Individual EEG measures of attention, memory, and motivation predict population level TV viewership and Twitter engagement

Abstract:

Television (TV) programming attracts ever-growing audiences and dominates the cultural zeitgeist. Viewership and social media engagement have become standard indices of programming success. However, accurately predicting individual episode success or future show performance using traditional metrics remains a challenge. Here we examine whether TV viewership and Twitter activity can be predicted using electroencephalography (EEG) measures, which are less affected by reporting biases and which are commonly associated with different cognitive processes. 331 participants watched an hour-long episode from one of nine prime-time shows (~36 participants per episode). Three frequency-based measures were extracted: fronto-central alpha/beta asymmetry (indexing approach motivation), fronto-central alpha/theta power (indexing attention), and fronto-central theta/gamma power (indexing memory processing). All three EEG measures and the composite EEG score significantly correlated across episode segments with the two behavioral measures of TV viewership and Twitter volume. EEG measures explained more variance than either of the behavioral metrics and mediated the relationship between the two. Attentional focus was integral for both audience retention and Twitter activity, while emotional motivation was specifically linked with social engagement and program segments with high TV viewership. These findings highlight the viability of using EEG measures to predict success of TV programming and identify cognitive processes that contribute to audience engagement with television shows.

Authors:

• Avgusta Y. Shestyuk

• Karthik Kasinathan

• Viswajith Karapoondinott

• Robert T. Knight

• Ram Gurumoorthy

Date: 2019

DOI: https://doi.org/10.1371/journal.pone.0214507

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Non-sinusoidal activity can produce cross-frequency coupling in cortical signals in the absence of functional interaction between neural sources

ABSTRACT

The analysis of cross-frequency coupling (CFC) has become popular in studies involving intracranial and scalp EEG recordings in humans. It has been argued that some cases where CFC is mathematically present may not reflect an interaction of two distinct yet functionally coupled neural sources with different frequencies. Here we provide two empirical examples from intracranial recordings where CFC can be shown to be driven by the shape of a periodic waveform rather than by a functional interaction between distinct sources. Using simulations, we also present a generalized and realistic scenario where such coupling may arise. This scenario, which we term waveform-dependent CFC, arises when sharp waveforms (e.g., cortical potentials) occur throughout parts of the data, in particular if they occur rhythmically. Since the waveforms contain both low- and high-frequency components, these components can be inherently phase-aligned as long as the waveforms are spaced with appropriate intervals. We submit that such behavior of the data, which seems to be present in various cortical signals, cannot be interpreted as reflecting functional modulation between distinct neural sources without additional evidence. In addition, we show that even low amplitude periodic potentials that cannot be readily observed or controlled for, are sufficient for significant CFC to occur.

AUTHORS

• Edden Gerber

• Boaz Sadeh

• Andrew Ward

• Robert T. Knight

• Leon Y. Deouell

Date: 2016

DOI: 10.1371/journal.pone.0167351

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ERP Correlates of Proactive and Reactive Cognitive Control in Treatment-Naïve Adult ADHD

ABSTRACT

This study investigated whether treatment naïve adults with Attention Deficit Hyperactivity Disorder (ADHD; n = 33; 19 female) differed from healthy controls (n = 31; 17 female) in behavioral performance, event-related potential (ERP) indices of preparatory attention (CueP3 and late CNV), and reactive response control (Go P3, NoGo N2, and NoGo P3) derived from a visual cued Go/NoGo task. On several critical measures, Cue P3, late CNV, and NoGo N2, there were no significant differences between the groups. This indicated normal preparatory processes and conflict monitoring in ADHD patients. However, the patients had attenuated Go P3 and NoGoP3 amplitudes relative to controls, suggesting reduced allocation of attentional resources to processes involved in response control. The patients also had a higher rate of Go signal omission errors, but no other performance decrements compared with controls. Reduced Go P3 and NoGo P3 amplitudes were associated with poorer task performance, particularly in the ADHD group. Notably, the ERPs were not associated with self-reported mood or anxiety. The results provide electrophysiological evidence for reduced effortful engagement of attentional resources to both Go and NoGo signals when reactive response control is needed. The absence of group differences in ERP components indexing proactive control points to impairments in specific aspects of cognitive processes in an untreated adult ADHD cohort. The associations between ERPs and task performance provided additional support for the altered electrophysiological responses.

AUTHORS

• Venke A. Grane

• Jan F. Brunner

• Tor Endestad

• Ida E.S. Aasen

• Juri Kropotov

• Robert T. Knight

• Anne-Kristin Solbakk

Date: 2016

DOI: 10.1371/journal.pone.0159833

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