Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking

Khushaba, RN; Wise, C; Kodagoda, S; Louviere, J; Kahn, BE; Townsend, C

Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking

Khushaba, RN

Wise, C Kodagoda, S

Louviere, J

Kahn, BE Townsend, C

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Publication Type:: Journal Article
Citation:: Expert Systems with Applications, 2013, 40 (9), pp. 3803 - 3812
Issue Date:: 2013-07-01

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Field	Value	Language
dc.contributor.author	Khushaba, RN https://orcid.org/0000-0001-8528-8979	en_US
dc.contributor.author	Wise, C	en_US
dc.contributor.author	Kodagoda, S https://orcid.org/0000-0001-5175-9138	en_US
dc.contributor.author	Louviere, J https://orcid.org/0000-0001-7688-164X	en_US
dc.contributor.author	Kahn, BE	en_US
dc.contributor.author	Townsend, C	en_US
dc.date.issued	2013-07-01	en_US
dc.identifier.citation	Expert Systems with Applications, 2013, 40 (9), pp. 3803 - 3812	en_US
dc.identifier.issn	0957-4174	en_US
dc.identifier.uri	http://hdl.handle.net/10453/23438
dc.description.abstract	Application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchange has recently gained research attention. The basic aim is to guide design and presentation of products to optimize them to be as compatible as possible with consumer preferences. This paper investigates physiological decision processes while participants undertook a choice task designed to elicit preferences for a product. The task required participants to choose their preferred crackers described by shape (square, triangle, round), flavor (wheat, dark rye, plain) and topping (salt, poppy, no topping). The two main research objectives were (1) to observe and evaluate the cortical activity of the different brain regions and the interdependencies among the Electroencephalogram (EEG) signals from these regions; and (2) unlike most research in this area that has focused mainly on liking/disliking certain products, we provide a way to quantify the importance of different cracker features that contribute to the product design based on mutual information. We used the commercial Emotiv EPOC wireless EEG headset with 14 channels to collect EEG signals from participants. We also used a Tobii-Studio eye tracker system to relate the EEG data to the specific choice options (crackers). Subjects were shown 57 choice sets; each choice set described three choice options (crackers). The patterns of cortical activity were obtained in the five principal frequency bands, Delta (0-4 Hz), Theta (3-7 Hz), Alpha (8-12 Hz), Beta (13-30 Hz), and Gamma (30-40 Hz). There was a clear phase synchronization between the left and right frontal and occipital regions indicating interhemispheric communications during the chosen task for the 18 participants. Results also indicated that there was a clear and significant change (p < 0.01) in the EEG power spectral activities taking a place mainly in the frontal (delta, alpha and beta across F3, F4, FC5 and FC6), temporal (alpha, beta, gamma across T7), and occipital (theta, alpha, and beta across O1) regions when participants indicated their preferences for their preferred crackers. Additionally, our mutual information analysis indicated that the various cracker flavors and toppings of the crackers were more important factors affecting the buying decision than the shapes of the crackers. © 2012 Elsevier Ltd. All rights reserved.	en_US
dc.relation.ispartof	Expert Systems with Applications	en_US
dc.relation.isbasedon	10.1016/j.eswa.2012.12.095	en_US
dc.subject.classification	Artificial Intelligence & Image Processing	en_US
dc.title	Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking	en_US
dc.type	Journal Article
utslib.citation.volume	9	en_US
utslib.citation.volume	40	en_US
utslib.for	0102 Applied Mathematics	en_US
utslib.for	0903 Biomedical Engineering	en_US
utslib.for	01 Mathematical Sciences	en_US
utslib.for	08 Information and Computing Sciences	en_US
utslib.for	09 Engineering	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Biomedical Engineering
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Mechanical and Mechatronic Engineering
pubs.organisational-group	/University of Technology Sydney/Strength - CAS - Centre for Autonomous Systems
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
utslib.copyright.status	closed_access
pubs.issue	9	en_US
pubs.publication-status	Published	en_US
pubs.volume	40	en_US

Abstract:

Application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchange has recently gained research attention. The basic aim is to guide design and presentation of products to optimize them to be as compatible as possible with consumer preferences. This paper investigates physiological decision processes while participants undertook a choice task designed to elicit preferences for a product. The task required participants to choose their preferred crackers described by shape (square, triangle, round), flavor (wheat, dark rye, plain) and topping (salt, poppy, no topping). The two main research objectives were (1) to observe and evaluate the cortical activity of the different brain regions and the interdependencies among the Electroencephalogram (EEG) signals from these regions; and (2) unlike most research in this area that has focused mainly on liking/disliking certain products, we provide a way to quantify the importance of different cracker features that contribute to the product design based on mutual information. We used the commercial Emotiv EPOC wireless EEG headset with 14 channels to collect EEG signals from participants. We also used a Tobii-Studio eye tracker system to relate the EEG data to the specific choice options (crackers). Subjects were shown 57 choice sets; each choice set described three choice options (crackers). The patterns of cortical activity were obtained in the five principal frequency bands, Delta (0-4 Hz), Theta (3-7 Hz), Alpha (8-12 Hz), Beta (13-30 Hz), and Gamma (30-40 Hz). There was a clear phase synchronization between the left and right frontal and occipital regions indicating interhemispheric communications during the chosen task for the 18 participants. Results also indicated that there was a clear and significant change (p < 0.01) in the EEG power spectral activities taking a place mainly in the frontal (delta, alpha and beta across F3, F4, FC5 and FC6), temporal (alpha, beta, gamma across T7), and occipital (theta, alpha, and beta across O1) regions when participants indicated their preferences for their preferred crackers. Additionally, our mutual information analysis indicated that the various cracker flavors and toppings of the crackers were more important factors affecting the buying decision than the shapes of the crackers. © 2012 Elsevier Ltd. All rights reserved.

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http://hdl.handle.net/10453/23438