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

Revisiting the role of computational neuroimaging in the era of integrative neuroscience

Computational models have become integral to human neuroimaging research, providing both mechanistic insights and predictive tools for human cognition and behavior. However, concerns persist regarding the ecological validity of lab-based neuroimaging studies and whether their spatiotemporal resolution is not sufficient for capturing neural dynamics. This review aims to re-examine the utility of computational neuroimaging, particularly in light of the growing prominence of alternative neuroscientific methods and the growing emphasis on more naturalistic behaviors and paradigms. Specifically, we will explore how computational modeling can both enhance the analysis of high-dimensional imaging datasets and, conversely, how neuroimaging, in conjunction with other data modalities, can inform computational models through the lens of neurobiological plausibility. Collectively, this evidence suggests that neuroimaging remains critical for human neuroscience research, and when enhanced by computational models, imaging can serve an important role in bridging levels of analysis and understanding. We conclude by proposing key directions for future research, emphasizing the development of standardized paradigms and the integrative use of computational modeling across neuroimaging techniques.

Robots as Mental Health Coaches: A Study of Emotional Responses to Technology-Assisted Stress Management Tasks Using Physiological Signals

The current study investigated the effectiveness of social robots in facilitating stress management interventions for university students by evaluating their physiological responses. We collected electroencephalogram (EEG) brain activity and Galvanic Skin Responses (GSRs) together with self-reported questionnaires from two groups of students who practiced a deep breathing exercise either with a social robot or a laptop. From GSR signals, we obtained the change in participants' arousal level throughout the intervention, and from the EEG signals, we extracted the change in their emotional valence using the neurometric of Frontal Alpha Asymmetry (FAA). While subjective perceptions of stress and user experience did not differ significantly between the two groups, the physiological signals revealed differences in their emotional responses as evaluated by the arousal-valence model. The Laptop group tended to show a decrease in arousal level which, in some cases, was accompanied by negative valence indicative of boredom or lack of interest. On the other hand, the Robot group displayed two patterns; some demonstrated a decrease in arousal with positive valence indicative of calmness and relaxation, and others showed an increase in arousal together with positive valence interpreted as excitement. These findings provide interesting insights into the impact of social robots as mental well-being coaches on students' emotions particularly in the presence of the novelty effect. Additionally, they provide evidence for the efficacy of physiological signals as an objective and reliable measure of user experience in HRI settings.

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.

Evidence for human-centric in-vehicle lighting: part 3-Illumination preferences based on subjective ratings, eye-tracking behavior, and EEG features

Within this third part of our mini-series, searching for the best and worst automotive in-vehicle lighting settings, we aim to extend our previous finding about white light illumination preferences by adding local cortical area activity as one key indicator. Frontal electrical potential asymmetry, measured using an electroencephalogram (EEG), is a highly correlated index for identifying positive and negative emotional behavior, primarily in the alpha band. It is rarely understood to what extent this observation can be applied to the evaluation of subjective preference or dislike based on luminaire variations in hue, chroma, and lightness. Within a controlled laboratory study, we investigated eight study participants who answered this question after they were shown highly immersive 360° image renderings. By so doing, we first subjectively defined, based on four different external driving scenes varying in location and time settings, the best and worst luminaire settings by changing six unlabeled luminaire sliders. Emotional feedback was collected based on semantic differentials and an emotion wheel. Furthermore, we recorded 120 Hz gaze data to identify the most important in-vehicle area of interest during the luminaire adaptation process. In the second study session, we recorded EEG data during a binocular observation task of repeated images arbitrarily paired by previously defined best and worst lighting settings and separated between all four driving scenes. Results from gaze data showed that the central vehicle windows with the left-side orientated colorful in-vehicle fruit table were both significantly longer fixed than other image areas. Furthermore, the previously identified cortical EEG feature describing the maximum power spectral density could successfully separate positive and negative luminaire settings based only on cortical activity. Within the four driving scenes, two external monotonous scenes followed trendlines defined by highly emotionally correlated images. More interesting external scenes contradicted this trend, suggesting an external emotional bias stronger than the emotional changes created by luminaires. Therefore, we successfully extended our model to define the best and worst in-vehicle lighting with cortical features by touching the field of neuroaesthetics.