EEG-Based classification of branded and unbranded stimuli associating with smartphone products: comparison of several machine learning algorithms

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.

EEG-Based Preference Classification for Neuromarketing Application

Neuromarketing is a modern marketing research technique whereby consumers’ behavior is analyzed using neuroscientific approaches. In this work, an EEG database of consumers’ responses to image advertisements was created, processed, and studied with the goal of building predictive models that can classify the consumers’ preference based on their EEG data. Several types of analysis were performed using three classifier algorithms, namely, SVM, KNN, and NN pattern recognition. The maximum accuracy and sensitivity values are reported to be 75.7% and 95.8%, respectively, for the female subjects and the KNN classifier. In addition, the frontal region electrodes yielded the best selective channel performance. Finally, conforming to the obtained results, the KNN classifier is deemed best for preference classification problems. The newly created dataset and the results derived from it will help research communities conduct further studies in neuromarketing.

Brand design in the era of 5g new media and its impact on consumers' emotional experience

Brand design is an important part for enterprises to improve brand awareness and attract consumers. If a company wants to develop for a long time, it must have a good brand image. Good brand design can make a deep impression on consumers, thereby promoting purchase intention. With the advancement of technology and the development of the times, traditional brand design can no longer meet the needs of consumers, and the design of brand experience has gradually become a trend. Incorporating emotional experience into brand design can influence consumers' brand decisions, and can also make consumers resonate with the brand, which in turn generates purchase behavior. New media is a media state produced within the framework of new technologies and technological development systems. In the context of the 5g new media era, this paper studies and analyzes brand design and its impact on consumers' emotional experience, aiming to change the traditional brand design method and provide new ideas for brand design. In addition, combined with new media technology and mathematical relational model, the brand design method based on consumer emotion is discussed. The results show that the brand design method proposed in this paper can increase the emotional experience of consumers and improve the brand praise by 7.3%.

A Novel Stress State Assessment Method for College Students Based on EEG

Stress is an unavoidable problem for today's college students. Stress can arouse strong personal emotional and behavioral responses. Compared with other groups of the same age, college students have a special way of life and living environment. They have complex interpersonal relationships and relatively weak social support systems. At the same time, they also face fierce competition in both academic and employment. However, they lack the skills to deal with the crisis and are reluctant to ask others for help, which leads to a simultaneous increase in mental stress. The pressure on college students mainly comes from study, family, social, employment, society, and economy. When students face multiple pressures from family, school, society, etc., some students are prone to some psychological problems due to their own personality or external environment and other reasons. Therefore, regular assessment of students' stress status is an important means to prevent college students' psychological problems. Considering that in real life, the number of students whose pressure is within the tolerable range is the majority, while the number of students who are under too much pressure is a minority. Therefore, the actual dataset to be identified belongs to a kind of imbalanced data. In this study, an improved extreme learning machine (IELM) is used to improve the performance of the recognition model as much as possible. IELM takes the idea of label weighting as the starting point, introduces the AdaBoost algorithm, and combines its weight distribution with the label weighted extreme learning machine (ELM). During the weight update process, the advantage of the imbalanced nature of multi-label datasets is taken. IELM was used to classify EEG data to determine the stress level of college students. The experimental results demonstrate that the algorithm used in this study has excellent classification performance and can accurately assess students' stress levels. The accurate assessment of stress has provided a solid foundation for the development of students' mental health and has significant practical implications.