The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study

Tackling the possibility of extracting a brain digital fingerprint based on personal hobbies predilection

In an attempt to create a more familiar brain-machine interaction for biometric authentication applications, we investigated the efficiency of using the users' personal hobbies, interests, and memory collections. This approach creates a unique and pleasant experience that can be later utilized within an authentication protocol. This paper presents a new EEG dataset recorded while subjects watch images of popular hobbies, pictures with no point of interest and images with great personal significance. In addition, we propose several applications that can be tackled with our newly collected dataset. Namely, our study showcases 4 types of applications and we obtain state-of-the-art level results for all of them. The tackled tasks are: emotion classification, category classification, authorization process, and person identification. Our experiments show great potential for using EEG response to hobby visualization for people authentication. In our study, we show preliminary results for using predilection for personal hobbies, as measured by EEG, for identifying people. Also, we propose a novel authorization process paradigm using electroencephalograms. Code and dataset are available here.

Using subjective emotion, facial expression, and gaze direction to evaluate user affective experience and predict preference when playing single-player games

The affective experience generated when users play computer games can influence their attitude and preference towards the game. Existing evaluation means mainly depend on subjective scales and physiological signals. However, some limitations should not be ignored (e.g. subjective scales are not objective, and physiological signals are complicated). In this paper, we 1) propose a novel method to assess user affective experience when playing single-player games based on pleasure-arousal-dominance (PAD) emotions, facial expressions, and gaze directions, and 2) build an artificial intelligence model to identify user preference. Fifty-four subjects participated in a basketball experiment with three difficulty levels. Their expressions, gaze directions, and subjective PAD emotions were collected and analysed. Experimental results showed that the expression intensities of angry, sad, and neutral, yaw angle degrees of gaze direction, and PAD emotions varied significantly under different difficulties. Besides, the proposed model achieved better performance than other machine-learning algorithms on the collected dataset.

Emotional and Cognitive "Route" in Decision-Making Process: The Relationship between Executive Functions, Psychophysiological Correlates, Decisional Styles, and Personality

Studies on decision-making have classically focused exclusively on its cognitive component. Recent research has shown that a further essential component of decisional processes is the emotional one. Indeed, the emotional route in decision-making plays a crucial role, especially in situations characterized by ambiguity, uncertainty, and risk. Despite that, individual differences concerning such components and their associations with individual traits, decisional styles, and psychophysiological profiles are still understudied. This pilot study aimed at investigating the relationship between individual propensity toward using an emotional or cognitive information-processing route in decision-making, EEG and autonomic correlates of the decisional performance as collected via wearable non-invasive devices, and individual personality and decisional traits. Participants completed a novel task based on realistic decisional scenarios while their physiological activity (EEG and autonomic indices) was monitored. Self-report questionnaires were used to collect data on personality traits, individual differences, and decisional styles. Data analyses highlighted two main findings. Firstly, different personality traits and decisional styles showed significant and specific correlations, with an individual propensity toward either emotional or cognitive information processing for decision-making. Secondly, task-related EEG and autonomic measures presented a specific and distinct correlation pattern with different decisional styles, maximization traits, and personality traits, suggesting different latent profiles.

A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques

Neuromarketing is an emerging research field that aims to understand consumers' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.

A review on the use of eeg for the investigation of the factors that affect Consumer's behavior

This literature review surveys research papers that focused on the use of Electroencephalography (EEG) to study the impact of different factors in consumer behavior. The primary aim of this review is to determine which factors that affect consumer's behavior have already been evaluated in the existing literature and which remain unexplored. 118 papers are included in this survey. In order that the papers were analyzed in this review, a well-established neuromarketing experiment should have been performed indicating the methods of signals' acquisition, processing and analysis. The novelty of this work is that it considers and classifies not only research articles that studied a factor that influences consumers' choices, but also those that studied consumers' decisions as a result of the interactions that take place among the received marketing messages and the individual's internal or external environment. Findings indicated that the current approaches have mostly evaluated the effects of the promotional campaigns and product features to consumer's behavior. Also, it was shown that the effect of the interactions among different aspects that influence consumer behavior has not yet adequately been studied.

Neural correlates of willingness to pay for items: A meta-analysis of functional magnetic resonance imaging studies

Willingness to pay (WTP) pervades every marketplace transaction, therefore, understanding how the brain makes bidding decisions is essential in consumer neuroscience. Although some neuroimaging studies have investigated the neural networks of WTP, systematic understanding remains limited. This study identified reliable neural networks activated by the WTP across different reward types and assessed common and distinct neural networks for different reward types (food and other) bids. We conducted an activation likelihood estimation (ALE) meta-analysis on WTP across different reward types (25 studies; 254 foci; 705 participants), and to compared neural representations of WTP for food reward (22 studies; 232 foci; 628 participants) and other rewards (7 studies, 61 foci; 177 participants). The ALE results revealed that the brain centers of WTP for different rewards mainly consist of the bilateral inferior frontal gyrus (IFG), bilateral insula, bilateral anterior cingulate cortex (ACC), along with the left caudate. This suggests that neural networks encoding WTP for different rewards consist of brain regions associated with reward processing, cost-benefit calculations, and goal-directed action activities. In addition, consistent activation of the bilateral IFG and bilateral insula for food but no other rewards bids suggest their involvement in the neural network of appetite. WTP for food and other rewards commonly activated ACC, suggesting a common region encoding bids for different rewards. Our findings provide novel insights into neural networks associated with WTP for food and other rewards bids and the mechanisms underlying WTP across different reward types.

Neurophysiological and Autonomic Correlates of Metacognitive Control of and Resistance to Distractors in Ecological Setting: A Pilot Study

In organisational contexts, professionals are required to decide dynamically and prioritise unexpected external inputs deriving from multiple sources. In the present study, we applied a multimethodological neuroscientific approach to investigate the ability to resist and control ecological distractors during decision-making and to explore whether a specific behavioural, neurophysiological (i.e., delta, theta, alpha and beta EEG band), or autonomic (i.e., heart rate-HR, and skin conductance response-SCR) pattern is correlated with specific personality profiles, collected with the 10-item Big Five Inventory. Twenty-four participants performed a novel Resistance to Ecological Distractors (RED) task aimed at exploring the ability to resist and control distractors and the level of coherence and awareness of behaviour (metacognition ability), while neurophysiological and autonomic measures were collected. The behavioural results highlighted that effectiveness in performance did not require self-control and metacognition behaviour and that being proficient in metacognition can have an impact on performance. Moreover, it was shown that the ability to resist ecological distractors is related to a specific autonomic profile (HR and SCR decrease) and that the neurophysiological and autonomic activations during task execution correlate with specific personality profiles. The agreeableness profile was negatively correlated with the EEG theta band and positively with the EEG beta band, the conscientiousness profile was negatively correlated with the EEG alpha band, and the extroversion profile was positively correlated with the EEG beta band. Taken together, these findings describe and disentangle the hidden relationship that lies beneath individuals' decision to inhibit or activate intentionally a specific behaviour, such as responding, or not, to an external stimulus, in ecological conditions.

Method for analyzing sequential services using EEG: Micro-meso analysis of emotional changes in real flight service

Capturing customers' emotional changes in sequential service should be realized using physiological measurements to assess customer delight. Questionnaire-based customer surveys may miss significant and dissipating emotional responses. This study developed a micro‑meso analysis method of capturing emotional changes for sequential service using electroencephalograph (EEG) measurement, dealing with both service encounters (micro-level) and servicescape (meso‑level) over a couple of hours. Customers' emotion states were defined based on emotional arousal and valence. Emotional responses caused by human interactions were evaluated, and periods of high positive affect throughout the customer journey were visualized. Experiments in actual flight services demonstrated successful emotion estimation across flight phases using a single-channel EEG measurement over two hours. Analysis results on the measurement data revealed emotional peaks outside service encounters that are not captured in customers' individual self-reports. The results also statistically revealed that two individual services (asking about a refill and conversations started by flight attendants) evoked high positive affect. Temporal dynamic analyses around high positive affect suggested patterns of interplay between joy and surprise, which are key components of customer delight. Compared with questionnaire-based evaluation, the proposed method contributes significantly to empirical studies on sequential services in marketing and design by enabling the extraction of "high positive affect," which needs to be identified for customer delight. This study supplements existing research on the interactions among physiology (EEG), behavior (emotional changes), and customer service research.

What Is the Relationship between Metacognition and Mental Effort in Executive Functions? The Contribution of Neurophysiology

Prolonged cognitive effort can be considered one of the core determinants of mental fatigue and may negatively affect the efficacy and efficiency of cognitive performance. Metacognition-understood as a multi-componential set of skills concerning awareness and control of one's own cognition-might reduce such negative outcomes. This study aimed to explore the relation between metacognitive skills, neurocognitive performance, and the level of mental effort as mirrored by electrophysiological (EEG) markers of cognitive load and task demand. A challenging cognitive task was used to prompt and collect metacognition reports, performance data (accuracy and response times-RTs), and physiological markers of mental effort (task-related changes of spectral power for standard EEG frequency bands) via wearable EEG. Data analysis highlighted that different aspects of metacognitive skills are associated with performance as measured by, respectively, accuracy and RTs. Furthermore, specific aspects of metacognitive skills were found to be consistently correlated with EEG markers of cognitive effort, regardless of increasing task demands. Finally, behavioral metrics mirroring the efficiency of information processing were found to be associated with different EEG markers of cognitive effort depending on the low or high demand imposed by the task.

Flexible Electrodes for Brain-Computer Interface System

Brain-computer interface (BCI) has been the subject of extensive research recently. Governments and companies have substantially invested in relevant research and applications. The restoration of communication and motor function, the treatment of psychological disorders, gaming, and other daily and therapeutic applications all benefit from BCI. The electrodes hold the key to the essential, fundamental BCI precondition of electrical brain activity detection and delivery. However, the traditional rigid electrodes are limited due to their mismatch in Young's modulus, potential damages to the human body, and a decline in signal quality with time. These factors make the development of flexible electrodes vital and urgent. Flexible electrodes made of soft materials have grown in popularity in recent years as an alternative to conventional rigid electrodes because they offer greater conformance, the potential for higher signal-to-noise ratio (SNR) signals, and a wider range of applications. Therefore, the latest classifications and future developmental directions of fabricating these flexible electrodes are explored in this paper to further encourage the speedy advent of flexible electrodes for BCI. In summary, the perspectives and future outlook for this developing discipline are provided.

Self-Awareness of Goals Task (SAGT) and Planning Skills: The Neuroscience of Decision Making

A goal's self-awareness and the planning to achieve it drive decision makers. Through a neuroscientific approach, this study explores the self-awareness of goals by analyzing the explicit and implicit processes linked to the ability to self-represent goals and sort them via an implicit dominant key. Thirty-five professionals performed a novel and ecological decision-making task, the Self-Awareness of Goals Task (SAGT), aimed at exploring the (i) self-representation of the decision-making goals of a typical working day; (ii) self-representation of how these goals were performed in order of priority; (iii) temporal sequence; and (iv) in terms of their efficacy. Electrophysiological (i.e., alpha, beta, and gamma band), autonomic, behavioral, and self-report data (General Decision Making Style and Big Five Inventory) are collected. Higher self-awareness of goals by time as well as efficacy and the greater activation of alpha, beta, and gamma bands in the temporoparietal brain area were found. Correlations reported positive associations between the self-awareness of goals via a time and dependent decision-making style and a conscientious personality, but also between the self-awareness of goals via an efficacy and rational decision-making style. The results obtained in this study suggest that the SAGT could activate recursive thinking in the examinee and grasp individual differences in self-representation and aware identification of decision-making goals.

DeePay: deep learning decodes EEG to predict consumer's willingness to pay for neuromarketing

There is an increasing demand within consumer-neuroscience (or neuromarketing) for objective neural measures to quantify consumers' subjective valuations and predict responses to marketing campaigns. However, the properties of EEG raise difficulties for these aims: small datasets, high dimensionality, elaborate manual feature extraction, intrinsic noise, and between-subject variations. We aimed to overcome these limitations by combining unique techniques of Deep Learning Networks (DLNs), while providing interpretable results for neuroscientific and decision-making insight. In this study, we developed a DLN to predict subjects' willingness to pay (WTP) based on their EEG data. In each trial, 213 subjects observed a product's image, from 72 possible products, and then reported their WTP for the product. The DLN employed EEG recordings from product observation to predict the corresponding reported WTP values. Our results showed 0.276 test root-mean-square-error and 75.09% test accuracy in predicting high vs. low WTP, surpassing other models and a manual feature extraction approach. Network visualizations provided the predictive frequencies of neural activity, their scalp distributions, and critical timepoints, shedding light on the neural mechanisms involved with evaluation. In conclusion, we show that DLNs may be the superior method to perform EEG-based predictions, to the benefit of decision-making researchers and marketing practitioners alike.

Primacy Effect of Dynamic Multi-Sensory Covid ADV Influences Cognitive and Emotional EEG Responses

Advertising uses sounds and dynamic images to provide visual, auditory, and tactile experiences, and to make the audience feel like the protagonist. During COVID-19, companies modified their communication by including pandemic references, but without penalizing multisensorial advertising. This study investigated how dynamic and emotional COVID-19-related advertising affects consumer cognitive and emotional responses. Nineteen participants, divided into two groups, watched three COVID-19-related and three non-COVID-19-related advertisements in two different orders (Order 1: COVID-19 and non-COVID-19; Order 2: non-COVID-19 and COVID-19), while electrophysiological data were collected. EEG showed theta activation in frontal and temporo-central areas when comparing Order 2 to Order 1, interpreted as cognitive control over salient emotional stimuli. An increase in alpha activity in parieto-occipital area was found in Order 2 compared to Order 1, suggesting an index of cognitive engagement. Higher beta activity in frontal area was observed for COVID-19 stimuli in Order 1 compared to Order 2, which can be defined as an indicator of high cognitive impact. Order 1 showed a greater beta activation in parieto-occipital area for non-COVID-19 stimuli compared to Order 2, as an index of reaction for painful images. This work suggests that order of exposure, more than advertising content, affects electrophysiological consumer responses, leading to a primacy effect.

Wireless EEG: A survey of systems and studies

The popular brain monitoring method of electroencephalography (EEG) has seen a surge in commercial attention in recent years, focusing mostly on hardware miniaturization. This has led to a varied landscape of portable EEG devices with wireless capability, allowing them to be used by relatively unconstrained users in real-life conditions outside of the laboratory. The wide availability and relative affordability of these devices provide a low entry threshold for newcomers to the field of EEG research. The large device variety and the at times opaque communication from their manufacturers, however, can make it difficult to obtain an overview of this hardware landscape. Similarly, given the breadth of existing (wireless) EEG knowledge and research, it can be challenging to get started with novel ideas. Therefore, this paper first provides a list of 48 wireless EEG devices along with a number of important-sometimes difficult-to-obtain-features and characteristics to enable their side-by-side comparison, along with a brief introduction to each of these aspects and how they may influence one's decision. Secondly, we have surveyed previous literature and focused on 110 high-impact journal publications making use of wireless EEG, which we categorized by application and analyzed for device used, number of channels, sample size, and participant mobility. Together, these provide a basis for informed decision making with respect to hardware and experimental precedents when considering new, wireless EEG devices and research. At the same time, this paper provides background material and commentary about pitfalls and caveats regarding this increasingly accessible line of research.

A Bibliometric Analysis of Consumer Neuroscience towards Sustainable Consumption

Consumer neuroscience is a new paradigm for studying consumer behavior, focusing on neuroscientific tools to explore the underlying neural processes and behavioral implications of consumption. Based on the bibliometric analysis tools, this paper provides a review of progress in research on consumer neuroscience during 2000–2021. In this paper, we identify research hotspots and frontiers in the field through a statistical analysis of bibliometric indicators, including the number of publications, countries, institutions, and keywords. Aiming at facilitating carbon neutrality via sustainable consumption, this paper discusses the prospects of applying neuroscience to sustainable consumption. The results show 364 publications in the field during 2000–2021, showing a rapid upward trend, indicating that consumer neuroscience research is gaining ground. The majority of these consumer neuroscience studies chose to use electroencephalogram tools, accounting for 63.8% of the total publications; the cutting-edge research mainly involved event-related potential (ERP) studies of various marketing stimuli interventions, functional magnetic resonance imaging (fMRI)-based studies of consumer decision-making and emotion-specific brain regions, and machine-learning-based studies of consumer decision-making optimization models.

Polyvinyl alcohol/polyacrylamide double-network hydrogel-based semi-dry electrodes for robust electroencephalography recording at hairy scalp for noninvasive brain-computer interfaces

Objective.Reliable and user-friendly electrodes can continuously and real-time capture the electroencephalography (EEG) signals, which is essential for real-life brain-computer interfaces (BCIs). This study develops a flexible, durable, and low-contact-impedance polyvinyl alcohol/polyacrylamide double-network hydrogel (PVA/PAM DNH)-based semi-dry electrode for robust EEG recording at hairy scalp.Approach.The PVA/PAM DNHs are developed using a cyclic freeze-thaw strategy and used as a saline reservoir for semi-dry electrodes. The PVA/PAM DNHs steadily deliver trace amounts of saline onto the scalp, enabling low and stable electrode-scalp impedance. The hydrogel also conforms well to the wet scalp, stabilizing the electrode-scalp interface. The feasibility of the real-life BCIs is validated by conducting four classic BCI paradigms on 16 participants.Main results.The results show that the PVA/PAM DNHs with 7.5 wt% PVA achieve a satisfactory trade-off between the saline load-unloading capacity and the compressive strength. The proposed semi-dry electrode exhibits a low contact impedance (18 ± 8.9 kΩ at 10 Hz), a small offset potential (0.46 mV), and negligible potential drift (1.5 ± 0.4μV min^-1). The temporal cross-correlation between the semi-dry and wet electrodes is 0.91, and the spectral coherence is higher than 0.90 at frequencies below 45 Hz. Furthermore, no significant differences are present in BCI classification accuracy between these two typical electrodes.Significance.Based on the durability, rapid setup, wear-comfort, and robust signals of the developed hydrogel, PVA/PAM DNH-based semi-dry electrodes are a promising alternative to wet electrodes in real-life BCIs.

Emotional State Classification from MUSIC-Based Features of Multichannel EEG Signals

Electroencephalogram (EEG)-based emotion recognition is a computationally challenging issue in the field of medical data science that has interesting applications in cognitive state disclosure. Generally, EEG signals are classified from frequency-based features that are often extracted using non-parametric models such as Welch's power spectral density (PSD). These non-parametric methods are not computationally sound due to having complexity and extended run time. The main purpose of this work is to apply the multiple signal classification (MUSIC) model, a parametric-based frequency-spectrum-estimation technique to extract features from multichannel EEG signals for emotional state classification from the SEED dataset. The main challenge of using MUSIC in EEG feature extraction is to tune its parameters for getting the discriminative features from different classes, which is a significant contribution of this work. Another contribution is to show some flaws of this dataset for the first time that contributed to achieving high classification accuracy in previous research works. This work used MUSIC features to classify three emotional states and achieve 97% accuracy on average using an artificial neural network. The proposed MUSIC model optimizes a 95-96% run time compared with the conventional classical non-parametric technique (Welch's PSD) for feature extraction.

How do ethnically congruent music and meal drive food choices?

Playing ethnic music in restaurants increases consumer experience. Studies show, furthermore, that ethnic congruence of music and food affects food selection but not the liking of customers. An eye-tracking study was completed with 104 participants to uncover if there is an effect of ethnic music on selecting ethnic foods. German, Hungarian, Italian, and Spanish ethnic music was played while participants choose congruent starters, main dishes, and desserts. Results show that visual attention decreased when any background music was played. However, when played, the highest visual attention was recorded during Spanish music. Similarly, the most visual attention was recorded on Spanish dishes. Food choice frequencies showed no differences among the four nations. However, after aggregating German-Hungarian and Italian-Spanish music and dishes, it turned out that participants chose congruent music and food. Choice predictions were also completed on data with and without ethnic music. The performance of prediction models significantly increased when music was played. These findings highlight a clear link between music and food choices, and that music helped participants complete their choices and decide faster.

Motivation in the metaverse: A dual-process approach to consumer choices in a virtual reality supermarket

Introduction

Consumer decision-making processes involve a complex interrelation between perception, emotion, and cognition. Despite a vast and diverse literature, little effort has been invested in investigating the neural mechanism behind such processes.

Methods

In the present work, our interest was to investigate whether asymmetrical activation of the frontal lobe of the brain could help to characterize consumer's choices. To obtain stronger experimental control, we devised an experiment in a virtual reality retail store, while simultaneously recording participant brain responses using electroencephalogram (EEG). During the virtual store test, participants completed two tasks; first, to choose items from a predefined shopping list, a phase we termed as "planned purchase". Second, subjects were instructed that they could also choose products that were not on the list, which we labeled as "unplanned purchase." We assumed that the planned purchases were associated with a stronger cognitive engagement, and the second task was more reliant on immediate emotional responses.

Results

By analyzing the EEG data based on frontal asymmetry measures, we find that frontal asymmetry in the gamma band reflected the distinction between planned and unplanned decisions, where unplanned purchases were accompanied by stronger asymmetry deflections (relative frontal left activity was higher). In addition, frontal asymmetry in the alpha, beta, and gamma ranges illustrate clear differences between choices and no-choices periods during the shopping tasks.

Discussion

These results are discussed in light of the distinction between planned and unplanned purchase in consumer situations, how this is reflected in the relative cognitive and emotional brain responses, and more generally how this can influence research in the emerging area of virtual and augmented shopping.

A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research

Introduction

The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking.

Methods

Search terms ‘neuromarketing’ and ‘consumer neuroscience’ identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review.

Results

Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour.

Conclusions and implications

FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses.

A framework for application of consumer neuroscience in pro-environmental behavior change interventions

Most consumers are aware that climate change is a growing problem and admit that action is needed. However, research shows that consumers' behavior often does not conform to their value and orientations. This value-behavior gap is due to contextual factors such as price, product design, and social norms as well as individual factors such as personal and hedonic values, environmental beliefs, and the workload capacity an individual can handle. Because of this conflict of interest, consumers have a hard time identifying the true drivers of their behavior, as they are either unaware of or unwilling to acknowledge the processes at play. Therefore, consumer neuroscience methods might provide a valuable tool to uncover the implicit measurements of pro-environmental behavior (PEB). Several studies have already defined neurophysiological differences between green and non-green individuals; however, a behavior change intervention must be developed to motivate PEB among consumers. Motivating behavior with reward or punishment will most likely get users engaged in climate change action via brain structures related to the reward system, such as the amygdala, nucleus accumbens, and (pre)frontal cortex, where the reward information and subsequent affective responses are encoded. The intensity of the reward experience can be increased when the consumer is consciously considering the action to achieve it. This makes goal-directed behavior the potential aim of behavior change interventions. This article provides an extensive review of the neuroscientific evidence for consumer attitude, behavior, and decision-making processes in the light of sustainability incentives for behavior change interventions. Based on this review, we aim to unite the current theories and provide future research directions to exploit the power of affective conditioning and neuroscience methods for promoting PEB engagement.

An intelligent neuromarketing system for predicting consumers' future choice from electroencephalography signals

Neuromarketing utilizes Brain-Computer Interface (BCI) technologies to provide insight into consumers responses on marketing stimuli. In order to achieve insight information, marketers spend about $400 billion annually on marketing, promotion, and advertisement using traditional marketing research tools. In addition, these tools like personal depth interviews, surveys, focus group discussions, etc. are expensive and frequently criticized for failing to extract actual consumer preferences. Neuromarketing, on the other hand, promises to overcome such constraints. In this work, an EEG-based neuromarketing framework is employed for predicting consumer future choice (affective attitude) while they view E-commerce products. After preprocessing, three types of features, namely, time, frequency, and time-frequency domain features are extracted. Then, wrapper-based Support Vector Machine-Recursive Feature Elimination (SVM-RFE) along with correlation bias reduction is used for feature selection. Lastly, we use SVM for categorizing positive affective attitude and negative affective attitude. Experiments show that the frontal cortex achieves the best accuracy of 98.67±2.98, 98±3.22, and 98.67±3.52 for 5-fold, 10-fold, and leave-one-subject-out (LOSO) respectively. In addition, among all the channels, F_z achieves best accuracy 90±7.81, 90.67±9.53, and 92.67±7.03 for 5-fold, 10-fold, and LOSO respectively. Subsequently, this work opens the door for implementing such a neuromarketing framework using consumer-grade devices in a real-life setting for marketers. As a result, it is evident that EEG-based neuromarketing technologies can assist brands and enterprises in forecasting future consumer preferences accurately. Hence, it will pave the way for the creation of an intelligent marketing assistive system for neuromarketing applications in future.

Mapping and understanding of correlated electroencephalogram (EEG) responses to the newsvendor problem

Decision-making is one of the most critical activities of human beings. To better understand the underlying neurocognitive mechanism while making decisions under an economic context, we designed a decision-making paradigm based on the newsvendor problem (NP) with two scenarios: low-profit margins as the more challenging scenario and high-profit margins as the less difficult one. The EEG signals were acquired from healthy humans while subjects were performing the task. We adopted the Correlated Component Analysis (CorrCA) method to identify linear combinations of EEG channels that maximize the correlation across subjects ([Formula: see text]) or trials ([Formula: see text]). The inter-subject or inter-trial correlation values (ISC or ITC) of the first three components were estimated to investigate the modulation of the task difficulty on subjects' EEG signals and respective correlations. We also calculated the alpha- and beta-band power of the projection components obtained by the CorrCA to assess the brain responses across multiple task periods. Finally, the CorrCA forward models, which represent the scalp projections of the brain activities by the maximally correlated components, were further translated into source distributions of underlying cortical activity using the exact Low Resolution Electromagnetic Tomography Algorithm (eLORETA). Our results revealed strong and significant correlations in EEG signals among multiple subjects and trials during the more difficult decision-making task than the easier one. We also observed that the NP decision-making and feedback tasks desynchronized the normalized alpha and beta powers of the CorrCA components, reflecting the engagement state of subjects. Source localization results furthermore suggested several sources of neural activities during the NP decision-making process, including the dorsolateral prefrontal cortex, anterior PFC, orbitofrontal cortex, posterior cingulate cortex, and somatosensory association cortex.

Effect of Scents on Gazing Behavior and Choice

Environmental stimuli can have a significant impact on our decisions. Elements of the store atmosphere, such as music, lights and smells, all have effects on choices, but these have been only vaguely investigated. In the present study, we aim to uncover the effect of strawberry scent on the gazing behavior and choices of the 62 recruited participants. A static eye-tracker was used to study the effect of scent, released by a diffuser. In total, 31 participants completed the study under odorless conditions, while another 31 participants had strawberry fragrance sprayed into the air. The objectives of the study were (1) to determine whether the most gazed-upon product in each of the four categories (chocolate, tea, muesli bar, yoghurt) was chosen, (2) whether the presence of the strawberry scent influenced consumer decision making, i.e., whether the strawberry scent influenced more people to choose strawberry-flavored products, and (3) to introduce the application of a fast and easy-to-use technique for the qualitative analysis of strawberry aroma present in the air during eye-tracking measurements. The results show that (1) participants chose the product they had studied the longest, for all four categories, and (2) the presence or absence of the scent had no significant effect on choice, with the same frequencies of choosing each product in the two conditions regardless of the flavor of the products.

Intermittent brain network reconfigurations and the resistance to social media influence

Since its development, social media has grown as a source of information and has a significant impact on opinion formation. Individuals interact with others and content via social media platforms in a variety of ways, but it remains unclear how decision-making and associated neural processes are impacted by the online sharing of informational content, from factual to fabricated. Here, we use EEG to estimate dynamic reconfigurations of brain networks and probe the neural changes underlying opinion change (or formation) within individuals interacting with a simulated social media platform. Our findings indicate that the individuals who changed their opinions are characterized by less frequent network reconfigurations while those who did not change their opinions tend to have more flexible brain networks with frequent reconfigurations. The nature of these frequent network configurations suggests a fundamentally different thought process between intervals in which individuals are easily influenced by social media and those in which they are not. We also show that these reconfigurations are distinct to the brain dynamics during an in-person discussion with strangers on the same content. Together, these findings suggest that brain network reconfigurations may not only be diagnostic to the informational context but also the underlying opinion formation.

BCI-Based Consumers' Choice Prediction From EEG Signals: An Intelligent Neuromarketing Framework

Neuromarketing relies on Brain Computer Interface (BCI) technology to gain insight into how customers react to marketing stimuli. Marketers spend about $750 billion annually on traditional marketing camping. They use traditional marketing research procedures such as Personal Depth Interviews, Surveys, Focused Group Discussions, and so on, which are frequently criticized for failing to extract true consumer preferences. On the other hand, Neuromarketing promises to overcome such constraints. This work proposes a machine learning framework for predicting consumers' purchase intention (PI) and affective attitude (AA) from analyzing EEG signals. In this work, EEG signals are collected from 20 healthy participants while administering three advertising stimuli settings: product, endorsement, and promotion. After preprocessing, features are extracted in three domains (time, frequency, and time-frequency). Then, after selecting features using wrapper-based methods Recursive Feature Elimination, Support Vector Machine is used for categorizing positive and negative (AA and PI). The experimental results show that proposed framework achieves an accuracy of 84 and 87.00% for PI and AA ensuring the simulation of real-life results. In addition, AA and PI signals show N200 and N400 components when people tend to take decision after visualizing static advertisement. Moreover, negative AA signals shows more dispersion than positive AA signals. Furthermore, this work paves the way for implementing such a neuromarketing framework using consumer-grade EEG devices in a real-life setting. Therefore, it is evident that BCI-based neuromarketing technology can help brands and businesses effectively predict future consumer preferences. Hence, EEG-based neuromarketing technologies can assist brands and enterprizes in accurately forecasting future consumer preferences.

Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing

Neuromarketing is an emerging research field for prospective businesses on consumer’s preference. Consumer’s preference prediction based on electroencephalography (EEG) can reliably predict likes or dislikes of a product. However, the current EEG prediction and classification accuracy have yet to reach ideal level. In addition, it is still unclear how different brain region information and different features such as power spectral density, brain asymmetry, differential entropy, and Hjorth parameters affect the prediction accuracy. Our study shows that by taking footwear products as an example, the recognition accuracy of product likes or dislikes reaches 94.22%. Compared with other brain regions, the features of the frontal and occipital brain region obtained a higher prediction accuracy, but the fusion of the features of the whole brain region could improve the prediction accuracy of likes or dislikes even further. Future work would be done to correlate the EEG-based like or dislike prediction results with product sales and self-reports.

Differences in Mechanical Parameters of Keyboard Switches Modulate Motor Preparation: A Wearable EEG Study

The mechanical parameters of keyboard switches affect the psychological sense of pressing. The effects of different mechanical parameters on psychological sense have been quantified using questionnaires, but these subjective evaluations are unable to fully clarify the modulation of information processing in the brain due to these differences. This study aimed to elucidate the ability of electroencephalography (EEG) measurements to detect the modulation of subconscious information processing according to mechanical parameter values. To this end, we prepared five mechanical switches with linearly increasing values of pretravel (PT: the distance from the free position until the operating position). We hypothesized that the differences in PTs would subconsciously affect the motor preparation prior to pressing switches because switches with PTs that deviated from those commonly used were predicted to increase the users' attention level when pressing. Differences in motor preparation were quantified using the mean amplitudes of the late contingent negative variation (CNV). We recorded EEGs of 25 gamers during a reaction task for fast switch pressing after a response cue preceded by a pre-cue for response preparation; we also measured the reaction time feedback on each switch pressing trial. Participants performed five sessions (60 trials per session) in total. For the analysis, trials were divided into first (session 1, 2, and 3) and second half sessions (session 4 and 5). In the latter session, CNV amplitudes were significantly higher for the switch with the highest PT than for that with a medium PT, which is closest to that commonly used in commercial mechanical switches. On the other hand, the questionnaire did not detect any significant differences between PTs in their subjective rankings of the psychological effects of switch pressing. These results suggest that differences in PTs modulate motor preparation to press switches, and that EEG measurements may provide a novel objective evaluation of the mechanical parameters of keyboard switches.

Impact of Visual Design Elements and Principles in Human Electroencephalogram Brain Activity Assessed with Spectral Methods and Convolutional Neural Networks

The visual design elements and principles (VDEPs) can trigger behavioural changes and emotions in the viewer, but their effects on brain activity are not clearly understood. In this paper, we explore the relationships between brain activity and colour (cold/warm), light (dark/bright), movement (fast/slow), and balance (symmetrical/asymmetrical) VDEPs. We used the public DEAP dataset with the electroencephalogram signals of 32 participants recorded while watching music videos. The characteristic VDEPs for each second of the videos were manually tagged for by a team of two visual communication experts. Results show that variations in the light/value, rhythm/movement, and balance in the music video sequences produce a statistically significant effect over the mean absolute power of the Delta, Theta, Alpha, Beta, and Gamma EEG bands (p < 0.05). Furthermore, we trained a Convolutional Neural Network that successfully predicts the VDEP of a video fragment solely by the EEG signal of the viewer with an accuracy ranging from 0.7447 for Colour VDEP to 0.9685 for Movement VDEP. Our work shows evidence that VDEPs affect brain activity in a variety of distinguishable ways and that a deep learning classifier can infer visual VDEP properties of the videos from EEG activity.

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to study the impact of advertising on brain regions and processes are scant and remain unclear in academic literature. In this article, we have followed a literature review methodology and a bibliometric analysis to select empirical and review papers that employed neuroimaging tools in advertising campaigns and to understand the global research trends in the neuromarketing domain. We extracted and analyzed sixty-three articles from the Web of Science database to answer our study questions. We found four common neuroimaging techniques employed in advertising research. We also found that the orbitofrontal cortex (OFC), the ventromedial prefrontal cortex, and the dorsolateral prefrontal cortex play a vital role in decision-making processes. The OFC is linked to positive valence, and the lateral OFC and left dorsal anterior insula related in negative valence. In addition, the thalamus and primary visual area associated with the bottom-up attention system, whereas the top-down attention system connected to the dorsolateral prefrontal cortex, parietal cortex, and primary visual areas. For memory, the hippocampus is responsible for generating and processing memories. We hope that this study provides valuable insights about the main brain regions and processes of interest for advertising.

Towards real-life EEG applications: novel superporous hydrogel-based semi-dry EEG electrodes enabling automatically "charge-discharge" electrolyte

A novel polyacrylamide/polyvinyl alcohol superporous hydrogel (PAAm/PVA SPH)-based semi-dry electrode was constructed for capturing EEG signals at the hairy scalp, showing automatically "charge-discharge" electrolyte concept in EEG electrode development. In this regard, PAAm/PVA SPH was polymerized in-situ in the hollow electrode cavity by freezing polymerization, which acted as a dynamic reservoir of electrolyte fluid. The superporous hydrogel can be completely "charged" with electrolyte fluid, such as saline, in just a few seconds and can be "discharged" through a few tiny pillars into the scalp at a desirable rate. In this way, an ideal local skin hydration effect was achieved at electrode-skin contact sites, facilitating the bioelectrical signal pathway and significantly reducing electrode-skin impedance. Moreover, the electrode interface effectively avoids short circuit and inconvenient issues. The results show that the semi-dry electrode displayed low and stable contact impedance, showing non-polarization properties with low off-set potential and negligible potential drift. The average temporal cross-correlation coefficient between the semi-dry and conventional wet electrodes was 0.941. Frequency spectra also showed almost identical responses with anticipated neural electrophysiology responses. Considering prominent advantages such as a rapid setup, robust signal, and user-friendliness, the new concept of semi-dry electrodes shows excellent potential in emerging real-life EEG applications.

A Novel Recurrent Neural Network to Classify EEG Signals for Customers' Decision-Making Behavior Prediction in Brand Extension Scenario

It was meaningful to predict the customers' decision-making behavior in the field of market. However, due to individual differences and complex, non-linear natures of the electroencephalogram (EEG) signals, it was hard to classify the EEG signals and to predict customers' decisions by using traditional classification methods. To solve the aforementioned problems, a recurrent t-distributed stochastic neighbor embedding (t-SNE) neural network was proposed in current study to classify the EEG signals in the designed brand extension paradigm and to predict the participants' decisions (whether to accept the brand extension or not). The recurrent t-SNE neural network contained two steps. In the first step, t-SNE algorithm was performed to extract features from EEG signals. Second, a recurrent neural network with long short-term memory (LSTM) layer, fully connected layer, and SoftMax layer was established to train the features, classify the EEG signals, as well as predict the cognitive performance. The proposed network could give a good prediction with accuracy around 87%. Its superior in prediction accuracy as compared to a recurrent principal component analysis (PCA) network, a recurrent independent component correlation algorithm [independent component analysis (ICA)] network, a t-SNE support vector machine (SVM) network, a t-SNE back propagation (BP) neural network, a deep LSTM neural network, and a convolutional neural network were also demonstrated. Moreover, the performance of the proposed network with different activated channels were also investigated and compared. The results showed that the proposed network could make a relatively good prediction with only 16 channels. The proposed network would become a potentially useful tool to help a company in making marketing decisions and to help uncover the neural mechanisms behind individuals' decision-making behavior with low cost and high efficiency.

Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis

The limitations of self-report techniques (i.e., questionnaires or surveys) in measuring consumer response to advertising stimuli have necessitated more objective and accurate tools from the fields of neuroscience and psychology for the study of consumer behavior, resulting in the creation of consumer neuroscience. This recent marketing sub-field stems from a wide range of disciplines and applies multiple types of techniques to diverse advertising subdomains (e.g., advertising constructs, media elements, or prediction strategies). Due to its complex nature and continuous growth, this area of research calls for a clear understanding of its evolution, current scope, and potential domains in the field of advertising. Thus, this current research is among the first to apply a bibliometric approach to clarify the main research streams analyzing advertising persuasion using neuroimaging. Particularly, this paper combines a comprehensive review with performance analysis tools of 203 papers published between 1986 and 2019 in outlets indexed by the ISI Web of Science database. Our findings describe the research tools, journals, and themes that are worth considering in future research. The current study also provides an agenda for future research and therefore constitutes a starting point for advertising academics and professionals intending to use neuroimaging techniques.

Examining the effect of online advertisement cues on human responses using eye-tracking, EEG, and MRI

This study sought to emphasize how disciplines such as neuroscience and marketing can be applied in advertising and consumer behavior. The application of neuroscience methods in analyzing and understanding human behavior related to the Elaboration Likelihood Model (ELM) and brain activity has recently garnered attention. This study examines brain processes while participants attempted to elicit preferences for a product, and demonstrates factors that influence consumer behavior using eye-tracking, electroencephalography (EEG), and magnetic resonance imaging (MRI) from a neuroscience approach. We planned two conditions of online advertising, namely, peripheral cues without argument and central cues with argument strength. Thirty respondents participated in the experiment, consisting of eye-tracking, EEG, and MRI instruments to explore brain activity in central cue conditions. We investigated whether diffusion tensor imaging (DTI) analysis could detect regional brain changes. Using eye-tracking, we found that the responses were mainly in the mean fixation duration, number of fixations, mean saccade duration, and number of saccade durations for the central cue condition. Moreover, the findings show that the fusiform gyrus and frontal cortex are significantly associated with building a relationship by inferring central cues in the EEG assay. The MRI images show that the fusiform gyrus and frontal cortex are significantly active in the central cue condition. DTI analysis indicates that the corpus callosum has changed in the central cue condition. We used eye-tracking, EEG, MRI, and DTI to understand that these connections may apprehend responses when viewing advertisements, especially in the fusiform gyrus, frontal cortex, and corpus callosum.

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

Review of semi-dry electrodes for EEG recording

Developing reliable and user-friendly electroencephalography (EEG) electrodes remains a challenge for emerging real-world EEG applications. Classic wet electrodes are the gold standard for recording EEG; however, they are difficult to implement and make users uncomfortable, thus severely restricting their widespread application in real-life scenarios. An alternative is dry electrodes, which do not require conductive gels or skin preparation. Despite their quick setup and improved user-friendliness, dry electrodes still have some inherent problems (invasive, relatively poor signal quality, or sensitivity to motion artifacts), which limit their practical utilization. In recent years, semi-dry electrodes, which require only a small amount of electrolyte fluid, have been successfully developed, combining the advantages of both wet and dry electrodes while addressing their respective drawbacks. Semi-dry electrodes can collect reliable EEG signals comparable to wet electrodes. Moreover, their setup is as fast and convenient similar to that of dry electrodes. Hence, semi-dry electrodes have shown tremendous application prospects for real-world EEG acquisition. Herein, we systematically summarize the development, evaluation methods, and practical design considerations of semi-dry electrodes. Some feasible suggestions and new ideas for the development of semi-dry electrodes have been presented. This review provides valuable technical support for the development of semi-dry electrodes toward emerging practical applications.

Analog Resonance Computation: A New Model for Human Cognition

Early models of human cognition appeared to posit the brain as a collection of discrete digital computing modules with specific data processing functions. More recent theories such as the Hierarchically Mechanistic Mind characterize the brain as a massive hierarchy of interconnected and adaptive circuits whose primary aim is to reduce entropy. However, studies in high workload/stress situations show that human behavior is often error prone and seemingly irrational. Rather than regarding such behavior to be uncharacteristic, this paper suggest that such "atypical" behavior provides the best information on which to base theories of human cognition. Rather than using a digital paradigm, human cognition should be seen as an analog computer based on resonating circuits whose primary driver is to constantly extract information from the massively complex and rapidly changing world around us to construct an internal model of reality that allows us to rapidly respond to the threats and opportunities.

The effects of brand familiarity and product category in brand extension: An ERP study

In this paper, neural features influenced by brand familiarity and category were investigated in a brand extension experiment by using conventional event-related potentials (ERPs) and time-frequency analysis. Twenty-four participants were required to decide whether to accept the extension of one brand (stimulus 1) to a certain product category (stimulus 2) in a 2 familiarity x 2 category paradigm. Stimulus 1 consisted of household appliance brands that had different degrees of familiarity (high familiarity vs. low familiarity) to a certain participant, and stimulus 2 consisted of two categories of products (high conflict vs. low conflict). Twenty-two sets of valid data were used for data analysis. We found greater N270 amplitudes in the low-familiarity brand condition and in the high-conflict product category condition, which meant that the participants had to devote more cognitive resources when the brand was less familiar and felt more conflict when the brand was extended to the high-conflict product category. According to the time-frequency analysis results, brand familiarity and product category were found to have a significant effect on the amplitude of theta-band power (4-7.5 Hz) at frontal electrodes in the time period of 270-340 ms. This result indicated that the activity of individual nodes of the language processing networks increased when the extension product category was mismatched with respect to the brand name and that the related memory of the brand was activated and the long-term memory was extracted when the participants faced the high-familiarity brand extension. The study provides an insightful view of how brand familiarity and category influence consumers' cognitive processes regarding brand extension.

EEG based emotion recognition using minimum spanning tree

Emotion is a fundamental factor that influences human cognition, motivation, decision making and social interactions. This psychological state arises spontaneously and goes with physiological changes that can be recognized by computational methods. In this study, changes in minimum spanning tree (MST) structure of brain functional connectome were used for emotion classification based on EEG data and the obtained results were employed for interpretation about the most informative frequency content of emotional states. For estimation of interaction between different brain regions, several connectivity metrics were applied and interactions were calculated in different frequency bands. Subsequently, the MST graph was extracted from the functional connectivity matrix and its features were used for emotion recognition. The results showed that the accuracy of the proposed method for separating emotions with different arousal levels was 88.28%, while for different valence levels it was 81.25%. Interestingly, the system performance for binary classification of emotions based on quadrants of arousal-valence space was also higher than 80%. The MST approach allowed us to study the change of brain complexity and dynamics in various emotional states. This capability provided us enough knowledge to claim lower-alpha and gamma bands contain the main information for discrimination of emotional states.