Erasmus University Rotterdam (EUR)

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Rotterdam 35 TV Commercials (TVC35) fMRI Dataset

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posted on 2019-11-06, 15:50 authored by Hang-Yee ChanHang-Yee Chan, Maarten BoksemMaarten Boksem, Ale SmidtsAle Smidts
An fMRI dataset (Study 1a and 1b) reported in the following paper:

Chan, H. Y., Smidts, A., Schoots, V. C., Dietvorst, R. C., & Boksem, M. A. (2019). Neural similarity at temporal lobe and cerebellum predicts out-of-sample preference and recall for video stimuli. NeuroImage, 197, 391-401.


Participants from two separate sites (Study 1a: N = 40; Study 1b: N = 20) were recruited from the general public by a marketing research company in the Netherlands.


Inside scanner, participants watched 35 commercials, presented in randomized order. Immediately after each commercial, participants indicated their liking via button presses without time limit, then waited for 6–10s with a blank screen before another commercial began. The scanning lasted about 35 min. Within three days after scanning, they completed an online survey in which they further rated each of the commercials.


Thirty-five commercials from seven well-known brands, aired on national TV networks during 2009–2015, were used as stimuli. Their lengths varied from 25s to 60s (M = 40.5s; SD = 9.4s). On average, the commercials appeared on air for 7.4 weeks (SD = 2.2 weeks).