The coordinated interactions between individuals are fundamental for the success of the activities in some professional categories. We reported on brain-to-brain cooperative interactions between civil pilots during a simulated flight. We demonstrated for the first time how the combination of neuroelectrical hyperscanning and intersubject connectivity could provide indicators sensitive to the humans’ degree of synchronization under a highly demanding task performed in an ecological environment. Our results showed how intersubject connectivity was able to i) characterize the degree of cooperation between pilots in different phases of the flight, and ii) to highlight the role of specific brain macro areas in cooperative behavior. During the most cooperative flight phases pilots showed, in fact, dense patterns of interbrain connectivity, mainly linking frontal and parietal brain areas. On the contrary, the amount of interbrain connections went close to zero in the non-cooperative phase. The reliability of the interbrain connectivity patterns was verified by means of a baseline condition represented by formal couples, i.e. pilots paired offline for the connectivity analysis but not simultaneously recorded during the flight. Interbrain density was, in fact, significantly higher in real couples with respect to formal couples in the cooperative flight phases. All the achieved results demonstrated how the description of brain networks at the basis of cooperation could effectively benefit from a hyperscanning approach. Interbrain connectivity was, in fact, more informative in the investigation of cooperative behavior with respect to established EEG signal processing methodologies applied at a single subject level.

Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research. In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies. By presenting data gathered through MEG and high resolution EEG we will show which kind of information it is possible to gather with these methodologies while the persons are watching marketing relevant stimuli. Such information will be related to the memorization and pleasantness related to such stimuli. We noted that temporal and frequency patterns of brain signals are able to provide possible descriptors conveying information about the cognitive and emotional processes in subjects observing commercial advertisements. These information could be unobtainable through common tools used in standard marketing research. We also show an example of how an EEG methodology could be used to analyze cultural differences between fruition of video commercials of carbonated beverages in Western and Eastern countries.

Driving tasks are vulnerable to the effects of sleep deprivation and mental fatigue, diminishing driver's ability to respond effectively to unusual or emergent situations. Physiological and brain activity analysis could help to understand how to provide useful feedback and alert signals to the drivers for avoiding car accidents. In this study we analyze the insurgence of mental fatigue or drowsiness during car driving in a simulated environment by using high resolution EEG techniques as well as neurophysiologic variables such as heart rate (HR) and eye blinks rate (EBR). Results suggest that it is possible to introduce a EEG-based cerebral workload index that it is sensitive to the mental efforts of the driver during drive tasks of different levels of difficulty. Workload index was based on the estimation of increase of EEG power spectra in the theta band over prefrontal areas and the simultaneous decrease of EEG power spectra over parietal areas in alpha band during difficult drive conditions. Such index could be used in a future to assess on-line the mental state of the driver during the drive task.