The Implicit Aesthetic Preference for Mobile Marketing Interface Layout-An ERP Study

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.

The relationship between aesthetic preferences of people for ceramic tile design and neural responses: An event-related potential study

Introduction

The aesthetic preferences of people can determine the success of a design and are often closely related to design features. The discovery of designs that match user preferences can provide a reference for designers. Ceramic tiles are widely used in environmental design; however, little attention has been paid to the aesthetic preferences of people for tiles. This study aimed to explore the relationship between aesthetic preferences for tile design and neural responses.

Materials and methods

In this study, two groups of tiles with different preference levels were randomly presented to 16 participants, and their electroencephalograms were recorded. The mean amplitudes of event-related potentials were analyzed by ANOVA.

Results

The results showed that: (1) the aesthetic preferences of people for tiles could modulate brain activity; (2) tiles that people liked triggered higher N100 amplitudes; and (3) tiles that people disliked triggered higher P200 and late positive potential (LPP) amplitudes.

Discussion

These results suggest that N100, P200, and LPP are significantly related to the aesthetic preferences of people for ceramic tiles. The difference in N100 and P200 amplitudes indicates that participants developed aesthetic perceptions of the tiles in the early and middle stages of vision and formed different attention allocations to tiles with varying levels of aesthetic preference; in the middle and late stages of visual processing, the difference in the LPP amplitude indicates that the impression of people for tiles is further deepened in the later stage, forming a top-down emotion-driven evaluation. Exploring the relationship between the aesthetic preferences of people and neural responses is significant in establishing objective aesthetic judgment indicators for tiles and understanding the process of aesthetic cognition. This study provides relevant information for quantitative aesthetic assessments of environmental design, interior design, and marketing involving ceramic tiles.

The Impact of Interface Design Element Features on Task Performance in Older Adults: Evidence from Eye-Tracking and EEG Signals

It is crucial that the interface design of mobile apps be age-appropriate at this stage of global aging, as the new epidemic has resulted in a higher sense of isolation among older persons. In this study, four typical senior social service mobile applications were chosen to give older persons the ability to complete user login duties. The participants were 16 older adults (7 men and 9 women) aged 55 to 76. Both objective and subjective data, including task completion time, gaze length, pupil diameter changes, EEG wave amplitude changes, and subjective sensations of older persons, were gathered using a combination of eye-movement and EEG signal approaches. The program was created to investigate the effects of interface design aspects on older people’s task performance, including interface layout, interface color, information density, icon size and position, etc. The study’s findings revealed that when the user task completion time and average fixation duration were shorter, the line of sight was more equally distributed, the visual focus was closer to the login button, and the average EEG amplitude of the user changed more, the older adults performed better. The palace layout had a more positive effect on job completion among older individuals when it came to interface layout. In terms of interface color, colored (contrasting) colors should serve to highlight the interface’s essential information points while they can be removed. In terms of interface information density, a low-density level interface design can simplify and lower the cognitive load of task execution for older people. The first level of icons in the interface and their position in the visual center of the interface is the best interface design for older persons in terms of icon size and position. The results of this study have theoretical ramifications for a thorough understanding of the factors influencing older people’s task performance, practical ramifications for the design of older people-centered interfaces, and they contribute to our understanding of the characteristics of older people’s interface interaction behavior.

How Do Review Party's Identity Cues Influence Consumers' Online Review Adoption Intention?

Professionalism and popularity are two important external identity cues of the review party. Previous studies have mostly focused on the content of the reviewers' comments. However, few studies have explored the potential impact of the review party's cues on consumers' adoption willingness and consumption behavior. This study mainly examined the neural mechanisms of how the differences in the two identity cues of the review party affect consumers while adopting the comments. The current study employed an event-related potential (ERP) experiment, in which the participants were asked to make a personal choice quickly based on the review party's identity cues after seeing the target product. A 2-level professionalism (low vs. high) x 2-level popularity (low vs. high) experiment design was used to test the impact of the review party's professionalism and popularity on consumers' intentions to adopt the review. The behavioral data reveal that the two identity cues of the review party impact the adoption rate, and the review party's popularity has an impact on the reaction time. The ERP data indicate that the review party's popularity affects the perceived risk (the N2 component, which is a high-risk signal) and the two identity cues of the review party affect the evaluation and classification process [the later positive potential (LPP) component]. These results indicate that when the review party has a high degree of professionalism, its popularity has less influence on consumers' review adoption intention. On the contrary, when the level of professionalism is low, high popularity will promote consumers' review adoption intention. Compared to professionalism, popularity is a higher risk cue for consumers.