebral and emotional indexes could help to analyze the perception of TV advertisements according to the consumer’s gender and age.
2015 37th Annual International Conference of the IEEE Engineering in Medicine and Biology Society (EMBC), 2015
In this paper we measured the neuroelectrical and the eye-movements activities in a group of 27 h... more In this paper we measured the neuroelectrical and the eye-movements activities in a group of 27 healthy subjects during their visit of a fine arts gallery in which a series of masterpieces of the Italian painter Tiziano Vecellio (also known as Titian, 1488-1576) were shown. The pictures chosen for the visit were 10 portraits and 10 of religious subjects. Each picture was observed for a minute. A mobile EEG device with an eye-tracker was used for this experiment. Evaluation of the appreciation of the pictures was performed by using the neuroelectrical approach-withdrawal index (AW). High value of AW means high appreciation of the picture. The number of eye fixations performed by the subjects during the observation of the pictures was also analyzed. Results showed that in the examined group the AW index was significant higher during the observation of portraits than during the observation of the religious subjects (as resulted from an ANOVA performed on AW index, with a p<;0,007). Interestingly, the average AW index estimated in the first 20 seconds of the observation of the pictures remains highly correlated with the AW index evaluated for the second part of the data (from 20 s to one minute) for all the 20 pictures examined (r = 0,82, p<;0,0001). In addition, the number of eye fixations performed by the subjects in the first 5 or 10 seconds of observation of the pictures that were most appreciated are significantly higher than the number of eye fixations performed on pictures that subjects did not like (p<;0,048 and p<;0,0018, respectively). Such difference vanishes if the entire period of observation of the pictures of one minute is used (p = 0,54). Taken together, such results seem to suggest that the neuroelectrical correlates of the perception of "good" or "bad" pictures are rapidly formed in our brain, within the first 10-20 seconds from the exposition to the picture.
Foods
The past few decades have seen significant methodological and theoretical change within sensory s... more The past few decades have seen significant methodological and theoretical change within sensory science, including in food sciences. The physiological reaction to the Autonomous Nervous System (ANS) provides insightful information in interpreting consumers’ sensory and affective reactions. In this regard, we investigated how explicit responses of liking and perceived intensity of sensory features (sweet, bitter, and astringency) and implicit objective physiological responses of Heart Rate (HR) and Galvanic Skin Response (GSR) are modulated when varying the sweetness (sucrose concentration with 38; 83; 119; 233 g/kg) level in a cocoa-based product (dark chocolate pudding) and their relationship. The demographic effects on responses were also investigated. Results showed the effects of the sucrose concentration levels on liking and perceived intensity of all the sensory characteristics and on HR responses, which highlighted a significant effect of the sucrose concentration level. As r...
Copyright © 2014 Giovanni Vecchiato et al. This is an open access article distributed under the C... more Copyright © 2014 Giovanni Vecchiato et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers ’ reaction to advertisements from a neuroscientific perspective. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews. In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GS...
Micro & Macro Marketing, 2014
Neuromarketing is the multidisciplinary field of research whose aim is to investigate the consume... more Neuromarketing is the multidisciplinary field of research whose aim is to investigate the consumers' reaction to commercial advertisements, or to the product appreciation, from a neuroscientific perspective. In fact, there are high hopes that neuroimaging technology could cope with some of the unsolved problems that marketers face. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including administering questionnaires to large samples of consumers, or performing psychological personal or group interviews. In this scenario, we performed a series of experiments in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of several Tv commercials. Thanks to high resolution electroencephalography (hrEeg) anno XXIII, tools, we were able to track the electric brain activity and correlate the spati...
Contributions to Management Science, 2021
Frontiers in Human Neuroscience, 2017
Conference proceedings : ... Annual International Conference of the IEEE Engineering in Medicine and Biology Society. IEEE Engineering in Medicine and Biology Society. Annual Conference, 2014
Nowadays, there is a growing interest in measuring the impact of advertisements through the estim... more Nowadays, there is a growing interest in measuring the impact of advertisements through the estimation of cerebral reactions. Several techniques and methods are used and discussed in the consumer neuroscience. In such a context, the present paper provides a novel method to estimate the level of memorization occurred in subjects during the observation of TV commercials. In particular, the present work introduce the Peak Density Function (PDF) as an electroencephalographic (EEG) time-varying variable which is correlated with the cerebral events of memorization of TV commercials. The analysis has been performed on the EEG activity recorded on twenty healthy subjects during the exposition to several advertisements. After the EEG recordings, an interview has been performed to obtain the information about the memorized scenes for all the video clips watched by the subjects. Such information has been put in correlation with the occurrence of transient peaks of EEG synchronization in the th...
Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing, 2013
The most popular brain imaging method adopted in the neuromarketing field is the functional Magne... more The most popular brain imaging method adopted in the neuromarketing field is the functional Magnetic Resonance Image (fMRI), a techniques that returns a sequence of images of the cerebral activity by means of the measure of the cerebral blood flow. Although such as images are “static”, i.e. they are related to around ten seconds activity, they have a high spatial resolution that no other neuroimaging method can offer. Nowadays, fMRI scanners are currently used in the neuromarketing field and in literature there exist some scientific studies showing the activation of particular cerebral areas during the tasting of a couple of popular drinks such as Coca-Cola and Pepsi (McClure et al., 2004).
Conference proceedings : ... Annual International Conference of the IEEE Engineering in Medicine and Biology Society. IEEE Engineering in Medicine and Biology Society. Annual Conference, Jul 1, 2017
The taste is a vital sense in humans, because of its active role in regulating nutrition or avoid... more The taste is a vital sense in humans, because of its active role in regulating nutrition or avoiding harmful substances. Several studies showed the important role of the brain Pre-Frontal Cortex in decoding information coming from the gustatory system. It is also widely known, in neuroscientific literature, that the asymmetry of Pre-Frontal Cortex Activity is closely linked to the feeling of pleasantness experienced by the subject during sensorial stimulation. In this regard, from the electroencephalographic (EEG) signal it is possible to estimate the Approach/Withdrawal (AW) index, which has been largely investigated and validated in scientific literature, regarding visual, acoustic and olfactory stimuli.
Neuromarketing predicts that multiple factors contribute to the choice of a product, among them, ... more Neuromarketing predicts that multiple factors contribute to the choice of a product, among them, the perceived value, pleasantness, and emotion related to the use of it. In this framework, a particular field is constituted by luxury items, such as wine. Wine is particularly suitable to marketing effects, both extrinsic (label) and intrinsic features (volatile composition and color) lead to the constitution of the experienced value, and the analysis of the contribution of olfaction to the process of tasting is fundamental in order to study flavor perception. Scope of the present study was to investigate the reaction to the smell and the gustation of the wine, with and without the olfactory contribution, through an electroencephalographic index, assumed as an indicator of approach or withdrawal (AW) motivation, and an autonomic index (emotional index—EI), deriving from the matching of heart rate and galvanic skin response activity. Results of this pilot research showed a statistically...
Neuroeconomic and Behavioral Aspects of Decision Making, 2017
In this chapter, we presented the findings of an experiment aimed to investigate cerebral and emo... more In this chapter, we presented the findings of an experiment aimed to investigate cerebral and emotional activity during the purchase of fruit and vegetable products in a supermarket. In particular, we measured the brain activity—through the electroencephalogram (EEG)—and the eye gaze of individuals visiting specific areas of a supermarket, and focused particularly on the purchase of some products in the fruit and vegetables department. The group was equally divided according to the occupation (50% workers and 50% non-workers), and chosen on the basis of specific socio-demographic features and of intrinsic characteristics, like the sensitivity to local rather than global food. Comparisons of neuro- and biometric indices previously defined (pleasantness, memorization, interest and, emotion) have been performed to highlight differences between the customers’ perception of the products—also compared to other product categories. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain information not obtainable otherwise with verbal interviews. The analysis of the emotions aroused during the shopping experience, investigated with modern techniques of brain-marketing, could help to analyze the perception of fruit and vegetable products—whose consumption is in decline in Italy since this is not an ‘emotionally appealing’ product category—according to the consumer’s actions and emotions.
International Review on Public and Nonprofit Marketing, 2021
Advertising for non-profit organizations through television commercials is a valuable means of co... more Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to ...
Computational Intelligence and Neuroscience, 2019
The new technological advances achieved during the last decade allowed the scientific community t... more The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the spe...
Frontiers in Human Neuroscience, 2018
Applying Neuroscience to Business Practice
The author's recommendation in its proposal on current marketing is the most scientific appro... more The author's recommendation in its proposal on current marketing is the most scientific approach to a topic with so many contradictions; due to trendy, current, efficiency or social deception. These and other statements about neuromarketing have made a topic of importance in world literature. The purpose at this time, was to make an explanation of neuromarketing based on rigorous scientific knowledge. Based on that, the author approaches without fear neuro-scientific concepts with the expertise of an experienced person in the field, and with the knowledge of the mixture with the administrative areas. The aim was to go from cell structure and explanation of how to measure, through the proper interpretation of what is measured, and reaching the practical application of the technique of neuromarketing for companies in 10 steps. Finally, clear scientific advances come to increase the study of “Neuromarketing”.
Ethics and Neuromarketing, 2016
In this chapter, we discuss about the transparency and reliability issues in the practice of the ... more In this chapter, we discuss about the transparency and reliability issues in the practice of the application of neuroscience-based methodologies on relevant marketing stimuli (e.g., neuromarketing). It is hypothesized that one of the reasons of the misperception and overestimation by the public opinion and mass media of the actual capabilities of the neuromarketing to inform marketing researcher is due to the lack of the transparency about the methodologies employed by the neuromarketing companies. In fact, different companies offer services that are based on proprietary computational methods and approaches that are not fully validated or disclosed through scientific publications to the scientific community. This opacity in the methodologies employed by some companies makes it difficult for the scientists to separate supported and unsupported claims of validity of the services offered by those companies. Such confusion is reflected in an often misplaced communication toward the public opinion and the final users of these methodologies about the effective capability of such approach to capture the generation of the decision making of the persons in front of marketing stimuli.
Selected Issues in Experimental Economics, 2016
In this chapter, we present the findings of an experiment aimed to investigate cognitive and emot... more In this chapter, we present the findings of an experiment aimed to investigate cognitive and emotional changes of cerebral activity during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR) and heart rate (HR) from a group of 24 healthy subjects during the observation of a series of TV advertisements. The group was equally divided also by gender (male, female) and age (young, old). Comparisons of cerebral and emotional indices previously defined have been performed to highlight gender differences between TV commercial and scenes of interest of specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain information not obtainable otherwise with verbal interviews. These cerebral and emotional indexes could help to analyze the perception of TV advertisements according to the consumer’s gender and age.
2015 37th Annual International Conference of the IEEE Engineering in Medicine and Biology Society (EMBC), 2015
In this paper we measured the neuroelectrical and the eye-movements activities in a group of 27 h... more In this paper we measured the neuroelectrical and the eye-movements activities in a group of 27 healthy subjects during their visit of a fine arts gallery in which a series of masterpieces of the Italian painter Tiziano Vecellio (also known as Titian, 1488-1576) were shown. The pictures chosen for the visit were 10 portraits and 10 of religious subjects. Each picture was observed for a minute. A mobile EEG device with an eye-tracker was used for this experiment. Evaluation of the appreciation of the pictures was performed by using the neuroelectrical approach-withdrawal index (AW). High value of AW means high appreciation of the picture. The number of eye fixations performed by the subjects during the observation of the pictures was also analyzed. Results showed that in the examined group the AW index was significant higher during the observation of portraits than during the observation of the religious subjects (as resulted from an ANOVA performed on AW index, with a p<;0,007). Interestingly, the average AW index estimated in the first 20 seconds of the observation of the pictures remains highly correlated with the AW index evaluated for the second part of the data (from 20 s to one minute) for all the 20 pictures examined (r = 0,82, p<;0,0001). In addition, the number of eye fixations performed by the subjects in the first 5 or 10 seconds of observation of the pictures that were most appreciated are significantly higher than the number of eye fixations performed on pictures that subjects did not like (p<;0,048 and p<;0,0018, respectively). Such difference vanishes if the entire period of observation of the pictures of one minute is used (p = 0,54). Taken together, such results seem to suggest that the neuroelectrical correlates of the perception of "good" or "bad" pictures are rapidly formed in our brain, within the first 10-20 seconds from the exposition to the picture.