Technological advancements and opportunities in Neuromarketing: a systematic review

A Bibliometric Analysis of the Trends and Impact of Neuromarketing Research: Peering Into the Consumer Brain

Neuromarketing is the application of neuroscience and cognitive science to understand and influence consumer behavior and the different underlying decision-making processes. This neuromarketing bibliometric study uses Scopus for bibliographic data and Biblioshiny and Citespace for the overall analysis. Annual scientific production is considered to outline some general lines of critical trends in volume over time. It provides an overview of the most relevant authors and their contributions and creates co-citation networks with the cited authors to identify influential researchers and collaborative networks. Sources that are most relevant to the discussion, together with co-citation patterns, show important articles and journals. Mapping countries' scientific production and collaboration show the manifold contributions of single countries to global research and how some topics can be created out of cooperation. Trend topics were analyzed to detect emerging research themes; factorial analysis helped in the actual clustering of the research topics. It identifies keywords with the most robust citation bursts, meaning times of the most concentrated research activity and emerging areas of interest. The research identifies gaps and produces some practical implications, putting forward a roadmap for future research directions and the necessity of advanced computational techniques in neuromarketing research.

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.

Neural responses to gaming content on social media in young adults

Excessive gaming can impair both mental and physical health, drawing widespread public and clinical attention, especially among young generations. People are now more exposed to gaming-related content on social media than before, and this exposure may have a significant impact on their behavior. However, the neural mechanisms underlying this effect remain unexplored. Using functional magnetic resonance imaging (fMRI), this study aimed to investigate the neural activity induced by gaming-related content on social media among young adults casually playing online games. While being assessed by fMRI, the participants watched gaming-related videos and neutral (nongaming) videos on social media. The gaming-related cues significantly activated several brain areas, including the medial prefrontal cortex, posterior cingulate cortex, hippocampus, thalamus, superior/middle temporal gyrus, precuneus and occipital regions, compared with the neutral cues. Additionally, the participants' gaming desire levels positively correlated with a gaming-related cue-induced activation in the left orbitofrontal cortex and the right superior temporal gyrus. These findings extend previous studies on gaming cues and provide useful information to elucidate the effects of gaming-related content on social media in young adults. Continued research using real-world gaming cues may help improve our understanding of promoting gaming habits and provide support to individuals vulnerable to gaming addiction.

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.

Methods for motion artifact reduction in online brain-computer interface experiments: a systematic review

Brain-computer interfaces (BCIs) have emerged as a promising technology for enhancing communication between the human brain and external devices. Electroencephalography (EEG) is particularly promising in this regard because it has high temporal resolution and can be easily worn on the head in everyday life. However, motion artifacts caused by muscle activity, fasciculation, cable swings, or magnetic induction pose significant challenges in real-world BCI applications. In this paper, we present a systematic review of methods for motion artifact reduction in online BCI experiments. Using the PRISMA filter method, we conducted a comprehensive literature search on PubMed, focusing on open access publications from 1966 to 2022. We evaluated 2,333 publications based on predefined filtering rules to identify existing methods and pipelines for motion artifact reduction in EEG data. We present a lookup table of all papers that passed the defined filters, all used methods, and pipelines and compare their overall performance and suitability for online BCI experiments. We summarize suitable methods, algorithms, and concepts for motion artifact reduction in online BCI applications, highlight potential research gaps, and discuss existing community consensus. This review aims to provide a comprehensive overview of the current state of the field and guide researchers in selecting appropriate methods for motion artifact reduction in online BCI experiments.

Functional Near-Infrared Spectroscopy as a Personalized Digital Healthcare Tool for Brain Monitoring

The sustained growth of digital healthcare in the field of neurology relies on portable and cost-effective brain monitoring tools that can accurately monitor brain function in real time. Functional near-infrared spectroscopy (fNIRS) is one such tool that has become popular among researchers and clinicians as a practical alternative to functional magnetic resonance imaging, and as a complementary tool to modalities such as electroencephalography. This review covers the contribution of fNIRS to the personalized goals of digital healthcare in neurology by identifying two major trends that drive current fNIRS research. The first major trend is multimodal monitoring using fNIRS, which allows clinicians to access more data that will help them to understand the interconnection between the cerebral hemodynamics and other physiological phenomena in patients. This allows clinicians to make an overall assessment of physical health to obtain a more-detailed and individualized diagnosis. The second major trend is that fNIRS research is being conducted with naturalistic experimental paradigms that involve multisensory stimulation in familiar settings. Cerebral monitoring of multisensory stimulation during dynamic activities or within virtual reality helps to understand the complex brain activities that occur in everyday life. Finally, the scope of future fNIRS studies is discussed to facilitate more-accurate assessments of brain activation and the wider clinical acceptance of fNIRS as a medical device for digital healthcare.

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.

Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda

In the past decade, neurophysiological and physiological tools have been used to explore consumer behaviour toward advertising. The studies into brain processes (e.g., emotions, motivation, reward, attention, perception, and memory) toward advertising are scant, and remain unclear in the academic literature. To fill the gap in the literature, this study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to extract relevant articles. It extracted and analysed 76 empirical articles from the Web of Science (WoS) database from 2009-2020. The findings revealed that the inferior frontal gyrus was associated with pleasure, while the middle temporal gyrus correlated with displeasure of advertising. Meanwhile, the right superior-temporal is related to high arousal and the right middle-frontal-gyrus is linked to low arousal toward advertisement campaigns. The right prefrontal-cortex (PFC) is correlated with withdrawal behaviour, and the left PFC is linked to approach behaviour. For the reward system, the ventral striatum has a main role in the reward system. It has also been found that perception is connected to the orbitofrontal cortex (OFC) and ventromedial (Vm) PFC. The study's findings provide a profound overview of the importance of brain processes such as emotional processes, reward, motivation, cognitive processes, and perception in advertising campaigns such as commercial, social initiative, and public health.

RNeuMark: A Riemannian EEG Analysis Framework for Neuromarketing

Neuromarketing exploits neuroimaging techniques so as to reinforce the predictive power of conventional marketing tools, like questionnaires and focus groups. Electroencephalography (EEG) is the most commonly encountered neuroimaging technique due to its non-invasiveness, low-cost, and its very recent embedding in wearable devices. The transcription of brainwave patterns to consumer attitude is supported by various signal descriptors, while the quest for profitable novel ways is still an open research question. Here, we suggest the use of sample covariance matrices as alternative descriptors, that encapsulate the coordinated neural activity from distinct brain areas, and the adoption of Riemannian geometry for their handling. We first establish the suitability of Riemannian approach for neuromarketing-related problems and then suggest a relevant decoding scheme for predicting consumers' choices (e.g., willing to buy or not a specific product). Since the decision-making process involves the concurrent interaction of various cognitive processes and consequently of distinct brain rhythms, the proposed decoder takes the form of an ensemble classifier that builds upon a multi-view perspective, with each view dedicated to a specific frequency band. Adopting a standard machine learning procedure, and using a set of trials (training data) in conjunction with the associated behavior labels ("buy"/ "not buy"), we train a battery of classifiers accordingly. Each classifier is designed to operate in the space recovered from the inter-trial distances of SCMs and to cast a rhythm-depended decision that is eventually combined with the predictions of the rest ones. The demonstration and evaluation of the proposed approach are performed in 2 neuromarketing-related datasets of different nature. The first is employed to showcase the potential of the suggested descriptor, while the second to showcase the decoder's superiority against popular alternatives in the field.

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.

Bibliometric-Based Evaluation of the Neuromarketing Research Trend: 2010–2021

Neuromarketing has become a new and important topic in the field of marketing in recent years. Consumer behavior research has received increasing attention. In the past decade, the importance of marketing has also been recognized in many fields such as consumer behavior, advertising, information systems, and e-commerce. Neuromarketing uses neurological methods to determine the driving forces behind consumers’ choices. Various neuroscience tools, such as eye movements, have been adopted to help reveal how consumers react to particular advertisements or objects. This information can be used as the basis for new advertising campaigns and brand promotions. To effectively explore the research trends in this field, we must understand the current situation of neuromarketing. A systematic bibliometric analysis can solve this problem by providing publishing trends and information on various topics. In this study, journals that focused on neuromarketing in the field of marketing between 2010 and 2021 were analyzed. These journals were core journals rated by the Association of Business Schools with three or more stars. According to the data analysis results, neuromarketing has 15 main journals with relevant papers. Based on the data collected by the Web of Science (WOS), this study mainly collected 119 references and analyzed the most productive countries, universities, authors, journals, and prolific publications in the field of neuromarketing via Citespace. Through the analysis of knowledge maps, this study explored the mapping of co-citation, bibliographic coupling (BC), and co-occurrence (CC). Moreover, the strongest citation bursts were used to study popular research at different time stages and analyze the research trends of neuromarketing research methods and tools. This study provides an overview of the trends and paths in neuromarketing, which can help researchers understand global trends and future research directions.

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.

An EEG-Based Neuromarketing Approach for Analyzing the Preference of an Electric Car

This study evaluates consumer preference from the perspective of neuroscience when a choice is made among a number of cars, one of which is an electric car. Consumer neuroscience contributes to a systematic understanding of the underlying information processing and cognitions involved in choosing or preferring a product. This study aims to evaluate whether neural measures, which were implicitly extracted from brain activities, can be reliable or consistent with self-reported measures such as preference or liking. In an EEG-based experiment, the participants viewed images of automobiles and their specifications. Emotional and attentional stimuli and the participants' responses, in the form of decisions made, were meticulously distinguished and analyzed via signal processing techniques, statistical tests, and brain mapping tools. Long-range temporal correlations (LRTCs) were also calculated to investigate whether the preference of a product could affect the dynamic of neuronal fluctuations. Statistically significant spatiotemporal dynamical differences were then evaluated between those who select an electric car (which seemingly demands specific memory and long-term attention) and participants who choose other cars. The results showed increased PSD and central-parietal and central-frontal coherences at the alpha frequency band for those who selected the electric car. In addition, the findings showed the emergence of LRTCs or the ability of this group to integrate information over extended periods. Furthermore, the result of clustering subjects into two groups, using statistically significant discriminative EEG measures, was associated with the self-report data. The obtained results highlighted the promising role of intrinsically extracted measures on consumers' buying behavior.

Effects of the calorie content of visual food stimuli and simulated situations on event-related frontal alpha asymmetry and event-related potentials in the context of food choices

Approach and avoidance tendencies play an important role in everyday food choices when choosing between high-caloric, rather unhealthy, and low-caloric, rather healthy options. On a neuronal level, approach and avoidance motivation have been associated with asymmetrical activity of the frontal cortex, often quantified by alpha power averaged over several seconds of resting electroencephalogram (EEG). Going beyond the analysis of resting EEG, the present study aimed to investigate asymmetrical frontal activity in direct response to food stimuli in an event-related design and in combination with event-related potentials (ERPs). Therefore, a sample of 56 young and healthy participants completed a food choice task. They were asked to choose from a selection of high-caloric and low-caloric foods which they would want to eat on a normal day (baseline), when being on a diet, and in a reward situation. On the behavioural level, there was a clear preference for low-caloric foods. Well in line with that, time-frequency analyses of alpha asymmetry revealed relatively stronger temporary (950-1175 ms) left-hemispheric frontal activity, that is, a stronger approach tendency, in response to low-caloric as compared to high-caloric foods. Furthermore, larger P300 for low-caloric foods indicated an increased task relevance of low-caloric foods in the baseline and the reward situation. In contrast, the late positive potential (LPP), an index of subjective value, was larger for high-as compared to low-caloric foods, reflecting the intrinsic rewarding properties of high-caloric foods. ERPs, but not frontal alpha asymmetry, were influenced by the situational context.

MarketBrain: An EEG based intelligent consumer preference prediction system

The traditional marketing research tools (Personal Depth Interview, Surveys, FGD, etc.) are cost-prohibitive and often criticized for not extracting true consumer preferences. Neuromarketing tools promise to overcome such limitations. In this study, we proposed a framework, MarketBrain, to predict consumer preferences. In our experiment, we administered marketing stimuli (five products with endorsements), collected EEG signals by EMOTIV EPOC+, and used signal processing and classification algorithms to develop the prediction system. Wavelet Packet Transform was used to extract frequency bands (δ, θ, α, β₁, β₂, γ) and then statistical features were extracted for classification. Among the classifiers, Support Vector Machine (SVM) achieved the best accuracy (96.01±0.71) using 5-fold cross-validation. Results also suggested that specific target consumers and endorser appearance affect the prediction of the preference. So, it is evident that EEG-based neuromarketing tools can help brands and businesses effectively predict future consumer preferences. Hence, it will lead to the development of an intelligent market driving system for neuromarketing applications.

Threats to Global Mental Health From Unregulated Digital Phenotyping and Neuromarketing: Recommendations for COVID-19 Era and Beyond

The new era of digitalized knowledge and information technology (IT) has improved efficiency in all medical fields, and digital health solutions are becoming the norm. There has also been an upsurge in utilizing digital solutions during the COVID-19 pandemic to address the unmet mental healthcare needs, especially for those unable to afford in-person office-based therapy sessions or those living in remote rural areas with limited access to mental healthcare providers. Despite these benefits, there are significant concerns regarding the widespread use of such technologies in the healthcare system. A few of those concerns are a potential breach in the patients' privacy, confidentiality, and the agency of patients being at risk of getting used for marketing or data harnessing purposes. Digital phenotyping aims to detect and categorize an individual's behavior, activities, interests, and psychological features to properly customize future communications or mental care for that individual. Neuromarketing seeks to investigate an individual's neuronal response(s) (cortical and subcortical autonomic) characteristics and uses this data to direct the person into purchasing merchandise of interest, or shaping individual's opinion in consumer, social or political decision making, etc. This commentary's primary concern is the intersection of these two concepts that would be an inevitable threat, more so, in the post-COVID era when disparities would be exaggerated globally. We also addressed the potential "dark web" applications in this intersection, worsening the crisis. We intend to raise attention toward this new threat, as the impacts might be more damming in low-income settings or/with vulnerable populations. Legal, health ethics, and government regulatory processes looking at broader impacts of digital marketing need to be in place.

Mind the gap: State-of-the-art technologies and applications for EEG-based brain-computer interfaces

Brain-computer interfaces (BCIs) provide bidirectional communication between the brain and output devices that translate user intent into function. Among the different brain imaging techniques used to operate BCIs, electroencephalography (EEG) constitutes the preferred method of choice, owing to its relative low cost, ease of use, high temporal resolution, and noninvasiveness. In recent years, significant progress in wearable technologies and computational intelligence has greatly enhanced the performance and capabilities of EEG-based BCIs (eBCIs) and propelled their migration out of the laboratory and into real-world environments. This rapid translation constitutes a paradigm shift in human-machine interaction that will deeply transform different industries in the near future, including healthcare and wellbeing, entertainment, security, education, and marketing. In this contribution, the state-of-the-art in wearable biosensing is reviewed, focusing on the development of novel electrode interfaces for long term and noninvasive EEG monitoring. Commercially available EEG platforms are surveyed, and a comparative analysis is presented based on the benefits and limitations they provide for eBCI development. Emerging applications in neuroscientific research and future trends related to the widespread implementation of eBCIs for medical and nonmedical uses are discussed. Finally, a commentary on the ethical, social, and legal concerns associated with this increasingly ubiquitous technology is provided, as well as general recommendations to address key issues related to mainstream consumer adoption.

Near-channel classifier: symbiotic communication and classification in high-dimensional space

Brain-inspired high-dimensional (HD) computing represents and manipulates data using very long, random vectors with dimensionality in the thousands. This representation provides great robustness for various classification tasks where classifiers operate at low signal-to-noise ratio (SNR) conditions. Similarly, hyperdimensional modulation (HDM) leverages the robustness of complex-valued HD representations to reliably transmit information over a wireless channel, achieving a similar SNR gain compared to state-of-the-art codes. Here, we first propose methods to improve HDM in two ways: (1) reducing the complexity of encoding and decoding operations by generating, manipulating, and transmitting bipolar or integer vectors instead of complex vectors; (2) increasing the SNR gain by 0.2 dB using a new soft-feedback decoder; it can also increase the additive superposition capacity of HD vectors up to 1.7\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\times$$\end{document}× in noise-free cases. Secondly, we propose to combine encoding/decoding aspects of communication with classification into a single framework by relying on multifaceted HD representations. This leads to a near-channel classification (NCC) approach that avoids transformations between different representations and the overhead of multiple layers of encoding/decoding, hence reducing latency and complexity of a wireless smart distributed system while providing robustness against noise and interference from other nodes. We provide a use-case for wearable hand gesture recognition with 5 classes from 64 EMG sensors, where the encoded vectors are transmitted to a remote node for either performing NCC, or reconstruction of the encoded data. In NCC mode, the original classification accuracy of 94% is maintained, even in the channel at SNR of 0 dB, by transmitting 10,000-bit vectors. We remove the redundancy by reducing the vector dimensionality to 2048-bit that still exhibits a graceful degradation: less than 6% accuracy loss is occurred in the channel at − 5 dB, and with the interference from 6 nodes that simultaneously transmit their encoded vectors. In the reconstruction mode, it improves the mean-squared error by up to 20 dB, compared to standard decoding, when transmitting 2048-dimensional vectors.