Event-related Potentials of Consumer Preferences

Khushaba, RN; Greenacre, L; Al-Timemy, A; Al-Jumaily, A

Event-related Potentials of Consumer Preferences

Khushaba, RN

Greenacre, L Al-Timemy, A Al-Jumaily, A

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Publication Type:: Conference Proceeding
Citation:: Procedia Computer Science, 2015, 76 pp. 68 - 73
Issue Date:: 2015-01-01

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Field	Value	Language
dc.contributor.author	Khushaba, RN https://orcid.org/0000-0001-8528-8979	en_US
dc.contributor.author	Greenacre, L	en_US
dc.contributor.author	Al-Timemy, A	en_US
dc.contributor.author	Al-Jumaily, A https://orcid.org/0000-0003-0297-2463	en_US
dc.date.issued	2015-01-01	en_US
dc.identifier.citation	Procedia Computer Science, 2015, 76 pp. 68 - 73	en_US
dc.identifier.uri	http://hdl.handle.net/10453/43249
dc.description.abstract	The application of neuroscience methods to analyze and understand preference formation and decision making in marketing tasks has recently gained research attention. The key contribution of this paper is to complement the advancement of traditional consumer research through the investigation of the event-related potentials (ERPs) associated with preferences elicited during a discrete choice experiment (DCE). Five subjects participated in the experiment as they chose their preferred computer background image from a set of images with different colors and patterns. Emotiv EPOC, a commercial wireless Electroencephalogram (EEG) headset with 14 channels, was utilized to collect EEG signals from the subjects while making one hundred and fifty choice observations. The collected EEG signals were filtered and cleaned from artifacts before being epoched into segments of 1000 msec each for ERP analysis. When observing the average of EEG epochs, collected while the subjects chose their preferred background images, there was a clear P300-ERP component with its largest power shown at the left frontal channel (F3 from the international 10-20 system). A significant difference was revealed between the average ERP potential on F3 during the epochs that coincided with the images containing the preferred objects against that coinciding with the images that did not contain the objects of interest (with p <0.01). A clear N400-ERP component on the parietal lobe sensor at P7 was also revealed to be significantly related to the difference in absolute preference (with p <0.02). Our experimental results also showed that there was a negative relationship between the speed of the decision and the difference in preference for the objects in the decision.	en_US
dc.relation.ispartof	Procedia Computer Science	en_US
dc.relation.isbasedon	10.1016/j.procs.2015.12.277	en_US
dc.title	Event-related Potentials of Consumer Preferences	en_US
dc.type	Conference Proceeding
utslib.citation.volume	76	en_US
utslib.for	080101 Adaptive Agents and Intelligent Robotics	en_US
utslib.for	080109 Pattern Recognition and Data Mining	en_US
utslib.for	080108 Neural, Evolutionary and Fuzzy Computation	en_US
utslib.for	08 Information and Computing Sciences	en_US
utslib.for	10 Technology	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/Strength - CHT - Health Technologies
utslib.copyright.status	open_access
pubs.publication-status	Published	en_US
pubs.volume	76	en_US

Abstract:

The application of neuroscience methods to analyze and understand preference formation and decision making in marketing tasks has recently gained research attention. The key contribution of this paper is to complement the advancement of traditional consumer research through the investigation of the event-related potentials (ERPs) associated with preferences elicited during a discrete choice experiment (DCE). Five subjects participated in the experiment as they chose their preferred computer background image from a set of images with different colors and patterns. Emotiv EPOC, a commercial wireless Electroencephalogram (EEG) headset with 14 channels, was utilized to collect EEG signals from the subjects while making one hundred and fifty choice observations. The collected EEG signals were filtered and cleaned from artifacts before being epoched into segments of 1000 msec each for ERP analysis. When observing the average of EEG epochs, collected while the subjects chose their preferred background images, there was a clear P300-ERP component with its largest power shown at the left frontal channel (F3 from the international 10-20 system). A significant difference was revealed between the average ERP potential on F3 during the epochs that coincided with the images containing the preferred objects against that coinciding with the images that did not contain the objects of interest (with p <0.01). A clear N400-ERP component on the parietal lobe sensor at P7 was also revealed to be significantly related to the difference in absolute preference (with p <0.02). Our experimental results also showed that there was a negative relationship between the speed of the decision and the difference in preference for the objects in the decision.

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http://hdl.handle.net/10453/43249