Machines learn neuromarketing: Improving preference prediction from self-reports using multiple EEG measures and machine learning

Hakim, Adam; klorfeld, shira; Sela, Tal; Friedman, David D.; Shabat-Simon, Maytal; Levy, Dino J.

doi:10.1016/j.ijresmar.2020.10.005

Cited by 41 publications

(61 citation statements)

References 64 publications

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“…Pero su alto coste y escasa validez ecológica, ha hecho que este tipo de estudios quede relegado a centros de alta investigación y sean inaccesibles para la gran mayoría de las empresas de neuromarketing (Núñez-Cansado et al 2020), que terminan optando por medios más económicos y flexibles mejor adaptados a la movilidad del consumidor en situación experimental. Estas alternativas se centran sobre todo en la toma de registros de la actividad eléctrica cerebral (EEG) (Vecchiato et al, 2014;Hakim et al, 2019;Hsu & Chen, 2020;Golnar-Nick et al, 2019;Gill & Singh, 2020;Bastiaansen et al, 2018;Hajcak et al, 2012;Olofsson et al, 2008) y de la actividad electrodérmica o respuesta galvánica de la piel (GSR) (Avinash et al, 2018;Groeppel-Klein, 2005;Baldeesh & Senior, 2008;Aiger et al, 2013;Martínez Herrador et al, 2020). Su principal objetivo es analizar los Núñez-Cansado, M., López López, A. y Vela Delfa, C. Revisión teórico-cientifícia del marco conceptual de la emoción y el sentimiento y su aplicación al neuromarketing 396 Vivat Academia.…”

Section: Las Emociones Y Los Sentimientos En El Marketingunclassified

Revisión teórico-científica del marco conceptual de la emoción y el sentimiento y su aplicación al neuromarketing

Cansado

López

Delfa

2021

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En primera instancia, este artículo aborda una revisión bibliográfica diacrónica de las principales aportaciones teóricas relativas a la delimitación del marco conceptual de la emoción y el sentimiento, para plantear, finalmente, una reflexión acerca de su aplicación en el ámbito de la investigación en neuromarketing. En los últimos años, los programas de investigación científica han optado, en mayor medida, por desmarcarse del que ha sido durante mucho tiempo el paradigma dominante en las teorías de la emoción -que unificaba el tratamiento de las nociones de emoción y sentimiento-, para inclinarse por definiciones capaces de significar las diferencias existentes entre ambos conceptos, desde una óptica multifactorial y diferencial. Por su parte, el análisis de la literatura científica sobre neuromarketing nos revela que, en la práctica, ambos términos se confunden. Se incurre, de este modo, en un neurocentrismo que ignora el papel de los sentimientos en la toma de decisión. Ciertamente, una gran mayoría de estudios, procedentes de la praxis en este campo, centran sus resultados en aspectos meramente fisiológicos-biológicos, y dejan a un lado datos relevantes relativos a los procesos cognitivos asociados a aspectos culturales, sociales y propios de los estilos cognitivos del sujeto; circunstancia que puede restar validez al constructo teórico y limitar bien la capacidad predictiva o la validez concurrente en el diseño de estas investigaciones.Por todo esto, con la revisión bibliográfica propuesta se aportará luz sobre la problemática científica existente en torno al manejo de las nociones de emoción y sentimiento, lo que contribuirá, a su vez, a la adopción de una perspectiva más crítica y acertada acerca de cuáles deberían ser realmente sus usos y aplicaciones en el ámbito de la investigación en general, y del neuromarketing en particular. En este sentido, es importante superar algunas de las actuales limitaciones concernientes a las metodologías mixtas e integradas con las que se mide y observa la actividad cerebral, y para ello las aclaraciones teórico-científicas que resultan de este estudio serán claves y dilucidadoras.

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Section: Las Emociones Y Los Sentimientos En El Marketingunclassified

Revisión teórico-científica del marco conceptual de la emoción y el sentimiento y su aplicación al neuromarketing

Cansado

López

Delfa

2021

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“…Attention index [17], [18] is another cognitive index that is studied with respect to the decision-making process, since focusing to something implies that a selection/prioritization mechanism has been activated. Alternatively, consumers' attention and engagement are evaluated at a population level, using inter-subject correlation [19], [20]. Within the same context, the memorization process [21], highly affects the consumers' purchase habits since it is more likely to select a familiar product rather than a relatively unknown one.…”

Section: Introductionmentioning

confidence: 99%

“…Finally, there are several studies that jointly examine the aforementioned indices and indicators, aiming to craft models of higher predictive power (e.g. [16], [19], [25], [26]).…”

Section: Introductionmentioning

confidence: 99%

“…This alongside with the fact that Riemannian geometry concepts have been successfully employed to describe the coordination of different brain areas [28] constituted the initial motivation for this study, since as previously described the decision-making process requires the synergy of different brain areas and brain states that when combined resulted in superior decoding schemes (e.g. [16], [19]). Hence, the contribution of this work is twofold.…”

Section: Introductionmentioning

confidence: 99%

“…image) and is used to showcase the expressiveness of covariance-patterns when handled within a Riemannian-geometry framework. The second dataset is a publicly available one [19], where participants rank commercials of dynamic nature (i.e. videos) and is employed to verify the decoder's superiority against popular alternatives.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

RNeuMark: A Riemannian EEG Analysis Framework for Neuromarketing

Georgiadis

Kalaganis

Oikonomou

et al. 2022

Preprint

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Neuromarketing exploits neuroimaging techniques so as to reinforce the predictive power of conventional marketing tools, like questionnaires and focus groups. Electroencephalography (EEG) is the most commonly encountered neuroimaging technique due to its non-invasiveness, low-cost and its very recent embedding in wearable devices. The transcription of brainwave patterns to consumer attitude is supported by various signal descriptors, while the quest for profitable novel ways is still an open research question. Here, we suggest the use of sample covariance matrices as alternative descriptors, that encapsulate the coordinated neural activity from distinct brain areas, and the adoption of Riemannian geometry for their handling. We first establish the suitability of Riemannian approach for neuromarketing related problems and then suggest a relevant decoding scheme for predicting consumers’ choices (e.g. willing to buy or not a specific product). Since the decision-making process involves the concurrent interaction of various cognitive processes and consequently of distinct brain rhythms, the proposed decoder takes the form of an ensemble classifier that builds upon a multi-view perspective, with each view dedicated to a specific frequency band. Adopting a standard machine-learning procedure, and using a set of trials (training data) in conjunction with the associated behavior labels (“buy”/ “not buy”), we train a battery of classifiers accordingly. Each classifier is designed to operate in the space recovered from the inter-trial distances of SCMs and to cast a rhythm-depended decision that is eventually combined with the predictions of the rest ones. The demonstration and evaluation of the proposed approach are performed in two neuromarketing related datasets of different nature. The first is employed to showcase the efficacy of the suggested descriptor, while the second to showcase the decoder’s superiority against popular alternatives in the field.

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Framing, risk perception and social health campaigns: A neuroscientific analysis

Lores

Crespo‐Tejero

Fernández‐Hernández

et al. 2023

J of Consumer Behaviour

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Health authorities have widely used social health campaigns to improve the attitudes and healthy behaviours of the population. During the COVID‐19 pandemic, they became an essential tool in increasing compliance with health measures, especially among the young population, a particularly reluctant group. The aim of this study was to analyse the effectiveness of different campaigns in improving young people's intention to change their behaviour towards compliance with health measures. For this purpose, an experimental study was conducted using neurophysiological tools (electroencephalogram and galvanic skin response) as well as self‐reported data from a questionnaire. The experiment analysed three health campaigns with different narrative frames and emotions in the messages. The results showed different degrees of persuasive effectiveness depending on the framing, emotions used, and level of intensity of such emotions. Overall, it was concluded that negative framing strategies and high levels of intensity worked effectively. The influence of the perceived risk declared by the participants on the impact of the different campaigns was also analysed. In this case, for the most difficult target to activate, subjects with low perceived risk, negative and low‐intensity framing strategies were revealed to be the most effective. Implications for the design of campaigns were derived, and limitations and future lines of research were addressed.

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Machines learn neuromarketing: Improving preference prediction from self-reports using multiple EEG measures and machine learning

Cited by 41 publications

References 64 publications

Revisión teórico-científica del marco conceptual de la emoción y el sentimiento y su aplicación al neuromarketing

Revisión teórico-científica del marco conceptual de la emoción y el sentimiento y su aplicación al neuromarketing

RNeuMark: A Riemannian EEG Analysis Framework for Neuromarketing

Framing, risk perception and social health campaigns: A neuroscientific analysis

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