Expert: Kai Schreiber - 1/20/2008

Question
This question is about, what for me
at least, is a paradox.

From what I've read, people (adults)
when they watch TV their brains produce
more Alpha brainwaves, to the point
where Alpha brainwaves dominate. Apparently
brainwaves while watching TV has been
extensively studied by Neuromarketers.

According to this Feb 2002 Scientific
American article:

http://www.sciam.com/article.cfm?id=0005339B-A694-1CC5-B4A8809EC588EEDF&page=2

the reason for this brainwave change
is the "Orienting Response".

But from what I've read about the
Orienting Response, it actually
causes Alpha Brainwaves to be blocked.

So the paradox is, how could the
orienting response cause Alpha waves
to be blocked, yet in the case of
TV watching, cause alpha brainwaves
to dominate?


Answer
Hi Terry,

I'm no expert on EEG and brain waves. From reading the article you quote, and related material in scientific studies and online summaries, I am about as confused as you are. It seems that TV is associated both with an increase in alpha activity, suggesting dreaminess and loss of general focus, and thought to be capturing attention due to a constant triggering of the orienting response, which indeed is supposed to lower alpha activity. Contradictory, it seems.

One possible explanation is that the alpha increase is relative to other frequency bands and reflects a shift in what the brain is concerning itself with, while the momentary decrease in alpha associated with the orienting response may be an absolute decrease in energy across bands, indicating a momentary shutdown.

Technically, an increase in alpha relative to other frequencies could be occurring at the same time as an overall decrease, but somehow I doubt that this is the answer to the riddle.

Sorry I can't be more helpful on this,
best,
Kai