Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing

Autor: Li Zeng, Mengsi Lin, Keyang Xiao, Jigan Wang, Hui Zhou
Jazyk: angličtina
Rok vydání: 2022
Předmět:
Zdroj: Frontiers in Human Neuroscience, Vol 15 (2022)
Druh dokumentu: article
ISSN: 1662-5161
DOI: 10.3389/fnhum.2021.793952
Popis: Neuromarketing is an emerging research field for prospective businesses on consumer’s preference. Consumer’s preference prediction based on electroencephalography (EEG) can reliably predict likes or dislikes of a product. However, the current EEG prediction and classification accuracy have yet to reach ideal level. In addition, it is still unclear how different brain region information and different features such as power spectral density, brain asymmetry, differential entropy, and Hjorth parameters affect the prediction accuracy. Our study shows that by taking footwear products as an example, the recognition accuracy of product likes or dislikes reaches 94.22%. Compared with other brain regions, the features of the frontal and occipital brain region obtained a higher prediction accuracy, but the fusion of the features of the whole brain region could improve the prediction accuracy of likes or dislikes even further. Future work would be done to correlate the EEG-based like or dislike prediction results with product sales and self-reports.
Databáze: Directory of Open Access Journals