The Role of Stimuli-Driven and Goal-Driven Attention in Shopping Decision-Making Behaviors—An EEG and VR Study
The human attention system, similar to other networks in the brain, is of a complex nature. At any moment, our attention can shift between external and internal stimuli. In this study, we aimed to assess three EEG-based measures of attention (Power Spectral Density, Connectivity, and Spectral Entrop...
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-06-01
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| Series: | Brain Sciences |
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| Online Access: | https://www.mdpi.com/2076-3425/13/6/928 |
| _version_ | 1797595670047096832 |
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| author | Farzad Saffari Sahar Zarei Shobhit Kakaria Enrique Bigné Luis E. Bruni Thomas Z. Ramsøy |
| author_facet | Farzad Saffari Sahar Zarei Shobhit Kakaria Enrique Bigné Luis E. Bruni Thomas Z. Ramsøy |
| author_sort | Farzad Saffari |
| collection | DOAJ |
| description | The human attention system, similar to other networks in the brain, is of a complex nature. At any moment, our attention can shift between external and internal stimuli. In this study, we aimed to assess three EEG-based measures of attention (Power Spectral Density, Connectivity, and Spectral Entropy) in decision-making situations involving goal-directed and stimulus-driven attention using a Virtual Reality supermarket. We collected the EEG data of 29 participants in 2 shopping phases, planned and unplanned purchases. The three mentioned features were extracted and a statistical analysis was conducted. We evaluated the discriminatory power of these features using an SVM classifier. The results showed a significant (<i>p</i>-value < 0.001) increase in theta power over frontal, central, and temporal lobes for the planned purchase phase. There was also a significant decrease in alpha power over frontal and parietal lobes in the unplanned purchase phase. A significant increase in the frontoparietal connectivity during the planned purchase was observed. Additionally, an increase in spectral entropy was observed in the frontoparietal region for the unplanned purchase phase. The classification results showed that spectral entropy has the highest discriminatory power. This study can provide further insights into the attentional behaviors of consumers and how their type of attentional control can affect their decision-making processes. |
| first_indexed | 2024-03-11T02:40:37Z |
| format | Article |
| id | doaj.art-48cb7cfa9a464323922315315856c463 |
| institution | Directory Open Access Journal |
| issn | 2076-3425 |
| language | English |
| last_indexed | 2024-03-11T02:40:37Z |
| publishDate | 2023-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Brain Sciences |
| spelling | doaj.art-48cb7cfa9a464323922315315856c4632023-11-18T09:36:30ZengMDPI AGBrain Sciences2076-34252023-06-0113692810.3390/brainsci13060928The Role of Stimuli-Driven and Goal-Driven Attention in Shopping Decision-Making Behaviors—An EEG and VR StudyFarzad Saffari0Sahar Zarei1Shobhit Kakaria2Enrique Bigné3Luis E. Bruni4Thomas Z. Ramsøy5Neurons Inc., 2630 Hoje-Taastrup, DenmarkNeurons Inc., 2630 Hoje-Taastrup, DenmarkFaculty of Economics, University of Valencia, 46010 Valencia, SpainFaculty of Economics, University of Valencia, 46010 Valencia, SpainAugmented Cognition Lab, Aalborg University, 2450 Copenhagen, DenmarkNeurons Inc., 2630 Hoje-Taastrup, DenmarkThe human attention system, similar to other networks in the brain, is of a complex nature. At any moment, our attention can shift between external and internal stimuli. In this study, we aimed to assess three EEG-based measures of attention (Power Spectral Density, Connectivity, and Spectral Entropy) in decision-making situations involving goal-directed and stimulus-driven attention using a Virtual Reality supermarket. We collected the EEG data of 29 participants in 2 shopping phases, planned and unplanned purchases. The three mentioned features were extracted and a statistical analysis was conducted. We evaluated the discriminatory power of these features using an SVM classifier. The results showed a significant (<i>p</i>-value < 0.001) increase in theta power over frontal, central, and temporal lobes for the planned purchase phase. There was also a significant decrease in alpha power over frontal and parietal lobes in the unplanned purchase phase. A significant increase in the frontoparietal connectivity during the planned purchase was observed. Additionally, an increase in spectral entropy was observed in the frontoparietal region for the unplanned purchase phase. The classification results showed that spectral entropy has the highest discriminatory power. This study can provide further insights into the attentional behaviors of consumers and how their type of attentional control can affect their decision-making processes.https://www.mdpi.com/2076-3425/13/6/928EEGvirtual realityattentioncoherencyspectral entropy |
| spellingShingle | Farzad Saffari Sahar Zarei Shobhit Kakaria Enrique Bigné Luis E. Bruni Thomas Z. Ramsøy The Role of Stimuli-Driven and Goal-Driven Attention in Shopping Decision-Making Behaviors—An EEG and VR Study Brain Sciences EEG virtual reality attention coherency spectral entropy |
| title | The Role of Stimuli-Driven and Goal-Driven Attention in Shopping Decision-Making Behaviors—An EEG and VR Study |
| title_full | The Role of Stimuli-Driven and Goal-Driven Attention in Shopping Decision-Making Behaviors—An EEG and VR Study |
| title_fullStr | The Role of Stimuli-Driven and Goal-Driven Attention in Shopping Decision-Making Behaviors—An EEG and VR Study |
| title_full_unstemmed | The Role of Stimuli-Driven and Goal-Driven Attention in Shopping Decision-Making Behaviors—An EEG and VR Study |
| title_short | The Role of Stimuli-Driven and Goal-Driven Attention in Shopping Decision-Making Behaviors—An EEG and VR Study |
| title_sort | role of stimuli driven and goal driven attention in shopping decision making behaviors an eeg and vr study |
| topic | EEG virtual reality attention coherency spectral entropy |
| url | https://www.mdpi.com/2076-3425/13/6/928 |
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