EEG
Transcript: The EEG Signal Analysis Using Higher Order Spectra in Neuro-Marketing Application Problem Statement The EEG Signal Analysis Main Points Using Higher Order Spectra in Neuro-Marketing Application Previous Failures Previous Failures Failure in Traditional Marketing like Forms Failure in Packing & Pricing Failure in Designing of Advertisements Forecasts Necessary Forecasts Successful EEG Based Sails Demand Recognition Recognition Customer Behavior Normal Behavior Analysis Method Brain Analysis Method VS Literature Review Yadava et al. (2017) Morin et al. (2011) Vecchiato et al. (2011) Sebastian (2014) Golnar-Nik et al. (2019) Khushaba et al. (2013) Purpose Method Diagram Segmentation Normalization Classification Pre-Processing Diagram Feature Extraction EEG signals Eye Tracking Classification SVM or better classifier Theories Sum of the bispectrum magnitudes Sum of the squares of the bispectrum magnitudes Sum of the bicoherence magnitudes Sum of the squares of the bicoherence magnitudes Lambda Chi-square value Probability of false alarm Higher-Order Spectra Accurate tool Emotional states HOS WHY? Feature Normalization Y = norm -2Y' + Y' + Y' s max s s min Y' + Y' s min s max Innovations Innovations Using higher order spectra in neuro-marketing application to EEG signal analysis [1] M. Yadava, P. Kumar, R. Saini, P. P. Roy, and D. P. Dogra, “Analysis of EEG signals and its application to neuromarketing,” Multimedia Tools and Applications, vol. 76, no. 18, pp. 19087–19111, 2017. [2] C. Morin, “Neuromarketing: the new science of consumer behavior,” Society, vol. 48, no. 2, pp. 131–135, 2011. [3] G. Vecchiato et al., “On the use of EEG or MEG brain imaging tools in neuromarketing research,” Computational intelligence and neuroscience, vol. 2011, p. 3, 2011. [4] V. Sebastian, “Neuromarketing and evaluation of cognitive and emotional responses of consumers to marketing stimuli.,” Procedia-Social and Behavioral Sciences, vol. 127, pp. 753–757, 2014. [5] R. N. Khushaba, C. Wise, S. Kodagoda, J. Louviere, B. E. Kahn, and C. Townsend, “Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking,” Expert Systems with Applications, vol. 40, no. 9, pp. 3803–3812, 2013. [6] P. Golnar-Nik, S. Farashi, and M.-S. Safari, “The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study,” Physiology & behavior, vol. 207, pp. 90–98, 2019. References Data Description