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EEG and neuromarketing

Adam Hakim, Dino J Levy
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...
March 2019: Wiley Interdisciplinary Reviews. Cognitive Science
Regina W Y Wang, Yu-Ching Chang, Shang-Wen Chuang
Neuromarketing has become popular and received a lot of attention. The quality of video commercials and the product information they convey to consumers is a hotly debated topic among advertising agencies and product advertisers. This study explored the impact of advertising narrative and the frequency of branding product exposures on the preference for the commercial and the branding product. We performed electroencephalography (EEG) experiments on 30 subjects while they watched video commercials. The behavioral data indicated that commercials with a structured narrative and containing multiple exposures of the branding products had a positive impact on the preference for the commercial and the branding product...
November 7, 2016: Scientific Reports
Lin Hou Chew, Jason Teo, James Mountstephens
Recognition and identification of aesthetic preference is indispensable in industrial design. Humans tend to pursue products with aesthetic values and make buying decisions based on their aesthetic preferences. The existence of neuromarketing is to understand consumer responses toward marketing stimuli by using imaging techniques and recognition of physiological parameters. Numerous studies have been done to understand the relationship between human, art and aesthetics. In this paper, we present a novel preference-based measurement of user aesthetics using electroencephalogram (EEG) signals for virtual 3D shapes with motion...
April 2016: Cognitive Neurodynamics
S C Wriessnegger, D Hackhofer, G R Muller-Putz
More and more applications for BCI technology emerge that are not restricted to communication or control, like gaming, rehabilitation, Neuro-IS research, neuro-economics or security. In this context a so called passive BCI, a system that derives its outputs from arbitrary brain activity for enriching a human-machine interaction with implicit information on the actual user state will be used. Concretely EEG-based BCI technology enables the use of signals related to attention, intentions and mental state, without relying on indirect measures based on overt behavior or other physiological signals which is an important point e...
2015: Conference Proceedings: Annual International Conference of the IEEE Engineering in Medicine and Biology Society
Giovanni Vecchiato, Anton Giulio Maglione, Patrizia Cherubino, Barbara Wasikowska, Agata Wawrzyniak, Anna Latuszynska, Malgorzata Latuszynska, Kesra Nermend, Ilenia Graziani, Maria Rita Leucci, Arianna Trettel, Fabio Babiloni
Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers' reaction to advertisements from a neuroscientific perspective. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews. In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials...
2014: Computational and Mathematical Methods in Medicine
Yuan-Pin Lin, Yi-Hsuan Yang, Tzyy-Ping Jung
Electroencephalography (EEG)-based emotion classification during music listening has gained increasing attention nowadays due to its promise of potential applications such as musical affective brain-computer interface (ABCI), neuromarketing, music therapy, and implicit multimedia tagging and triggering. However, music is an ecologically valid and complex stimulus that conveys certain emotions to listeners through compositions of musical elements. Using solely EEG signals to distinguish emotions remained challenging...
2014: Frontiers in Neuroscience
Wanzeng Kong, Xinxin Zhao, Sanqing Hu, Giovanni Vecchiato, Fabio Babiloni
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...
December 2013: Cognitive Neurodynamics
Giovanni Vecchiato, Wanzeng Kong, Anton Giulio Maglione, Daming Wei
Today, there is a greater interest in the marketing world in using neuroimaging tools to evaluate the efficacy of TV commercials. This field of research is known as neuromarketing. In this article, we illustrate some applications of electrical neuroimaging, a discipline that uses electroencephalography (EEG) and intensive signal processing techniques for the evaluation of marketing stimuli. We also show how the proper usage of these methodologies can provide information related to memorization and attention while people are watching marketing-relevant stimuli...
May 2012: IEEE Pulse
Giovanni Vecchiato, Laura Astolfi, Fabrizio De Vico Fallani, Jlenia Toppi, Fabio Aloise, Francesco Bez, Daming Wei, Wanzeng Kong, Jounging Dai, Febo Cincotti, Donatella Mattia, Fabio Babiloni
Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research. In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies...
2011: Computational Intelligence and Neuroscience
G Vecchiato, F De Vico Fallani, L Astolfi, J Toppi, F Cincotti, D Mattia, S Salinari, F Babiloni
This paper presents some considerations about the use of adequate statistical techniques in the framework of the neuroelectromagnetic brain mapping. With the use of advanced EEG/MEG recording setup involving hundred of sensors, the issue of the protection against the type I errors that could occur during the execution of hundred of univariate statistical tests, has gained interest. In the present experiment, we investigated the EEG signals from a mannequin acting as an experimental subject. Data have been collected while performing a neuromarketing experiment and analyzed with state of the art computational tools adopted in specialized literature...
August 30, 2010: Journal of Neuroscience Methods
Laura Astolfi, F De Vico Fallani, F Cincotti, D Mattia, L Bianchi, M G Marciani, S Salinari, A Colosimo, A Tocci, R Soranzo, F Babiloni
We investigated brain activity during the observation of TV commercials by tracking the cortical activity and the functional connectivity changes in normal subjects. The aim was to elucidate if the TV commercials that were remembered by the subjects several days after their first observation elicited particular brain activity and connectivity compared with those generated during the observation of TV commercials that were quickly forgotten. High-resolution electroencephalogram (EEG) recordings were performed in a group of healthy subjects and the cortical activity during the observation of TV commercials was evaluated in several regions of interest coincident with the Brodmann areas (BAs)...
December 2008: IEEE Transactions on Neural Systems and Rehabilitation Engineering
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