Advertising Liking Recognition Technique Applied to Neuromarketing by Using Low-Cost EEG Headset

• Published in: Bioinformatics and Biomedical Engineering pp. 701 - 709
• Main Authors: Soria Morillo, Luis Miguel, García, Juan Antonio Alvarez, Gonzalez-Abril, Luis, Ramirez, J. A. Ortega
• Format: Book Chapter
• Language: English
• Published: Cham Springer International Publishing
• Series: Lecture Notes in Computer Science
• Subjects: advertising; brain; brain-computer interaction; eeg; electroencephalography; neuromarketing
• ISBN: 9783319164793; 3319164791
• ISSN: 0302-9743; 1611-3349
• DOI: 10.1007/978-3-319-16480-9_68

In this paper a new neuroscience technique is applied into Marketing, which is becoming commonly known as the field of Neuromarketing. The aim of this paper is to recognize how brain responds during the visualization of short advertising movies. Using low cost electroencephalography (EEG), brain regions used during the presentation have been studied. We may wonder about how useful it is to use neuroscience knowledge in marketing, what can neuroscience add to marketing, or why use this specific technique. By using discrete techniques over EEG frequency bands of a generated labeled dataset, C4.5 and ANN learning methods have been applied to obtain the score assigned to each ads by the user. This techniques allows to reach more than 82% of accuracy, which is an excellent result taking into account the kind of low-cost EEG sensors used.