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

 

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Opened Access Advertising Liking Recognition Technique Applied to Neuromarketing by Using Low-Cost EEG Headset
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Author: Soria Morillo, Luis Miguel
Álvarez García, Juan Antonio
González Abril, Luis
Ortega Ramírez, Juan Antonio
Department: Universidad de Sevilla. Departamento de Lenguajes y Sistemas Informáticos
Universidad de Sevilla. Departamento de Economía Aplicada I
Date: 2015
Published in: IWBBIC 2015 : 3rd International Conference on Bioinformatics and Biomedical Engineering (2015), p 701-709
ISBN/ISSN: 978-3-319-16479-3
0302-9743
Document type: Presentation
Abstract: 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.
Cite: Soria Morillo, L.M., Álvarez García, J.A., González Abril, L. y Ortega Ramírez, J.A. (2015). Advertising Liking Recognition Technique Applied to Neuromarketing by Using Low-Cost EEG Headset. En IWBBIC 2015 : 3rd International Conference on Bioinformatics and Biomedical Engineering (701-709), Granada, España: Springer.
Size: 551.4Kb
Format: PDF

URI: http://hdl.handle.net/11441/64929

DOI: 10.1007/978-3-319-16480-9_68

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