Neuromarketing is an emerging field that combines neuroscience and marketing to understand the factors that influence consumer decisions better. The study proposes a method to understand consumers' positive and negative reactions to advertisements (ads) and products by analysing electroencephalogram (EEG) signals. These signals are recorded using a low-cost single electrode headset from volunteers belonging to the ages 18-22. A detailed subject dependent (SD) and subject independent (SI) analysis was performed employing machine learning methods like Naive Bayes (NB), Support Vector Machine (SVM), k-nearest neighbour and Decision Tree and the proposed deep learning (DL) model. SVM and NB yielded an accuracy (Acc.) of 0.63 for the SD analysis. In SI analysis, SVM performed better for the advertisement, product and gender-based analysis. Furthermore, the performance of the DL model was on par with that of SVM, especially, in product and ads-based analysis.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.