The invention belongs to the means of multimedia message memorability measurement; it consists in: via '10-20 system' use and reference electrodes installed at user's earlobes or mastoids, will be installed electrodes at the points C3, C4, T3, T4, P3 and F4 (identified according to 10-20% international electrodes arrangement scheme) on user's head; user's brain activity index will be registered during multimedia message presentation to the user, based on registration results, values will be determined for: leads entropy for C3 electrode (E1); leads' first coherence (K1), that is equal to leads' coherence for T3 and T4 electrodes within the range 30-45 Hz; leads' second coherence (K2), that is equal to leads' coherence for C4 and T4 electrodes within the range 4-8 Hz; leads' third coherence (K3) that is equal to leads' coherence for P3 and F4 electrodes within the range 8-13 Hz, the memorability's weighting factor will be specified for the E1 (KE1), first, second and third memorability's weighting factors, respectively, will be specified for K1, K2 and K3 (KR1, KR2 and KR3, respectively) and there will be defined the multimedia message's memorability (Rec) via calculation of the sum of productions KE1*E1, KR1 *K1, KR*K2 and KR3*K3 for E1, K1, K2 and K3, calculated for the multimedia message.
MEMORABILITY MEASUREMENT METHOD FOR MULTIMEDIA MESSAGES