Wavelet Phase Coherence Estimation of EEG Signals for Neuromarketing Studies

Ural, Gamze; Kaçar, Fırat; Canan, Sinan

doi:10.14704/nq.2019.17.2.1971

Cited by 7 publications

(3 citation statements)

References 23 publications

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“…[100]). Other studies instead investigated the coupling between EDA and EEG dynamics through correlation [101][102][103][104], phase and amplitude coupling [105], and coherence measures [106]. Yet, to the best of our knowledge, a methodology to investigate the effect of sympathetic arousal on the EEG effective connectivity as estimated through EDA is missing.…”

Section: Discussionmentioning

confidence: 99%

Combining electrodermal activity analysis and dynamic causal modeling to investigate the visual-odor multimodal integration during face perception

Rho,

Callara,

Bossi

et al. 2024

J. Neural Eng.

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Objective. This study presents a novel methodological approach forincorporating information related to the peripheral sympathetic response into theinvestigation of neural dynamics. Particularly, we explore how hedonic contextualolfactory stimuli influence the processing of neutral faces in terms of sympatheticresponse, event-related potentials (ERPs) and effective connectivity analysis.The objective is to investigate how the emotional valence of odors influencesthe cortical connectivity underlying face processing and the role of face-inducedsympathetic arousal in this visual-olfactory multimodal integration. Approach. Tothis aim, we combine electrodermal activity (EDA) analysis and dynamic causalmodeling (DCM) to examine changes in cortico-cortical interactions. Results. Theresults reveal that stimuli arising sympathetic EDA responses are associated witha more negative N170 amplitude, which may be a marker of heightened arousalin response to faces. Hedonic odors, on the other hand, lead to a more negativeN1 component and a reduced the vertex positive potential (VPP) when they areunpleasant or pleasant. Concerning connectivity, unpleasant odors strengthenthe forward connection from the inferior temporal gyrus (ITG) to the middletemporal gyrus (MTG), which is involved in processing changeable facial features.Conversely, the occurrence of sympathetic responses after a stimulus is correlatedwith an inhibition of this same connection and an enhancement of the backwardconnection from ITG to the fusiform face gyrus. Significance. These findingssuggest that unpleasant odors may enhance the interpretation of emotionalexpressions and mental states, while faces capable of eliciting sympathetic arousalprioritize identity processing.

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Section: Discussionmentioning

confidence: 99%

Combining electrodermal activity analysis and dynamic causal modeling to investigate the visual-odor multimodal integration during face perception

Rho,

Callara,

Bossi

et al. 2024

J. Neural Eng.

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“…In the first case, EEG, GSR, and HR measurements were merged to separate among two indicative classes of “like” and “dislike” regarding the displayed advertisements, while the second identified among five different bank commercials the one with the highest mental activation using both EEG and ET measurements. Finally, the attention/memory process was examined in parallel with the decision making process by Ural et al ( 2019 ) that used EEG, ET, GSR, and HR as a means to separate the stimuli preceding an advertisement and the ones that are part of it to determine the visual attention/memory and the decision making process.…”

Section: Past Decade Neuromarketing Trendsmentioning

confidence: 99%

Unlocking the Subconscious Consumer Bias: A Survey on the Past, Present, and Future of Hybrid EEG Schemes in Neuromarketing

Kalaganis¹,

Georgiadis²,

Oikonomou³

et al. 2021

Front. Neuroergonomics

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Fueled by early success stories, the neuromarketing domain advanced rapidly during the last 10 years. As exciting new techniques were being adapted from medical research to the commercial domain, many neuroscientists and marketing practitioners have taken the chance to exploit them so as to uncover the answers of the most important marketing questions. Among the available neuroimaging technologies, electroencephalography (EEG) stands out as the less invasive and most affordable method. While not equally precise as other neuroimaging technologies in terms of spatial resolution, it can capture brain activity almost at the speed of cognition. Hence, EEG constitutes a favorable candidate for recording and subsequently decoding the consumers' brain activity. However, despite its wide use in neuromarketing, it cannot provide the complete picture alone. In order to overcome the limitations imposed by a single monitoring method, researchers focus on more holistic approaches. The exploitation of hybrid EEG schemes (e.g., combining EEG with eye-tracking, electrodermal activity, heart rate, and/or other) is ever growing and will hopefully allow neuromarketing to uncover consumers' behavior. Our survey revolves around last-decade hybrid neuromarketing schemes that involve EEG as the dominant modality. Beyond covering the relevant literature and state-of-the-art findings, we also provide future directions on the field, present the limitations that accompany each of the commonly employed monitoring methods and briefly discuss the omni-present ethical scepticizm related to neuromarketing.

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“…Phase analysis is widely used in biomedical research [ 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 ]. The Hilbert transform and complex wavelets are usually used for computing the instantaneous phase [ 45 ].…”

Section: Introductionmentioning

confidence: 99%

Investigation of Phase Shifts Using AUC Diagrams: Application to Differential Diagnosis of Parkinson’s Disease and Essential Tremor

Sushkova

Morozov

Kershner

et al. 2023

Sensors

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This study was motivated by the well-known problem of the differential diagnosis of Parkinson’s disease and essential tremor using the phase shift between the tremor signals in the antagonist muscles of patients. Different phase shifts are typical for different diseases; however, it remains unclear how this parameter can be used for clinical diagnosis. Neurophysiological papers have reported different estimations of the accuracy of this parameter, which varies from insufficient to 100%. To address this issue, we developed special types of area under the ROC curve (AUC) diagrams and used them to analyze the phase shift. Different phase estimations, including the Hilbert instantaneous phase and the cross-wavelet spectrum mean phase, were applied. The results of the investigation of the clinical data revealed several regularities with opposite directions in the phase shift of the electromyographic signals in patients with Parkinson’s disease and essential tremor. The detected regularities provide insights into the contradictory results reported in the literature. Moreover, the developed AUC diagrams show the potential for the investigation of neurodegenerative diseases related to the hyperkinetic movements of the extremities and the creation of high-accuracy methods of clinical diagnosis.

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Wavelet Phase Coherence Estimation of EEG Signals for Neuromarketing Studies

Cited by 7 publications

References 23 publications

Combining electrodermal activity analysis and dynamic causal modeling to investigate the visual-odor multimodal integration during face perception

Combining electrodermal activity analysis and dynamic causal modeling to investigate the visual-odor multimodal integration during face perception

Unlocking the Subconscious Consumer Bias: A Survey on the Past, Present, and Future of Hybrid EEG Schemes in Neuromarketing

Investigation of Phase Shifts Using AUC Diagrams: Application to Differential Diagnosis of Parkinson’s Disease and Essential Tremor

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