Integrating Eye-Tracking and Wireless Electroencephalogram (EEG) in Consumer Neuroscience

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Conference Proceeding
The 35th Annual International Conference of the IEEE Engineering in Medicine and Biology Society (EMBC13), 2013, pp. 6925 - 6928
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Consumer neuroscience addresses marketing relevant problems through the integration and application of neuroscientific theories, concepts, findings and methods to the research discipline of consumer behavior. The key contribution of this paper is to complement the advancement of traditional consumer research through the investigation of the patterns of interdependency between the Electroencephalogram (EEG) signals from the different brain regions while participants undertook a choice task designed to elicit preferences for a marketing product (crackers). Specifically, 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).We analyze the Electroencephalogram (EEG) signals collected from the different brain regions using the commercially available 14 channel Emotiv EPOC wireless EEG headset and relate the EEG data to the specific choice options with a Tobii X60 eye tracker. Fifteen participants were recruited for this experiment and were shown 57 choice sets; each choice set described three choice options. 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). Our results indicate significant phase synchronization between the left and right frontal and occipital regions indicating interhemispheric communications during the choice task. Our experimental results also show that participants spent more time looking at the non-preferred items in each choice set at the beginning of the experiment (exploration mode), while reducing that time progressively to indicate significant amount of cognitive processing assigned to preferred items (exploitation mode).
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