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Technological advancements and opportunities in Neuromarketing: a systematic review

Ferdousi Sabera Rawnaque, Khandoker Mahmudur Rahman, Syed Ferhat Anwar, Ravi Vaidyanathan, Tom Chau, Farhana Sarker, Khondaker Abdullah Al Mamun
2020 Brain Informatics  
Neuromarketing has become an academic and commercial area of interest, as the advancements in neural recording techniques and interpreting algorithms have made it an effective tool for recognizing the  ...  The use of electroencephalogram (EEG) is found favorable by many researchers over functional magnetic resonance imaging (fMRI) in video advertisement-based Neuromarketing experiments, apparently due to  ...  Acknowledgements Not applicable.  ... 
doi:10.1186/s40708-020-00109-x pmid:32955675 pmcid:PMC7505913 fatcat:a2ofnavca5crpnshdwz6fn56ba

Neuromarketing Solutions based on EEG Signal Analysis using Machine Learning

Asad Ullah, Gulsher Baloch, Ahmed Ali, Abdul Baseer Buriro, Junaid Ahmed, Bilal Ahmed, Saba Akhtar
2022 International Journal of Advanced Computer Science and Applications  
Volunteers of various ages were exposed to a variety of consumer products, and their EEG signals and product preferences were recorded.  ...  "Neuromarketing" refers to the use of unconscious mechanisms to determine customer preferences for decision-making and behavior prediction.  ...  The author claimed that it has boosted the effectiveness of modern recommender systems and force traditional ecommerce applications to adapt [8] .  ... 
doi:10.14569/ijacsa.2022.0130137 fatcat:kqrqiinkobda7mvgydbesyfgoi

Unlocking the Subconscious Consumer Bias: A Survey on the Past, Present, and Future of Hybrid EEG Schemes in Neuromarketing

Fotis P. Kalaganis, Kostas Georgiadis, Vangelis P. Oikonomou, Nikos A. Laskaris, Spiros Nikolopoulos, Ioannis Kompatsiaris
2021 Frontiers in Neuroergonomics  
The exploitation of hybrid EEG schemes (e.g., combining EEG with eye-tracking, electrodermal activity, heart rate, and/or other) is ever growing and will hopefully allow neuromarketing to uncover consumers  ...  and briefly discuss the omni-present ethical scepticizm related to neuromarketing.  ...  In the context of neuromarketing, the analysis of EEG recordings typically involves, but is not limited to, (i) spectral analysis; where the frequency characteristics of the multivariate signal are studied  ... 
doi:10.3389/fnrgo.2021.672982 fatcat:pbjpto354bblrcood2knpqkeqq

Recognition of Consumer Preference by Analysis and Classification EEG Signals

Mashael Aldayel, Mourad Ykhlef, Abeer Al-Nafjan
2021 Frontiers in Human Neuroscience  
Neuromarketing has gained attention to bridge the gap between conventional marketing studies and electroencephalography (EEG)-based brain-computer interface (BCI) research.  ...  In this study, We examined preference detection of neuromarketing dataset using different feature combinations of EEG indices and different algorithms for feature extraction and classification.  ...  ACKNOWLEDGMENTS The authors would like to thank the deanship of scientific research for funding and supporting this research through the initiative of DSR Graduate Students Research Support (GSR) at King  ... 
doi:10.3389/fnhum.2020.604639 pmid:33519402 pmcid:PMC7838383 fatcat:wfyyr52hozdrtemkfmoidyc7aq

Detection of Consumer Preferences Using EEG Signals

Burak CEYLAN, Serkan TÜZÜN, Aydın AKAN
2020 International Journal of Applied Mathematics Electronics and Computers  
Article history: In this study, a liking estimation system based on electroencephalogram (EEG) signals is developed for neuromarketing applications.  ...  The signals corresponding to these different video regions from the EEG recordings were segmented and analyzed by the Empirical Mode Decomposition (EMD) and Ensemble Empirical Mode Decomposition (EEMD)  ...  Preferences Using EEG Signals".  ... 
doi:10.18100/ijamec.802214 fatcat:xfasmribzrg5tep4wcycs7ar6a

Decision-Making Analysis using Arduino-Based Electroencephalography (EEG): An Exploratory Study for Marketing Strategy

Ahmad Faiz Yazid, Siti Munirah, Abdul Razzak, Shafinah Kamarudin, Nurhidaya Mohamad
2020 International Journal of Advanced Computer Science and Applications  
A 2-channel Arduinobased EEG device from Backyard Brains and Spike Recorder software was used to analyze the EEG signal through Fast Fourier Transform (FFT) method.  ...  This research uncovers the neuroscientific approach, particularly through the use of an EEG device; examining consumers' responses in terms of brain wave signals and cognition.  ...  ACKNOWLEDGMENT The authors would like to acknowledge the contributions of the anonymous reviewers whose valuable comments and insightful suggestions led to the improvement of the preliminary version of  ... 
doi:10.14569/ijacsa.2020.0110927 fatcat:dix57ti2vrc7tk5ovae75iqbee

Deep Learning for EEG-Based Preference Classification in Neuromarketing

Mashael ALdayel, Mourad Ykhlef, Abeer Al-Nafjan
2020 Applied Sciences  
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  ...  Another gap in neuromarketing research is the lack of extensive data-mining approaches for the prediction and classification of the consumer preferences.  ...  Acknowledgments: The authors would like to thank the deanship of scientific research for funding and supporting this research through the initiative of DSR Graduate Students Research Support (GSR) at King  ... 
doi:10.3390/app10041525 fatcat:qciu4lro5fa3vjpdchealg5wd4

The Relationship between the Applicability of Neuromarketing and Competitiveness: An Applied Study on Real-Estate Marketing Companies in Egypt

Hebatalla Mohsen, Eman Mahfouz Mostafa
2020 Open Journal of Business and Management  
technical factors, that contributes to the application of neuromarketing and competitiveness in real estate marketing sector.  ...  requirements and factors associated with the marketing activity related to the application of neuromarketing and competitiveness in real estate marketing companies, and to identify the relationship between  ...  Conflicts of Interest The authors declare no conflicts of interest regarding the publication of this paper.  ... 
doi:10.4236/ojbm.2020.85123 fatcat:7nprasoihvhwhdzlswanuneo4u

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

Li Zeng, Mengsi Lin, Keyang Xiao, Jigan Wang, Hui Zhou
2022 Frontiers in Human Neuroscience  
However, the current EEG prediction and classification accuracy have yet to reach ideal level.  ...  Future work would be done to correlate the EEG-based like or dislike prediction results with product sales and self-reports.  ...  LZ, ML, and HZ wrote part of the manuscript. All authors contributed to the article and approved the submitted version.  ... 
doi:10.3389/fnhum.2021.793952 pmid:35069157 pmcid:PMC8770276 fatcat:bx52dk2jkzbvbn73qjzym4ymui

Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics

Lucília Cardoso, Meng-Mei Chen, Arthur Araújo, Giovana Goretti Feijó de Almeida, Francisco Dias, Luiz Moutinho
2022 Behavioral Sciences  
In terms of originality, this study is the first to apply SciVal topic prominence to a bibliometric analysis of neuromarketing, and provides a new bibliometric indicator for neuromarketing research.  ...  The findings provide a better understanding of the state-of-the-art in neuromarketing studies, research gaps, and emerging research topics, and additionally provide a new methodological contribution by  ...  Fujita and Touyama (2017) Methodology improvement Audio EEG, eye tracking (EOG signals) multimedia content evaluation based on collaborative P300 signals in order to improve accuracy Libert and Van Hulle  ... 
doi:10.3390/bs12020055 pmid:35200306 pmcid:PMC8868783 fatcat:ygfx4slwlbakzj6n5ylvudzlsy

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

Ahmed H. Alsharif, Nor Zafir Md Salleh, Rohaizat Baharun, Alharthi Rami Hashem E, Aida Azlina Mansor, Javed Ali, Alhamzah F. Abbas
2021 Sustainability  
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  ...  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  ...  Conflicts of Interest: The authors of this manuscript declare that they have no conflict of interest concerning its drafting, publication, or application.  ... 
doi:10.3390/su13116488 fatcat:tzchduquybf5rotao2tercxizm

NEURO MARKETING: A TOOL TO UNDERSTAND CONSUMER PSYCHOLOGY

Gunjan Mishra, Mithi Shukla
2020 International Journal of Technical Research & Science  
A multitude of techniques have been discovered for these researches, including Eye Tracking, EEG, fMRI, Galvanic skin Response, and Face Emotion Analysis.  ...  The field is gaining rapid credibility and adoption among advertising and marketing professionals, controversial to when it first emerged in 2002.  ...  However, it lacks good spatial resolution, meaning the source of the brain signal recorded by the EEG is hard to locate exactly in the brain.  ... 
doi:10.30780/ijtrs.v05.i06.002 fatcat:cw3yxfczi5gmxakjn5xuvuvuyq

What Can Neuromarketing Tell Us about Food Packaging?

Ingrit Moya, Jesús García-Madariaga, María-Francisca Blasco
2020 Foods  
Obtained results shed light on the application of neuromarketing techniques in the evaluation of food packaging and reveal that neuromarketing and declarative methodologies are complementary, and its combination  ...  The application of neuromarketing techniques to the study of food packaging has recently gained considerable popularity both in academia and practice, but there are still some concerns about the methods  ...  Acknowledgments: The authors would like to thank Bit-Brain S.L. for their technological assistance and support. Conflicts of Interest: The authors declare no conflict of interest.  ... 
doi:10.3390/foods9121856 pmid:33322684 fatcat:trzixh6pvzcmhjdwxrusyyjbmy

Neuromarketing: Applications, Challenges and Promises

Pravin Raj Solomon
2018 Biomedical Journal of Scientific & Technical Research  
Neuromarketing employs several techniques and tools for analysis of inside\outside reflexes of the consumer's brain and it avails the latest cognitive scanning techniques for analysis.  ...  Neuromarketing is a field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli.  ...  EEG uses electrodes to record electronic signals of brain activity [8, 5, 19, 22] . The electrodes can be attached to the skull. It can make recordings of around 40 minutes.  ... 
doi:10.26717/bjstr.2018.12.002230 fatcat:7cxy4lgmmraltbihvag4zbbmh4

Recent Trends in Neuro marketing – An Exploratory Study

Dsouza Prima Frederick
2022 Zenodo  
The core idea of the paper is to understand the concept of Neuromarketing and its influence on customers' decision-making process.  ...  It will help to determine what the customer wants, what services he likes, and how to draw the consumer's attention.  ...  APPLICATIONS OF NEUROMARKETING : Neuromarketing is largely used to determine the preferences of customers.  ... 
doi:10.5281/zenodo.5978946 fatcat:vp5lyzvpsbgrrihuvdpnq2t47e
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