Data Acquisition and Data Processing using Electroencephalogram in Neuromarketing: A Review

Abstract

Electroencephalogram (EEG) is a neurotechnology used to measure brain activity via brain impulses. Throughout the years, EEG has contributed tremendously to data-driven research models (e.g., Generalised Linear Models, Bayesian Generative Models, and Latent Space Models) in Neuroscience Technology and Neuroinformatic. Due to versatility, portability, cost feasibility, and non-invasiveness. It contributed to various Neuroscientific data that led to advancement in medical, education, management, and even the marketing field. In the past years, the extensive uses of EEG have been inclined towards medical healthcare studies such as in disease detection and as an intervention in mental disorders, but not fully explored for uses in neuromarketing. Hence, this study construes the data acquisition technique in neuroscience studies using electroencephalogram and outlines the trend of revolution of this technique in aspects of its technology and databases by focusing on neuromarketing uses.

A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research

“…Traditional marketing models assume that consumer decisions are mostly rational, and therefore ignore the role of implicit emotional responses in consumer preference and buying decisions [ 7 , 69 ]. Neuromarketing overcomes these limitations through the use of biometric and neuroimaging measures, which can detect implicit emotional responses traditionally ignored in marketing research [ 7 , 69 , 220 ].…”

“…Traditional marketing models assume that consumer decisions are mostly rational, and therefore ignore the role of implicit emotional responses in consumer preference and buying decisions [ 7 , 69 ]. Neuromarketing overcomes these limitations through the use of biometric and neuroimaging measures, which can detect implicit emotional responses traditionally ignored in marketing research [ 7 , 69 , 220 ]. The primary benefits of neuromarketing are therefore to improve the accuracy of models aiming to predict consumer preference and buying behaviour, and provide a greater understanding of the emotional impact of marketing stimuli on consumers [ 7 , 69 , 220 ].…”

“…Neuromarketing overcomes these limitations through the use of biometric and neuroimaging measures, which can detect implicit emotional responses traditionally ignored in marketing research [ 7 , 69 , 220 ]. The primary benefits of neuromarketing are therefore to improve the accuracy of models aiming to predict consumer preference and buying behaviour, and provide a greater understanding of the emotional impact of marketing stimuli on consumers [ 7 , 69 , 220 ]. Ultimately, neuromarketing research should be developed in ways that can be actively used to improve products or advertising campaigns.…”