Patent ID: 8473044

Claim:
A method comprising: obtaining data representative of a first signal, the first signal gathered from a right side of a brain of an individual while the individual is substantially concurrently exposed to media, the first signal comprising a right alpha wave (α R ) and a right theta wave (θ R ); obtaining data representative of a second signal, the second signal gathered from a left side of the brain of the individual substantially concurrently as the first signal is gathered, the second signal comprising a left alpha wave (α L ) and a left theta wave (θ L ); using a processor to calculate a valence value using a formula comprising at least one of: (θ L /α L )−(θ R /α R ), ([θ L −α L ]/[θ L +α L ])/([θ R −α R ]/[θ R +α R ]), (θ R /α R )−(θ L /α L ), or ([θ R −α R ]/ [θ R +α R ])/([θ L −α L ]/[θ L +α L ]) comparing the valence value with a reference value to determine a difference; and rating the media based on the difference.