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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Main Authors: Li Zeng, Mengsi Lin, Keyang Xiao, Jigan Wang, Hui Zhou
Format: Article
Language:English
Published: Frontiers Media S.A. 2022-01-01
Series:Frontiers in Human Neuroscience
Subjects:
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.
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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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