EEG‐Based Preference Classification for Neuromarketing Application

Abstract

Neuromarketing is a modern marketing research technique whereby consumers’ behavior is analyzed using neuroscientific approaches. In this work, an EEG database of consumers’ responses to image advertisements was created, processed, and studied with the goal of building predictive models that can classify the consumers’ preference based on their EEG data. Several types of analysis were performed using three classifier algorithms, namely, SVM, KNN, and NN pattern recognition. The maximum accuracy and sensitivity values are reported to be 75.7% and 95.8%, respectively, for the female subjects and the KNN classifier. In addition, the frontal region electrodes yielded the best selective channel performance. Finally, conforming to the obtained results, the KNN classifier is deemed best for preference classification problems. The newly created dataset and the results derived from it will help research communities conduct further studies in neuromarketing.