Forecasting Unplanned Purchase Behavior under Buy-One Get-One-Free Promotions Using Functional Near-Infrared Spectroscopy

Abstract

It is very important for consumers to recognize their wrong shopping habits such as unplanned purchase behavior (UPB). The traditional methods used for measuring the UPB in qualitative and quantitative studies have some drawbacks because of human perception and memory. We proposed a UPB identification methodology applied with the brain-computer interface technique using a support vector machine (SVM) along with a functional near-infrared spectroscopy (fNIRS). Hemodynamic signals and behavioral data were collected from 33 subjects by performing Task 1 which included the Buy-One-Get-One-Free (BOGOF) and Task 2 which excluded the BOGOF condition. The acquired data were calculated with 6 time-domain features and then classified them using SVM with 10-cross validations. Thereafter, we evaluated whether the results were reliable using the area under the receiver operating characteristic curve (AUC). As a result, we achieved average accuracy greater than 94%, which is reliable because of the AUC values above 0.97. We found that the UPB brain activity was more relevant to Task 1 with the BOGOF condition than with Task 2 in the prefrontal cortex. UPBs were sufficiently derived from self-reported measurement, indicating that the subjects perceived increased impulsivity in the BOGOF condition. Therefore, this study improves the detection and understanding of UPB as a path for a computer-aided detection perspective for rating the severity of UPBs.

Correlatos neuroanatómicos y neuropsicológicos del comportamiento de adicción a las compras. Una revisión sistemática

“…Según los autores, cuanto más impulsiva es la tendencia de compra de las personas, menor es la actividad cerebral en su corteza prefrontal. Asimismo, aluden a que esta actividad más baja de la corteza prefrontal en la espectroscopia funcional de infrarrojo cercano es similar a otros perfiles que presentan trastorno por atracón, trastorno por déficit de atención e hiperactividad y/o alta impulsividad [ 27 ].…”

Comparison of the Influence of Dual-Task Activities on Prefrontal Activation and Gait Variables in Older Adults with Mild Cognitive Impairment during Straight and Curved Walking

“…The device, equipped with five dual-wavelength (780/850 nm) laser sources and seven detectors, measures the light diffused within a tissue volume according to the light propagation model. Light can reach approximately 8 mm into the cortical surface with a source-detector separation of 3 cm [36]. Before performing the tasks, the changes in HbO 2 levels were measured during a 30 s rest period while the respective task was carried out.…”

Possible effect of natural light on emotion recognition and the prefrontal cortex: A scoping review of near-infrared (NIR) spectroscopy

“…Decision-making is one of the essential applications of cognitive neuroscience. The application of the brain-computer interface 31 to examine group decision, 32 purchase decision 33,34 and risk-taking 35,36 yielded some pieces of evidence. In terms of executive control, obesity, 37 exercise 38 and older adults 39 have been researched.…”