Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing
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 re...
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Format: | Article |
Language: | English |
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Frontiers Media S.A.
2022-01-01
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Series: | Frontiers in Human Neuroscience |
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Online Access: | https://www.frontiersin.org/articles/10.3389/fnhum.2021.793952/full |
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author | Li Zeng Li Zeng Mengsi Lin Keyang Xiao Jigan Wang Hui Zhou |
author_facet | Li Zeng Li Zeng Mengsi Lin Keyang Xiao Jigan Wang Hui Zhou |
author_sort | Li Zeng |
collection | DOAJ |
description | 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. |
first_indexed | 2024-12-24T01:35:08Z |
format | Article |
id | doaj.art-44d39ef086d74bb0b563642978294391 |
institution | Directory Open Access Journal |
issn | 1662-5161 |
language | English |
last_indexed | 2024-12-24T01:35:08Z |
publishDate | 2022-01-01 |
publisher | Frontiers Media S.A. |
record_format | Article |
series | Frontiers in Human Neuroscience |
spelling | doaj.art-44d39ef086d74bb0b5636429782943912022-12-21T17:22:12ZengFrontiers Media S.A.Frontiers in Human Neuroscience1662-51612022-01-011510.3389/fnhum.2021.793952793952Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of NeuromarketingLi Zeng0Li Zeng1Mengsi Lin2Keyang Xiao3Jigan Wang4Hui Zhou5School of Business, Hohai University, Nanjing, ChinaCollege of Environment, Hohai University, Nanjing, ChinaSchool of Automation, Nanjing University of Science and Technology, Nanjing, ChinaSchool of Automation, Nanjing University of Science and Technology, Nanjing, ChinaSchool of Business, Hohai University, Nanjing, ChinaSchool of Automation, Nanjing University of Science and Technology, Nanjing, ChinaNeuromarketing 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.https://www.frontiersin.org/articles/10.3389/fnhum.2021.793952/fullneuromarketingelectroencephalographymachine learningbrain asymmetrypreference prediction |
spellingShingle | Li Zeng Li Zeng Mengsi Lin Keyang Xiao Jigan Wang Hui Zhou Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing Frontiers in Human Neuroscience neuromarketing electroencephalography machine learning brain asymmetry preference prediction |
title | Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing |
title_full | Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing |
title_fullStr | Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing |
title_full_unstemmed | Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing |
title_short | Like/Dislike Prediction for Sport Shoes With Electroencephalography: An Application of Neuromarketing |
title_sort | like dislike prediction for sport shoes with electroencephalography an application of neuromarketing |
topic | neuromarketing electroencephalography machine learning brain asymmetry preference prediction |
url | https://www.frontiersin.org/articles/10.3389/fnhum.2021.793952/full |
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