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

Khushaba, RN; Wise, C; Kodagoda, S; Louviere, JJ

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

Khushaba, RN

Wise, C Kodagoda, S

Louviere, JJ

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Publisher:: IEEE
Publication Type:: Conference Proceeding
Citation:: The 35th Annual International Conference of the IEEE Engineering in Medicine and Biology Society (EMBC13), 2013, pp. 6925 - 6928
Issue Date:: 2013-01

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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, JJ	en_US
dc.contributor.editor	NA	en_US
dc.date	2013-07-03	en_US
dc.date.issued	2013-01	en_US
dc.identifier.citation	The 35th Annual International Conference of the IEEE Engineering in Medicine and Biology Society (EMBC13), 2013, pp. 6925 - 6928	en_US
dc.identifier.uri	http://hdl.handle.net/10453/27744
dc.description.abstract	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).	en_US
dc.publisher	IEEE	en_US
dc.relation.ispartof	The 35th Annual International Conference of the IEEE Engineering in Medicine and Biology Society (EMBC13)	en_US
dc.relation.ispartof	International Conference of the IEEE Engineering in Medicine and Biology Society	en_US
dc.relation.isbasedon	10.1109/EMBC.2013.6611150	en_US
dc.rights	© 2013 IEEE. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works.	en_US
dc.title	Integrating Eye-Tracking and Wireless Electroencephalogram (EEG) in Consumer Neuroscience	en_US
dc.type	Conference Proceeding
utslib.location	Piscataway, NJ	en_US
utslib.location.activity	Osaka, Japan	en_US
utslib.for	0906 Electrical and Electronic Engineering	en_US
dc.location.activity	Osaka, Japan	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.consider-herdc	true	en_US
pubs.finish-date	2013-07-07	en_US
pubs.place-of-publication	Piscataway, NJ	en_US
pubs.start-date	2013-07-03	en_US

Abstract:

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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http://hdl.handle.net/10453/27744