Application of Frontal EEG Asymmetry to User Experience Research

Chai, Jing; Ge, Yan; Liu, Yanfang; Wen, L.; Zhou, Lei; Yao, Lin; Sun, Xianghong

doi:10.1007/978-3-319-07515-0_24

Cited by 20 publications

(12 citation statements)

References 18 publications

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“…Related studies suggest that relatively greater activity in the left frontal region is associated with either positive emotional experience or the motivational drive to approach an object [30]. The approach-withdrawal index [188] is considered in several neuromarketing studies to evaluate TV commercial advertising, to investigate the consumer's gender differences during the observation of TV ads, and to evaluate the olfactory stimuli in young subjects [90], in user experience research studies [189], in the context of online interactive shopping environments [190, 191], and during neuroaesthetic studies [192–196] and taste experience [197–199].…”

Section: Main Brain Areas and Processes Of Interest For Consumer Nmentioning

confidence: 99%

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Cherubino

Martinez-Levy

Caratù

et al. 2019

Computational Intelligence and Neuroscience

134

119

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The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the specific mental states of interest (used in most of the neuromarketing research). Such indexes have been supported by adequate validations from the scientific community and are largely employed in neuromarketing research. This review will also discuss a series of papers that present different neuromarketing applications, such us in-store choices and retail, services, pricing, brand perception, web usability, neuropolitics, evaluation of the food and wine taste, and aesthetic perception of artworks. Furthermore, this work will face the ethical issues arisen on the use of these tools for the evaluation of the human behaviour during decision-making tasks. In conclusion, the main challenges that neuromarketing is going to face, as well as future directions and possible scenarios that could be derived by the use of neuroscience in the marketing field, will be identified and discussed.

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Section: Main Brain Areas and Processes Of Interest For Consumer Nmentioning

confidence: 99%

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Cherubino

Martinez-Levy

Caratù

et al. 2019

Computational Intelligence and Neuroscience

134

119

View full text Add to dashboard Cite

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“…An effective website or App should take into account different factors such as visual design and layout, usability, speed, content and search. Consumer neuroscience can be useful to test consumers' emotional responses to these factors (e.g., layout) and optimize websites and Apps (Chai et al, 2014 ; Jin et al, 2017 ; Yadava et al, 2017 ; Casado-Aranda et al, 2019 ). For instance, ET is an effective tool to test how users interact with a website (e.g., Mercedes-Benz) (Etzold et al, 2019 ).…”

Section: Main Applications In Marketingmentioning

confidence: 99%

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

et al. 2020

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The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

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“…Chai et al [ 46 ] investigated the relationship of frontal alpha EEG asymmetry with experience and difficulty in the task when interacting with a set of mobile applications, not finding meaningful correlations. In [ 47 ], the relationship between eye-tracking metrics with self-efficacy, risk, ease-of-use, and usefulness perception in tasks with a software assistant was sought.…”

Section: Resultsmentioning

confidence: 99%

A Systematic Review for Cognitive State-Based QoE/UX Evaluation

Bañuelos-Lozoya

Serna

González-Franco

et al. 2021

Sensors

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Traditional evaluation of user experience is subjective by nature, for what is sought is to use data from physiological and behavioral sensors to interpret the relationship that the user’s cognitive states have with the elements of a graphical interface and interaction mechanisms. This study presents the systematic review that was developed to determine the cognitive states that are being investigated in the context of Quality of Experience (QoE)/User Experience (UX) evaluation, as well as the signals and characteristics obtained, machine learning models used, evaluation architectures proposed, and the results achieved. Twenty-nine papers published in 2014–2019 were selected from eight online sources of information, of which 24% were related to the classification of cognitive states, 17% described evaluation architectures, and 41% presented correlations between different signals, cognitive states, and QoE/UX metrics, among others. The amount of identified studies was low in comparison with cognitive state research in other contexts, such as driving or other critical activities; however, this provides a starting point to analyze and interpret states such as mental workload, confusion, and mental stress from various human signals and propose more robust QoE/UX evaluation architectures.

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Application of Frontal EEG Asymmetry to User Experience Research

Cited by 20 publications

References 18 publications

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

A Systematic Review for Cognitive State-Based QoE/UX Evaluation

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