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.

NeuroBioSense: A multidimensional dataset for neuromarketing analysis

In the context of neuromarketing, sales, and branding, the investigation of consumer decision-making processes presents complex and intriguing challenges. Consideration of the effects of multicultural influences and societal conditions from a global perspective enriches this multifaceted field. The application of neuroscience tools and techniques to international marketing and consumer behavior is an emerging interdisciplinary field that seeks to understand the cognitive processes, reactions, and selection mechanisms of consumers within the context of branding and sales. The NeuroBioSense dataset was prepared to analyze and classify consumer responses. This dataset includes physiological signals, facial images of the participants while watching the advertisements, and demographic information. The primary objective of the data collection process is to record and analyze the responses of human subjects to these signals during a carefully designed experiment consisting of three distinct phases, each of which features a different form of branding advertisement. Physiological signals were collected with the Empatica e4 wearable sensor device, considering non-invasive body photoplethysmography (PPG), electrodermal activity (EDA), and body temperature sensors. A total of 58 participants, aged between 18 and 70, were divided into three different groups, and data were collected. Advertisements prepared in the categories of cosmetics for 18 participants, food for 20 participants, and cars for 20 participants were watched. On the emotion evaluation scale, 7 different emotion classes are given: Joy, Surprise, anger, disgust, sadness, fear, and neutral. This dataset will help researchers analyse responses, understand and develop emotion classification studies, the relationship between consumers and advertising, and neuromarketing methods.

A Study of Reliability and Validity of Constructs of Neuromarketing Among Indian Consumers

Background

Consumer behavior research and neurology are combined in the emerging discipline of neuromarketing. Neuromarketing is considered to be one of emerging field to study how consumer's brain reacts to advertisement and other brand's message by observing brainwave, eye, and skin response. The current study examined the emerging field of constructs of neuromarketing like social, attention, technology, and emotions to examine Indian consumer's buying behavior.

Purpose

To study the validity and reliability of constructs of neuromarketing that examines consumer's buying behavior among Indian consumers.

Methods

A sample of 191 people of different age groups was considered in the study. A random sampling technique was used for data collection. The self-designed questionnaire used for the measurement of neuromarketing constructs and consumers' buying behavior. The current study applied SPSS and AMOS software to validate the measurement model of neuromarketing.

Results

The Kaiser-Meyer-Olkin (KMO) and Bartlett's Test's value is 0.784 and this value confirmed that the sample is adequate for factor analysis. Apart from that, the five constructs of neuromarketing - Attention (A), Social (SC), Technological (T), Emotion (E), and Consumer Buying Behavior (BB) had shown the value of Cronbach's alpha to be more than 0.7. Confirmatory Factor Analysis (CFA) had shown value of average variance explained of each constructs 0.5 and composite reliability more than 0.7 which indicates excellent construct validity of constructs for model formation of neuromarketing. The study also validates measurement research model of neuromarketing on the basis of model fit index (chi-square/df = 3.397, RMSEA = 0.10, GFI = 0.92, and CFI = 0.87).

Conclusion

The present study had shown good validity and reliability of constructs of neuromarketing and also proved that marketers can apply these constructs to examine behavior pattern of consumers.

Exploring global trends and future directions in advertising research: A focus on consumer behavior

This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to select relevant articles, and bibliometric analysis was conducted to determine global trends and advancements in advertising and neuromarketing. The study selected and analyzed forty-one papers from the Web of Science (WoS) database from 2009-2020. The results indicated that Spain, particularly the Complutense University of Madrid, was the most productive country and institution, respectively, with 11 and 3 articles. The journal Frontiers in Psychology was the most prolific, with eight articles. The article "Neuromarketing: The New Science of Consumer Behavior" had the most citations (152 T.Cs). Additionally, the researchers discovered that the inferior frontal and middle temporal gyri were associated with pleasant and unpleasant emotions, respectively, while the right superior temporal and right middle frontal gyrus was connected to high and low arousal. Furthermore, the right prefrontal cortex (PFC) and left PFC were linked to withdrawal and approach behaviors. In terms of the reward system, the ventral striatum played a critical role, while the orbitofrontal cortex and ventromedial PFC were connected to perception. As far as we know, this is the first paper that focused on the global academic trends and developments of neurophysiological and physiological instruments used in advertising in the new millennium, emphasizing the significance of intrinsic and extrinsic emotional processes, endogenous and exogenous attentional processes, memory, reward, motivational attitude, and perception in advertising campaigns.

Using eye-tracking technology in Neuromarketing

The aim of this review is to highlight the importance and benefits of eye tracking in Neuromarketing, by analyzing research papers and articles from international databases such as Scopus, PubMed, Elsevier, Springer and Science Direct. After analyzing some of the most representative publications related to eye tracking in Neuromarketing, we have concluded that it can be considered one of the most important tools in determining the consumers' intent to buy medical products and services. In addition, with a mixture between standard Marketing Research methods and the eye-tracking technology, the researchers can get insight into unconscious factors that influence the consumers' choices and preferences. In conclusion, neuromarketing can prevent the waste of money spent on ineffective marketing campaigns.

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.

Neural substrates of brand equity: applying a quantitative meta-analytical method for neuroimage studies

Although the concept of brand equity has been investigated using various approaches, a comprehensive neural basis for brand equity remains unclear. The default mode network (DMN) as a mental process might influence brand equity related consumers' decision-making, as reported in the marketing literature. While studies on the overlapping regions between the DMN and value-based decision-making related brain regions have been reported in neuroscience literature, relationships between the DMN and a neural mechanism of brand equity have not been clarified. The aim of our study is to identify neural substrates of brand equity and examine brand equity-related mental processes by comparing them to the DMN. To determine the neural substrates of brand equity, we first carried out the activation likelihood estimation (ALE) meta-analysis. We examined 26 studies using branded objects as experimental stimuli for the ALE. Next, we set the output regions from ALE as the region of interest for meta-analytic connectivity modeling (MACM). Further, we compared the brand equity-related brain network (BE-RBN) revealed by the MACM with the DMN. We confirmed that the BE-RBN brain regions overlap with the medial temporal lobule (MTL) sub-system, a module composed of the DMN but excluding the retrosplenial cortex. Further, we discovered that several brain regions apart from the DMN are also distinctive BE-RBN brain regions (i.e., the insula, the inferior frontal gyrus, amygdala, ventral striatum, parietal region). We decoded the BE-RBN brain regions using the BrandMap module. The decoded results revealed that the brand equity-related mental processes are complex constructs integrated via multiple mental processes such as self-referential, reward, emotional, memory, and sensorimotor processing. Our study demonstrated that the DMN alone is insufficient to engage in brand equity-related mental processes. Therefore, marketers are required to make strategic plans to integrate the five consumer's multiple mental processes while building brand equity.

Feature selection of EEG signals in neuromarketing

Brain-computer interface (BCI) technology uses electrophysiological (EEG) signals to detect user intent. Research on BCI has seen rapid advancement, with researchers proposing and implementing several signal processing and machine learning approaches for use in different contexts. BCI technology is also used in neuromarketing to study the brain's responses to marketing stimuli. This study sought to detect two preference states (like and dislike) in EEG neuromarketing data using the proposed EEG-based consumer preference recognition system. This study investigated the role of feature selection in BCI to improve the accuracy of preference detection for neuromarketing. Several feature selection methods were used for benchmark testing in multiple BCI studies. Four feature selection approaches, namely, principal component analysis (PCA), minimum redundancy maximum relevance (mRMR), recursive feature elimination (RFE), and ReliefF, were used with five different classifiers: deep neural network (DNN), support vector machine (SVM), k-nearest neighbors (KNN), linear discriminant analysis (LDA), and random forest (RF). The four approaches were compared to evaluate the importance of feature selection. Moreover, the performance of classification algorithms was evaluated before and after feature selection. It was found that feature selection for EEG signals improves the performance of all classifiers.

A review of research on neuromarketing using content analysis: key approaches and new avenues

There is currently a growing interest in a deeper understanding of consumer behaviour. In this context, the union of different disciplines such as neuroscience and marketing has given birth to new fields of knowledge, e.g. neuromarketing. This study is mainly aimed at carrying out a systematic revision of the literature on neuromarketing from a holistic point of view, analysing its definition and processes, as well as more specific aspects such as its ethics and applications. Based on the results of our review, following a combined methodology with a base dictionary and text mining, our study presents both the current lines of research and the future lines of work.

Technological advancements and opportunities in Neuromarketing: a systematic review

Neuromarketing has become an academic and commercial area of interest, as the advancements in neural recording techniques and interpreting algorithms have made it an effective tool for recognizing the unspoken response of consumers to the marketing stimuli. This article presents the very first systematic review of the technological advancements in Neuromarketing field over the last 5 years. For this purpose, authors have selected and reviewed a total of 57 relevant literatures from valid databases which directly contribute to the Neuromarketing field with basic or empirical research findings. This review finds consumer goods as the prevalent marketing stimuli used in both product and promotion forms in these selected literatures. A trend of analyzing frontal and prefrontal alpha band signals is observed among the consumer emotion recognition-based experiments, which corresponds to frontal alpha asymmetry theory. The use of electroencephalogram (EEG) is found favorable by many researchers over functional magnetic resonance imaging (fMRI) in video advertisement-based Neuromarketing experiments, apparently due to its low cost and high time resolution advantages. Physiological response measuring techniques such as eye tracking, skin conductance recording, heart rate monitoring, and facial mapping have also been found in these empirical studies exclusively or in parallel with brain recordings. Alongside traditional filtering methods, independent component analysis (ICA) was found most commonly in artifact removal from neural signal. In consumer response prediction and classification, Artificial Neural Network (ANN), Support Vector Machine (SVM) and Linear Discriminant Analysis (LDA) have performed with the highest average accuracy among other machine learning algorithms used in these literatures. The authors hope, this review will assist the future researchers with vital information in the field of Neuromarketing for making novel contributions.

Neurophilia is stronger for educators than students in Brazil

BACKGROUND

Educational products claiming to be "brain-based" are common. Due to neurophilia, including a brain in a product's marketing can enhance perceptions. However, schooling background may play a protective role.

OBJECTIVE

As previous neuromarketing research has been conducted predominantly in English speakers, we examined whether the effects of neurophilia extend to a Portuguese-speaking Brazilian population.

METHOD

Teachers and students (N = 262) viewed one of four advertisements for a hypothetical product translating to ''Right Brain'' or ''Right Start'' Training; half the advertisements contained an MRI brain image. Participants rated their perceptions of interest, efficacy, and scientific rationale.

RESULTS

The presence of a brain image or the word 'brain' did not influence responses. However, occupation had a significant effect: teachers' ratings were higher than students' ratings. Importantly, teachers were more susceptible to neurocontent, rating "Right Brain" training significantly higher than students.

CONCLUSION

These results thus highlight the need to improve teachers' neuroscience literacy.

Neuromarketing as a strategic tool for predicting how Instagramers have an influence on the personal identity of adolescents and young people in Spain

Instagram is the fastest growing social network and has an audience that shares lifestyles related to their interest in beauty and fashion. However, the exposure of adolescents to images that promote the slender beauty ideal can lead to body dissatisfaction, as they place a lot of importance on the likes and comments they receive regarding the comparison of their appearance with that of other users. The popularity of influencers and their opinion leadership has resulted in the convergence of a given body image with the promotion of products and brands. Through the use of neuromarketing techniques -attention through eye tracking, and emotion using galvanic skin response-, the objective of this research is to determine the cognitive perception that Spanish adolescents and young people have of the stimuli transmitted by influencers on Instagram, surpassing classic content analysis of social networks and offering the innovative technique of registering unconscious reactions of the audience, both toward the body image as well as toward the brands promoted by influencers who are akin to the audience. The results suggest that adolescents place greater attention and emotional intensity on the nude body appeal of influencers compared to young adults, and show only scarce interest in brands.

Do isolated packaging variables influence consumers' attention and preferences?

Developments in neuroscience have provided the opportunity to know unconscious consumer reactions and acknowledge direct measures of cognitive constructs like attention. Given the ever-increasing concern over packaging's contribution to creating a positive first impression, the current research seeks to examine consumers' attention and declarative preferences regarding the three main different packaging attributes as isolated variables: images, texts and colours. The experiment exposed participants (N = 40) to 63 stimuli, which were based on modifications of the three main packaging attributes of three products of three different food categories. This study used electroencephalogram (EEG) and eye-tracking (ET) to measure attention, and a declarative test was employed to examine preference. First, the results presented herein show that the presence of visual elements, either images or texts on packages, increased the participants' level of attention. Second, the results reveal that colour modifications do not have a significant effect on participants' neurophysiological attention levels. Third, the results demonstrated that the neurophysiological effects among the participants do not necessarily coincide with their subjective evaluations of preference. Hence, this study increases awareness of the relevance of combining traditional market research tools that rely on explicit consumer responses with neuroscientific techniques. These findings indicate, first of all, that more research is needed to ascertain the extent to which consumers' neurophysiological outcomes correspond to their declarative preferences and second, that neurophysiological methods should be given more attention in research.

Measuring advertising effectiveness in Travel 2.0 websites through eye-tracking technology

The advent of Web 2.0 is changing tourists' behaviors, prompting them to take on a more active role in preparing their travel plans. It is also leading tourism companies to have to adapt their marketing strategies to different online social media. The present study analyzes advertising effectiveness in social media in terms of customers' visual attention and self-reported memory (recall). Data were collected through a within-subjects and between-groups design based on eye-tracking technology, followed by a self-administered questionnaire. Participants were instructed to visit three Travel 2.0 websites (T2W), including a hotel's blog, social network profile (Facebook), and virtual community profile (Tripadvisor). Overall, the results revealed greater advertising effectiveness in the case of the hotel social network; and visual attention measures based on eye-tracking data differed from measures of self-reported recall. Visual attention to the ad banner was paid at a low level of awareness, which explains why the associations with the ad did not activate its subsequent recall. The paper offers a pioneering attempt in the application of eye-tracking technology, and examines the possible impact of visual marketing stimuli on user T2W-related behavior. The practical implications identified in this research, along with its limitations and future research opportunities, are of interest both for further theoretical development and practical application.

Discrete classification technique applied to TV advertisements liking recognition system based on low-cost EEG headsets

Background

In this paper a new approach is applied to the area of marketing research. The aim of this paper is to recognize how brain activity responds during the visualization of short video advertisements using discrete classification techniques. By means of low cost electroencephalography devices (EEG), the activation level of some brain regions have been studied while the ads are shown to users. We may wonder about how useful is the use of neuroscience knowledge in marketing, or what could provide neuroscience to marketing sector, or why this approach can improve the accuracy and the final user acceptance compared to other works.

Methods

By using discrete techniques over EEG frequency bands of a generated dataset, C4.5, ANN and the new recognition system based on Ameva, a discretization algorithm, is applied to obtain the score given by subjects to each TV ad.

Results

The proposed technique allows to reach more than 75 % of accuracy, which is an excellent result taking into account the typology of EEG sensors used in this work. Furthermore, the time consumption of the algorithm proposed is reduced up to 30 % compared to other techniques presented in this paper.

Conclusions

This bring about a battery lifetime improvement on the devices where the algorithm is running, extending the experience in the ubiquitous context where the new approach has been tested.

The impact of parameters of store illumination on food shopper response

Customer behavior in sales areas is strongly influenced by the perception of surroundings and feelings of well-being. By using dynamic retail solutions of basic, accent and dramatic lighting it is possible to attract attention, create a unique in-store environment and give customers a reason to stay and return to the store. The simplest and also the most successful method to reach customer attention in food selection (buying) process is through eye-catchingly illuminated visuals of products. Visual senses has evolved to top ranks in the sensory hierarchy, therefore visual stimuli have a tendency to overcome all other senses. The paper deals with a comprehensive interdisciplinary research of the influence of light and color on the emotional state of consumers (valence) on the food market. It integrates the measurement of light intensity, color temperature or emitted color spectrum in grocery stores, recognition of emotional response and the time of its occurrence among respondents due to different lighting types and color in simulated laboratory conditions. The research is focused on accent lighting in the segment of fresh unpackaged food. Using a mobile 16-channel electroencephalograph (EEG equipment) from EPOC company and a mini camera we observed the response time and the emotional status (valence), in order to reveal true consumer preferences in different lighting conditions (color temperature and color rendering index) and their non-traditional color (yellow, purple, red, blue and green) for the selected food type. The paper suggests possibilities for rational combination of the effective, efficient and energy-saving accent lighting, by which the retailer can achieve not only an eye-catching and attractive presentation of merchandised products, but also significant savings within operating their stores.

Ethical Issues in Neuromarketing: "I Consume, Therefore I am!"

Neuromarketing is a recent interdisciplinary field which crosses traditional boundaries between neuroscience, neuroeconomics and marketing research. Since this nascent field is primarily concerned with improving marketing strategies and promoting sales, there has been an increasing public aversion and protest against it. These protests can be exemplified by the reactions observed lately in Baylor School of Medicine and Emory University in the United States. The most recent attempt to stop ongoing neuromarketing research in France is also remarkable. The pertaining ethical issues have been continuously attracting much attention, especially since the number of neuromarketing companies has exceeded 300 world-wide. This paper begins with a brief introduction to the field of neurotechnology by presenting its current capabilities and limitations. Then, it will focus on the ethical issues and debates most related with the recent applications of this technology. The French Parliament's revision of rules on bioethics in 2004 has an exemplary role in our discussion. The proposal by Murphy et al. (2008) has attracted attention to the necessity of ethical codes structuring this field. A code has recently been declared by the Neuromarketing Science and Business Association. In this paper, it is argued that these technologies should be sufficiently discussed in public spheres and its use on humans should be fully carried out according to the ethical principles and legal regulations designed in line with human rights and human dignity. There is an urgent need in the interdisciplinary scientific bodies like ethics committees monitoring the research regarding the scientific and ethical values of nonmaleficence, beneficence, autonomy, confidentiality, right to privacy and protection of vulnerable groups.

Qualitative modeling of the decision-making process using electrooculography

A novel method based on electrooculography (EOG) has been introduced in this work to study the decision-making process. An experiment was designed and implemented wherein subjects were asked to choose between two items from the same category that were presented within a limited time. The EOG and voice signals of the subjects were recorded during the experiment. A calibration task was performed to map the EOG signals to their corresponding gaze positions on the screen by using an artificial neural network. To analyze the data, 16 parameters were extracted from the response time and EOG signals of the subjects. Evaluation and comparison of the parameters, together with subjects' choices, revealed functional information. On the basis of this information, subjects switched their eye gazes between items about three times on average. We also found, according to statistical hypothesis testing-that is, a t test, t(10) = 71.62, SE = 1.25, p < .0001-that the correspondence rate of a subjects' gaze at the moment of selection with the selected item was significant. Ultimately, on the basis of these results, we propose a qualitative choice model for the decision-making task.

[Non-medical applications for brain MRI: Ethical considerations]

INTRODUCTION

The recent neuroimaging techniques offer the possibility to better understand complex cognitive processes that are involved in mental disorders and thus have become cornerstone tools for research in psychiatry. The performances of functional magnetic resonance imaging are not limited to medical research and are used in non-medical fields. These recent applications represent new challenges for bioethics.

OBJECTIVE

In this article we aim at discussing the new ethical issues raised by the applications of the latest neuroimaging technologies to non-medical fields.

METHODS

We included a selection of peer-reviewed English medical articles after a search on NCBI Pubmed database and Google scholar from 2000 to 2013. We screened bibliographical tables for supplementary references. Websites of governmental French institutions implicated in ethical questions were also screened for governmental reports.

RESULTS

Findings of brain areas supporting emotional responses and regulation have been used for marketing research, also called neuromarketing. The discovery of different brain activation patterns in antisocial disorder has led to changes in forensic psychiatry with the use of imaging techniques with unproven validity. Automated classification algorithms and multivariate statistical analyses of brain images have been applied to brain-reading techniques, aiming at predicting unconscious neural processes in humans. We finally report the current position of the French legislation recently revised and discuss the technical limits of such techniques.

DISCUSSION

In the near future, brain imaging could find clinical applications in psychiatry as diagnostic or predictive tools. However, the latest advances in brain imaging are also used in non-scientific fields raising key ethical questions. Involvement of neuroscientists, psychiatrists, physicians but also of citizens in neuroethics discussions is crucial to challenge the risk of unregulated uses of brain imaging.

Like/dislike analysis using EEG: determination of most discriminative channels and frequencies

In this study, we have analyzed electroencephalography (EEG) signals to investigate the following issues, (i) which frequencies and EEG channels could be relatively better indicators of preference (like or dislike decisions) of consumer products, (ii) timing characteristic of "like" decisions during such mental processes. For this purpose, we have obtained multichannel EEG recordings from 15 subjects, during total of 16 epochs of 10 s long, while they were presented with some shoe photographs. When they liked a specific shoe, they pressed on a button and marked the time of this activity and the particular epoch was labeled as a LIKE case. No button press meant that the subject did not like the particular shoe that was displayed and corresponding epoch designated as a DISLIKE case. After preprocessing, power spectral density (PSD) of EEG data was estimated at different frequencies (4, 5, …, 40 Hz) using the Burg method, for each epoch corresponding to one shoe presentation. Each subject's data consisted of normalized PSD values (NPVs) from all LIKE and DISLIKE cases/epochs coming from all 19 EEG channels. In order to determine the most discriminative frequencies and channels, we have utilized logistic regression, where LIKE/DISLIKE status was used as a categorical (binary) response variable and corresponding NPVs were the continuously valued input variables or predictors. We observed that when all the NPVs (total of 37) are used as predictors, the regression problem was becoming ill-posed due to large number of predictors (compared to the number of samples) and high correlation among predictors. To circumvent this issue, we have divided the frequency band into low frequency (LF) 4-19 Hz and high frequency (HF) 20-40 Hz bands and analyzed the influence of the NPV in these bands separately. Then, using the p-values that indicate how significantly estimated predictor weights are different than zero, we have determined the NPVs and channels that are more influential in determining the outcome, i.e., like/dislike decision. In the LF band, 4 and 5 Hz were found to be the most discriminative frequencies (MDFs). In the HF band, none of the frequencies seemed offer significant information. When both male and female data was used, in the LF band, a frontal channel on the left (F7-A1) and a temporal channel on the right (T6-A2) were found to be the most discriminative channels (MDCs). In the HF band, MDCs were central (Cz-A1) and occipital on the left (O1-A1) channels. The results of like timings suggest that male and female behavior for this set of stimulant images were similar.

Electronic evaluation for video commercials by impression index

How to evaluate the effect of commercials is significantly important in neuromarketing. In this paper, we proposed an electronic way to evaluate the influence of video commercials on consumers by impression index. The impression index combines both the memorization and attention index during consumers observing video commercials by tracking the EEG activity. It extracts features from scalp EEG to evaluate the effectiveness of video commercials in terms of time-frequency-space domain. And, the general global field power was used as an impression index for evaluation of video commercial scenes as time series. Results of experiment demonstrate that the proposed approach is able to track variations of the cerebral activity related to cognitive task such as observing video commercials, and help to judge whether the scene in video commercials is impressive or not by EEG signals.