Neural signals of selective attention are modulated by subjective preferences and buying decisions in a virtual shopping task

Combining hierarchical drift-diffusion model and event-related potentials to reveal how do natural sounds nudge green product purchases

Sound is one of the important environmental factors that influence individuals' decision-making. However, it is still unclear whether and how natural sounds nudge green product purchases. This study proposes an extension of the Stimulus-Organism-Response (S-O-R) framework, suggesting that natural sounds increase early attentional congruency associated with green products, thereby promoting individuals' green product purchases. To test our theory, we conducted an experiment employing a hierarchical drift-diffusion model (HDDM) and utilized an event-related potentials (ERP) method. Results showed that natural sounds not only increased the purchase rate for green products but also enhanced drift rate in favor of purchasing green products. Additionally, consumers also exhibited a reduced frontal early P2 wave (150-230 ms) in response to green products under natural sounds, indicating that natural sounds increased the early attentional congruency associated with green products. More importantly, neural correlates of early attentional congruency meditated the nudge effect of natural sounds on purchase rate and drift rate for green products. This study contributes to the neural understanding of how natural sounds influence green product purchases and provides actionable implications for market managers to design the green products sales environments.

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 correlates of fanhood: the role of fan identity and team brand strength

Introduction

We analyzed the importance of fan identity and brand strength on fans' neural reactions to different team-related stimuli.

Methods

A total of 53 fMRI scans with fans of two professional sport teams were conducted. Following up on a previous study we focused on the differences between fandom levels as well as the contrast between two team "brand" strength. Neural responses were compared among individuals based on their levels of fan identity. In sum, group comparisons between relatively high and lower identity and between weak and strong teams were made based on the notion that the latter reflects team brand strength (strong brand and weak brand).

Results

Findings indicate that brain activity in emotion regulation, memory, and cognitive control circuits is influenced by the relative level of fan identity.

Discussion

Higher-level identified fans showed increased reactivity to positive stimuli and the under-recruitment of their cognitive appraisal circuits, suggesting more vulnerability to marketers' messages. The strength of the team brand activates different neural mechanisms. Interestingly, the posterior cingulate showed larger recruitment both for weaker brands and lower fan identification, suggesting that visual memory processes are more active in these cases. Neurally processed content depends on the relative brand's strength, highlighting the importance of brand-focused communications.

Event-related potentials evidence of how location contiguity influences consumer purchase intentions

Geographical information plays an important role in understanding consumers' decisions and behavior. However, few research has investigated the effect of location contiguity on consumers' purchase intention. By applying event-related potentials (ERPs) method, the current study investigated the neural mechanism of location contiguity on consumers' purchase intentions. Behaviorally, compared with the location incongruence condition, participants in the location congruence condition demonstrated a higher purchase rate and a shorter reaction time (RT). Moreover, the location congruence condition elicited a decreased N400 and an increased LPP compared to the location incongruence condition. This study illustrated a positive relationship between location contiguity and consumers' purchase intention. The results of our study will be useful for both researchers and practitioners.

Single-trial visually evoked potentials predict both individual choice and market outcomes

A central assumption in the behavioral sciences is that choice behavior generalizes enough across individuals that measurements from a sampled group can predict the behavior of the population. Following from this assumption, the unit of behavioral sampling or measurement for most neuroimaging studies is the individual; however, cognitive neuroscience is increasingly acknowledging a dissociation between neural activity that predicts individual behavior and that which predicts the average or aggregate behavior of the population suggesting a greater importance of individual differences than is typically acknowledged. For instance, past work has demonstrated that some, but not all, of the neural activity observed during value-based decision-making is able to predict not just individual subjects' choices but also the success of products on large, online marketplaces-even when those two behavioral outcomes deviate from one another-suggesting that some neural component processes of decision-making generalize to aggregate market responses more readily across individuals than others do. While the bulk of such research has highlighted affect-related neural responses (i.e. in the nucleus accumbens) as a better predictor of group-level behavior than frontal cortical activity associated with the integration of more idiosyncratic choice components, more recent evidence has implicated responses in visual cortical regions as strong predictors of group preference. Taken together, these findings suggest a role of neural responses during early perception in reinforcing choice consistency across individuals and raise fundamental scientific questions about the role sensory systems in value-based decision-making processes. We use a multivariate pattern analysis approach to show that single-trial visually evoked electroencephalographic (EEG) activity can predict individual choice throughout the post-stimulus epoch; however, a nominally sparser set of activity predicts the aggregate behavior of the population. These findings support an account in which a subset of the neural activity underlying individual choice processes can scale to predict behavioral consistency across people, even when the choice behavior of the sample does not match the aggregate behavior of the population.

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.

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.

The implicit preference evaluation for the ceramic tiles with different visual features: Evidence from an event-related potential study

Background

Ceramic tiles are popular because of their various forms, and they are often used to decorate the environment. However, few studies have applied objective methods to explore the implicit preference and visual attention of people toward ceramic tile features. Using event-related potential technology can provide neurophysiological evidence for the study and applications of tiles.

Materials and methods

This study explored the influence of pattern, lightness, and color system factors of ceramic tiles on the preferences of people using a combination of subjective questionnaires and event-related potential (ERP) technology. Twelve different conditions of tiles (2 × 3 × 2) were used as stimuli. EEG data were collected from 20 participants while they watched the stimuli. Subjective preference scores and average ERPs were analyzed using analysis of variance and correlation analysis.

Results

(1) Pattern, lightness, and color system factors significantly affected the subjective preference scores for tiles; the unpatterned tiles, light-toned tiles, and warm-colored tiles received higher preference scores. (2) The preferences of people for different features of tiles moderated ERP amplitudes. (3) The light-toned tiles with a high preference score caused a greater N100 amplitude than the medium-toned and dark-toned tiles; and the patterned tiles and warm-colored tiles with low preference scores induced greater P200 and N200 amplitudes.

Discussion

In the early stage of visual processing, light-toned tiles attracted more attention, possibly because of the positive emotional effects related to the preference. The greater P200 and N200 elicited by the patterned and neutral-colored tiles in the middle stage of visual processing indicates that patterned and neutral-colored tiles attracted more attention. This may be due to negativity bias, where more attention is allocated to negative stimuli that people strongly dislike. From the perspective of cognitive processes, the results indicate that the lightness of ceramic tiles is the factor that people first detect, and the visual processing of pattern and color system factors of ceramic tiles belong to a higher level of visual processing. This study provides a new perspective and relevant information for assessing the visual characteristics of tiles for environmental designers and marketers involved in the ceramic tiles industry.

Bid outcome processing in Vickrey auctions: An ERP study

Online retailers often sell products using a socially competitive second-price sealed-bid auction known as a Vickrey auction (VA), an incentivized demand-revealing mechanism used to elicit players' subjective values. The VA presents a situation of risky decision-making, which typically implements value processing and a loss aversion mechanism. Neural outcome processing of VA bids are not known; this study explores this for the first time using EEG. Twenty-eight healthy participants bid on household items against an anonymous, computerized opponent. Bid outcome event-related potentials were predicted to differentiate between three conditions: outbid (no-win), large margin win (bargain), and small margin win (snatch). Individual loss aversion values were evaluated in a separate behavioral experiment offering gains or losses of variable amounts but equal chances against an assured gain. Processing outcomes of VA bids were associated with a feedback-related negativity (FRN) potential with a spatial maximum at the vertex (251-271 ms), where bargain win trials resulted in greater FRN amplitudes than snatch win trials. Additionally, a P300 potential was sensitive to win versus no-win outcomes and to retail price. Individual loss aversion level did not correlate with the strength of FRN or P300. Results show that outcome processing in a VA is associated with FRN that differentiates between relatively advantageous and less advantageous gains, and a P300 that distinguishes between the more and less expensive auction items. Our findings pave the way to an objective exploration of economic decision-making and purchasing behavior involving a widely popular auction.

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.

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.

Mate preference and brain oscillations: Initial romantic attraction is associated with decreases in alpha- and lower beta-band power

Initial romantic attraction (IRA) refers to a series of positive reactions (such as feelings of exhilaration and compulsive thinking) toward desirable potential partners, usually at initial or early‐stage encounters when no close relationship has yet been established. After decades of effort, the evolutionary value and key characteristics of IRA are well understood. However, the brain mechanisms associated with IRA are unclear. To address this question, we simulated a mate selection platform similar to that of Tinder. When participants assessed their romantic interest in potential partners on the platform, their electroencephalogram (EEG) signals were recorded in real time. The behavioral data demonstrated that IRA to ideal potential partners mainly reflects the dimensions of arousal and domination. The main study finding was that processing of the individual preference faces that resulted in IRA was associated with a decrease in power in the alpha and lower beta bands over the posterior and anterior sensor clusters; this occurred between 870 and 2,000 ms post‐stimulus. Key findings regarding event‐related potentials (ERPs) sensitive to individual stimuli preferences were replicated. The results support the hypothesis that brain oscillations in the alpha and lower beta range may reflect modulation in cortical activity associated with individual mate preferences.

The effect of reviewer's review volumes on online consumer reviews' perceived usefulness: An event-related potential study

What is the most useful online consumer review? Consumers face the challenge of identifying useful online consumer reviews, some of which might have been manipulated by retailers. Reviewer's review volumes is the past behavior of a reviewer which is one of the most important cues of the reviewer expertise. While reviewer cues are receiving increasing attention, the effect of reviewer's review volumes on the perceived usefulness of online consumer review remains under-explored. This research explored the underlying neural mechanism of reviewer's review volumes on the perceived usefulness of online consumer reviews by applying the event-related potentials (ERPs) approach. Behaviorally, a higher perceived usefulness rate and reduced reaction time were observed for the high-review-volume condition compared to the low-review-volume condition, indicating that the high-review-volume condition was more desirable to the participants. At the neural level, the high-review-volume condition elicited an attenuated N2 and an increased LPP compared with the low-review volume condition, suggesting a more positive evaluation of the high-review volume condition. These results showed the positive impact of the reviewer's review volumes on the perceived usefulness of online consumer reviews and its potential neural substrates.

An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task

There is a connection between the frontal negative slow wave (FNSW) and the arousal inhibition in the hedonic purchase context. To calculate the FNSW (400–800 ms), event-related potentials (ERPs) method was applied to depict the neural substrates on prudent and impulsive consumers’ behaviors within various states of promotion. Promotion types include the pure price promotion and the mixed promotion (a mixture of a charitable donation and a discount). Behaviorally, consumers response more quickly in the pure price promotion condition and they express a preference for the mixed promotion. More importantly, a larger FNSW emerged in the impulsive consumers than the prudent, suggesting that the former might tend to control their eagerness to consume hedonic items. Compared with the price promotion as the worse option, the mixed promotion as the better option caused more perceptual conflict, leading to an increase in N2 amplitude. It suggests that consumers incline to reject the worse offers. These results also reveal that people primarily have to search negative promotion information by their insight and subsequently impulsive consumers inhibit the responses to the promotion information. The method of ERPs and FNSW should be helpful for marketing researchers and professionals on hedonic consumption and sales promotion.

How Do Reference Points Influence the Representation of the N200 for Consumer Preference?

Recent studies have suggested that event-related brain potential (ERP) can represent consumer preference, and there is consensus that the N200 is the best indicator of consumer preference. Measurement of reference-dependent consumer preference, in turn, requires a reference point, but it remains largely unknown how reference points modulate the preference-related N200. We designed an experiment to investigate how reference points affect the N200 based on classical paradigms. In the single-reference condition, one product was displayed in each trial; in the conjoined-reference condition, a pair of products was displayed simultaneously. Our results showed that in the single-reference condition, low-preference products elicited more negative N200 than high-preference products, replicating previous results, but the N200 could not distinguish between low‐ and high-preference products when viewing two options of similar subjective value in the conjoined-reference condition. These findings suggest that reference points modulate the representation of the N200 on consumer preference. When only viewing one product, participants make a value judgment based on their expectations. However, when viewing two products simultaneously, both their expectation and the alternative product can serve as reference points, and whether the N200 can represent consumer preference depends on which reference point is dominant. In future research, reference points must be controlled when the N200 is used to explore value-related decision-making.

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.

Electroencephalographic Theta-Band Oscillatory Dynamics Represent Attentional Bias to Subjective Preferences in Value-Based Decisions

Background

Previous studies have shown that people always pay more attention to highly preferred items of choice, which is well defined by behavioral measurements and eye-tracking. However, less is known about the neural dynamics underlying the role that visual attention plays in value-based decisions, especially in those characterized by the “relative value” (ie, value difference) between two items displayed simultaneously in a binary choice.

Purpose

This study examined the neural temporal and neural oscillatory features underlying selective attention to subjective preferences in value-based decision making.

Methods

In this study, we recorded electroencephalography (EEG) measurements while participants performed a binary choice task in which they were instructed to respond to their preferred snack in high value difference (HVD) or low value difference (LVD) conditions.

Results

Behaviorally, participants showed faster responses and lower error rates in the HVD condition than in the LVD condition. In parallel, participants exerted a reduced prefrontal N2 component and attenuated frontal theta-band synchronization in the HVD condition as opposed to the LVD condition. Crucially, participants showed greater N2pc component and theta-band synchronization over the human posterior cortex in the HVD condition than in the LVD condition. Moreover, there was a direct correlation between frontal and posterior theta-band synchronization.

Conclusion

The results show that theta-band oscillatory dynamics may represent attentional bias to subjective preferences, and this effect can be modulated by the level attentional bias to subjective preferences, and this effect can be modulated by the level of value difference. Our research provides insights into a new avenue via which the processing of selective attention and value representation in the value-based decisions can be implicated in an integrative neural oscillatory mechanism.

The Relationship Between Socioeconomic Status and Scalp Event-Related Potentials: A Systematic Review

Several decades of behavioral research have established that variations in socioeconomic status (SES) are related to differences in cognitive performance. Neuroimaging and psychophysiological techniques have recently emerged as a method of choice to better understand the neurobiological processes underlying this phenomenon. Here we present a systematic review of a particular sub-domain of this field. Specifically, we used the PICOS approach to review studies investigating potential relationships between SES and scalp event-related brain potentials (ERP). This review found evidence that SES is related to amplitude variations in a diverse range of ERPs: P1, N1, N2, Error-Related Negativities (ERN), N400, auditory evoked potentials, negative difference waves (Nd), P3 and slow waves (SW). These ERPs include early, mid-latency and late potentials that reflect a broad range of cognitive processes (e.g., automatic attentional processes, overt attention, language, executive function, etc.). In this review, all SES effects on ERPs appeared to reflect an impairment or a less efficient form of task-related neural activity for low-SES compared to high-SES individuals. Overall, these results confirm that a wide variety of distinct neural processes with different functional meanings are sensitive to SES differences. The findings of this review also suggest that the relationship between SES and some ERP components may depend on the developmental stage of study participants. Results are further discussed in terms of the current limitations of this field and future avenues of research.

The Effect of Reviewers' Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation

Personal review record, as a form of personally identifiable information, refers to the past review information of a reviewer. The disclosure of reviewers' personal information on electronic commerce websites has been found to substantially impact consumers' perception regarding the credibility of online reviews. However, personal review record has received little attention in prior research. The current study investigated whether the disclosure of personal review record influenced consumers' information processing and decision making by adopting event-related potentials (ERPs) measures, as ERPs allow for a nuanced examination of the neural mechanisms that underlie cognitive processes. At the behavioral level, we found that the purchase rate was higher and that the reaction time was shorter when the review record was disclosed (vs. when it was not), indicating that the disclosed condition was more favorable to the participants. Moreover, ERPs data showed that the disclosed condition induced an attenuated N400 component and an increased LPP component relative to the undisclosed condition, suggesting that the former condition gave rise to less cognitive and emotional conflict and to more positive evaluations. Thus, by elucidating potential cognitive and neural underpinnings, this study demonstrates the positive impact of reviewers' disclosure of personal review record on consumers' purchase decisions.

Love at First Glance but Not After Deep Consideration: The Impact of Sexually Appealing Advertising on Product Preferences

In advertising studies, the impact of sexually appealing advertisements (hereafter “ads”) on consumers’ product preferences is highly controversial. This paper explores (1) how such ads affect consumers’ product preferences at the gazing stage (initial stage of exposure to the ad) and evaluation stage (final product preference), and (2) which type of product (utilitarian vs. hedonic) is more suited to such ads. We used an electroencephalogram to record participants’ product preferences at the gazing stage and self-reported product preferences at the evaluation stage. The results indicated that participants preferred ads with high sex appeal at the gazing stage and ads with low sex appeal at the evaluation stage. Further, compared to utilitarian products, hedonic products were more suited to sexually appealing ads. The findings suggest that the effect of such ads on consumers’ product preferences varies depending on their cognitive stage and the type of product advertised.

An event-related potential study of consumers' responses to food bundles

We conducted two event-related potentials (ERP) experiments to investigate consumers' responses to different types of food bundles. In Experiment 1, the participants were instructed to indicate their wanting of a three-yogurt bundle when their neural activity was recorded. The results of self-report wanting scores revealed that the participants wanted bundles consisting of their favorite yogurt products more than those of disliked products. Such a difference in self-report scores was also indexed by the N2 in frontal brain and the P1 in the left hemisphere. By contrast, bundles consisting of three different yogurt products elicited a smaller amplitude of the N2 than bundles consisting of two favorite products and one disliked product, but these two types of bundles received comparable wanting scores. Moreover, we asked the participants in Experiment 2 to perform a visual discrimination task on these bundles, and did not found these effects on the N2 or the P1. Collectively, these results revealed neural activities underlying consumers' responses to food rewards, and demonstrated the role of individuals' variety-seeking tendency in wanting process.

Deep Learning for EEG-Based Preference Classification in Neuromarketing

The traditional marketing methodologies (e.g., television commercials and newspaper advertisements) may be unsuccessful at selling products because they do not robustly stimulate the consumers to purchase a particular product. Such conventional marketing methods attempt to determine the attitude of the consumers toward a product, which may not represent the real behavior at the point of purchase. It is likely that the marketers misunderstand the consumer behavior because the predicted attitude does not always reflect the real purchasing behaviors of the consumers. This research study was aimed at bridging the gap between traditional market research, which relies on explicit consumer responses, and neuromarketing research, which reflects the implicit consumer responses. The EEG-based preference recognition in neuromarketing was extensively reviewed. Another gap in neuromarketing research is the lack of extensive data-mining approaches for the prediction and classification of the consumer preferences. Therefore, in this work, a deep-learning approach is adopted to detect the consumer preferences by using EEG signals from the DEAP dataset by considering the power spectral density and valence features. The results demonstrated that, although the proposed deep-learning exhibits a higher accuracy, recall, and precision compared with the k-nearest neighbor and support vector machine algorithms, random forest reaches similar results to deep learning on the same dataset.

How do Asians perceive Caucasian eyes? Electrophysiological correlates of perceiving racial differences from the eyes region of the face

Past research has found that several brain event-related potentials (ERPs) were sensitive to the perception of ethnic differences displayed on human faces. This body of research suggests that the phenomenon of "race perception" involves a cascade of cognitive processes that includes both automatic and overt attentional mechanisms. However, most of these studies used stimuli depicting whole faces rather than stimuli depicting separate facial features. Therefore, it is still largely unknown if ERP responses to racial differences are the result of a holistic processing of the whole face, or whether they can be accounted for by the perception of single facial features. To address this issue, we examined whether a single facial feature, the eyes region, can provide sufficient information to trigger known ERP correlates of race perception such as the P2, the N400 and the Late Positive Complex (LPC). Specifically, we showed pictures depicting only the eyes region of Caucasian and Asian faces to a sample of Asian participants. We found that the P2 was larger for other-race (OR) compared to same-race (SR) eyes, and that the N400 was larger for SR compared to OR eyes. The effects on the P2 may suggest an enhanced vigilance response to OR eyes whereas the N400 effect could reflect a signal of familiarity triggered by SR eyes. These results indicate that a specific facial feature, the eyes region, can account for known effects of race perception on early brain potentials. Our findings also indicate that well-known early neural correlates of race perception can be triggered in the absence of a holistic processing of the whole face.

Don't trick me: An event-related potentials investigation of how price deception decreases consumer purchase intention

As a kind of information deception, price deception is adopted by some online sellers as an approach to mislead the consumers into buying their products. However, when consumers have sufficient knowledge about the price information, the effect of price deception on their purchase decision making remains elusive. Therefore, behavioural and event-related potentials measures were combined to investigate this issue. Behaviourally, a higher purchase rate and reduced reaction time were observed in the truthful condition relative to the deceptive condition, suggesting that the truthful condition was more favourable to the participants. At the neural level, the truthful condition triggered an attenuated N2 and an increased LPP compared with the deceptive condition, indicating less cognitive and decisional conflict and more positive evaluation of the truthful condition. Taken together, these results revealed the negative impact of price deception on purchase decision making and its potential neural substrates.

Can Brain Waves Really Tell If a Product Will Be Purchased? Inferring Consumer Preferences From Single-Item Brain Potentials

Recent research has shown that event-related brain potentials (ERPs) recorded while participants view lists of different consumer goods can be modulated by their preferences toward these products. However, it remains largely unknown whether ERP activity specific to a single consumer item can be informative about whether or not this item will be preferred in a shopping context. In this study, we examined whether single-item ERPs could reliably predict consumer preferences toward specific consumer goods. We recorded scalp EEG from 40 participants while they were viewing pictures of consumer goods and we subsequently asked them to indicate their preferences for each of these items. Replicating previous results, we found that ERP activity averaged over the six most preferred products was significantly differentiated from ERP activity averaged across the six least preferred products for three ERP components: The N200, the late positive potential (LPP) and positive slow waves (PSW). We also found that using single-item ERPs to infer behavioral preferences about specific consumer goods led to an overall predictive accuracy of 71%, although this figure varied according to which ERPs were targeted. Later positivities such as the LPP and PSW yielded relatively higher predictive accuracy rates than the frontal N200. Our results suggest that ERPs related to single consumer items can be relatively accurate predictors of behavioral preferences depending on which type of ERP effects are chosen by the researcher, and ultimately on the level of prediction errors that users choose to tolerate.

Tracking Economic Value of Products in Natural Settings: A Wireless EEG Study

Economic decision making refers to the process of individuals translating their preference into subjective value (SV). Little is known about the dynamics of the neural processes that underpin this form of value-based decision making and no studies have investigated these processes outside of controlled laboratory settings. The current study investigated the spatio-temporal dynamics that accompany economic valuation of products using mobile electroencephalography (EEG) and eye tracking techniques. Participants viewed and rated images of household products in a gallery setting while EEG and eye tracking data were collected wirelessly. A Becker-DeGroot-Marschak (BDM) auction task was subsequently used to quantify the individual's willingness to pay (WTP) for each product. WTP was used to classify products into low, low medium, high medium and high economic value conditions. Eye movement related potentials (EMRP) were examined, and independent component analysis (ICA) was used to separate sources of activity from grand averaged EEG data. Four independent components (ICs) of EMRPs were modulated by WTP (i.e., SV) in the latency range of 150-250 ms. Of the four value-sensitive ICs, one IC displayed enhanced amplitude for all value conditions excluding low value, and another IC presented enhanced amplitude for low value products only. The remaining two value-sensitive ICs resolved inter-mediate levels of SV. Our study quantified, for the first time, the neural processes involved in economic value based decisions in a natural setting. Results suggest that multiple spatio-temporal brain activation patterns mediate the attention and aversion of products which could reflect an early valuation system. The EMRP parietal P200 component could reflect an attention allocation mechanism that separates the lowest-value products (IC7) from products of all other value (IC4), suggesting that low-value items are categorized early on as being aversive. While none of the ICs showed linear amplitude changes that parallel SV's of products, results suggest that a combination of multiple components may sub-serve a fine-grained resolution of the SV of products.

A gateway to consumers' minds: Achievements, caveats, and prospects of electroencephalography-based prediction in neuromarketing

In the last decade, the field of consumer neuroscience, or neuromarketing, has been flourishing, with numerous publications, academic programs, initiatives, and companies. The demand for objective neural measures to quantify consumers' preferences and predict responses to marketing campaigns is ever on the rise, particularly due to the limitations of traditional marketing techniques, such as questionnaires, focus groups, and interviews. However, research has yet to converge on a unified methodology or conclusive results that can be applied in the industry. In this review, we present the potential of electroencephalography (EEG)-based preference prediction. We summarize previous EEG research and propose features which have shown promise in capturing the consumers' evaluation process, including components acquired from an event-related potential design, inter-subject correlations, hemispheric asymmetry, and various spectral band powers. Next, we review the latest findings on attempts to predict preferences based on various features of the EEG signal. Finally, we conclude with several recommended guidelines for prediction. Chiefly, we stress the need to demonstrate that neural measures contribute to preference prediction beyond what traditional measures already provide. Second, prediction studies in neuromarketing should adopt the standard practices and methodology used in data science and prediction modeling that is common in other fields such as computer science and engineering. This article is categorized under: Economics > Interactive Decision-Making Economics > Individual Decision-Making Psychology > Prediction Neuroscience > Cognition.

Neuronal Correlates of Product Feature Attractiveness

Decision-making is the process of selecting a logical choice from among the available options and happens as a complex process in the human brain. It is based on information processing and cost-analysis; it involves psychological factors, specifically, emotions. In addition to cost factors personal preferences have significant influence on decision making. For marketing purposes, it is interesting to know how these emotions are related to product acquisition decision and how to improve these products according to the user's preferences. For our proof-of-concept study, we use magneto- and electro-encephalography (MEG, EEG) to evaluate the very early reactions in the brain related to the emotions. Recordings from these methods are comprehensive sources of information to investigate neural processes of the human brain with good spatial- and excellent temporal resolution. Those characteristics make these methods suitable to examine the neurologic process that gives origin to human behavior and specifically, decision making. Literature describes some neuronal correlates for individual preferences, like asymmetrical distribution of frequency specific activity in frontal and prefrontal areas, which are associated with emotional processing. Such correlates could be used to objectively evaluate the pleasantness of product appearance and branding (i.e., logo), thus avoiding subjective bias. This study evaluates the effects of different product features on brain activity and whether these methods could potentially be used for marketing and product design. We analyzed the influence of color and fit of sports shirts, as well as a brand logo on the brain activity, specifically in frontal asymmetric activation. Measurements were performed using MEG and EEG with 10 healthy subjects. Images of t-shirts with different characteristics were presented on a screen. We recorded the subjective evaluation by asking for a positive, negative or neutral rating. The results showed significantly different responses between positively and negatively rated shirts. While the influence of the presence of a logo was present in behavioral data, but not in the neurocognitive data, the influence of shirt fit and color could be reconstructed in both data sets. This method may enable evaluation of subjective product preference.

The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles

Studies have revealed that consumers are susceptible to price framing effect, a common cognitive bias, due to their limited capacity in processing information. The effect of price framing in a bundling context and its neural correlates, however, remain not clearly characterized. The present study applied the event-related potentials (ERPs) approach to investigate the role of price framing in information processing and purchase decision making in a bundling context. Three price frames were created with practically identical total prices (with a maximum difference of ¥0.1, which was about equal to 0.016 US dollars) for a bundle with two components, a focal product and a tie-in product. In normal price condition (NP), both the focal and tie-in products were offered at a normal discounted price; in zero price condition (ZP), the tie-in product was offered free while the total price of the bundle remained the same as NP; whereas in low price condition (LP), the tie-in product was offered at a low token price (¥0.1), and the focal product shared the same price as the focal product of ZP. The behavioral results showed a higher purchase rate and a shorter reaction time for ZP in contrast to NP. Neurophysiologically, enlarged LPP amplitude was elicited by ZP relative to NP, suggesting that ZP triggered a stronger positive affect that could motivate decision to buy. Thus, this study provides both behavioral and neural evidence for how different price framing information is processed and ultimately gives rise to price framing effect in purchase decision making.