Discrete classification technique applied to TV advertisements liking recognition system based on low-cost EEG headsets

Abstract

BackgroundIn this paper a new approach is applied to the area of marketing research. The aim of this paper is to recognize how brain activity responds during the visualization of short video advertisements using discrete classification techniques. By means of low cost electroencephalography devices (EEG), the activation level of some brain regions have been studied while the ads are shown to users. We may wonder about how useful is the use of neuroscience knowledge in marketing, or what could provide neuroscience to marketing sector, or why this approach can improve the accuracy and the final user acceptance compared to other works.MethodsBy using discrete techniques over EEG frequency bands of a generated dataset, C4.5, ANN and the new recognition system based on Ameva, a discretization algorithm, is applied to obtain the score given by subjects to each TV ad.ResultsThe proposed technique allows to reach more than 75 % of accuracy, which is an excellent result taking into account the typology of EEG sensors used in this work. Furthermore, the time consumption of the algorithm proposed is reduced up to 30 % compared to other techniques presented in this paper.ConclusionsThis bring about a battery lifetime improvement on the devices where the algorithm is running, extending the experience in the ubiquitous context where the new approach has been tested.

Technological advancements and opportunities in Neuromarketing: a systematic review

“…Soria Morillo et al [40], Yang et al [41], Cherubino et al [42], Soria Morillo et al [43], Vasiljević et al [44], Yang et al [45], Pilelienė and Grigaliūnaitė [36], Daugherty et al [46], Royo et al [47], Etzold et al [48], Chen et al [49], Casado-Aranda et al [50], Randolph and Pierquet [51], Nomura and Mitsukura [52], Ungureanu et al [53], Goyal and Singh [54], Oon et al [55], Singh et al [56].…”

“…ii. Activation of brain region due to marketing stimuli Soria Morillo et al [40], Chew et al [17], Cherubino et al [42], Soria Morillo et al [43], Çakar et al [34], Boksem and Smitds [57], Bhardwaj et al [58], Venkatraman et al [38], Touchette and Lee [21], Yang et al [45], Marques et al [22], Gong et al…”

“…iii. Neural response recording techniques EEG Soria Morillo et al [40], Yang et al [41], Chew et al [17], Cherubino et al [42], Soria Morillo et al [43], Yadava et al [18], Doborjeh et al [64], Çakar et al [34], Kaur et al [65], Baldo et al [19] For the purpose of Neuromarketing experiments, the following literatures selected right-handed participants, with normal or corrected-to-normal vision, free of central nervous system influencing medications and with no history of neuropathology.…”

“…Although GSR cannot independently relate to emotional valence, some of the Neuromarketing studies, i.e., Cherubino et al [42], Çakar et al [34], Ungureanu et al [53], Magdin et al [71], Goyal and Singh [54], and Singh et al [56] have used skin conductance along with heart rate to measure the consumer attention and focus on the TVC. [43], b fMRI imaging [50], and c eye tracking for online booking appointment [48]…”

Main findings and advances in biomedical engineering and bioinformatics from IWBBIO 2015

“…Finally, Soria-Morillo et al [ 12 ] describe a novel discrete classification algorithm to determine human reactions on TV advertisements from low-cost EEG signals. This algorithm is presented by integrating signal collection/transformation stages with different supervised machine learning approaches like C4.5, ANN or an own-designed discretization procedure.…”