Mr. Zihao Lin Profile

Zihao Lin

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Proceedings Article | 23 May 2023 Paper

Neuromarketing research and EEG signal analysis

Taiming Chen, Zihao Lin, Kejing Ren, Tianxiang Ren

Proceedings Volume 12604, 126043Q (2023) https://doi.org/10.1117/12.2674634

KEYWORDS: Electroencephalography, Brain, Tunable filters, Feature extraction, Neuroscience, Functional magnetic resonance imaging, Signal filtering, Wavelets, Linear filtering, Education and training

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Recent years have witnessed a spurt of progress in different marketing strategies, resulting in an increasing number of research in how promotion could be more effective with the combination of the knowledge from other domains. Nowadays, advertising campaigns for different consumer goods in promotion and marketing have become a truistic way to better catch consumer`s eyeball as well as to increase companies` sales. In this paper we have uncovered the “irrationality” behind the consumer behavior that each choice consumers made, that is, we analyzed the consumer preference for decision making in maximizing their utility of products through unconscious processes, and this is so called “neuromarketing” So this paper gives a brief analysis along with the results of basic waves extracted from different EEG signals by comparing the variation of the waves when consumer facing different choices, using LSTM model to machine learning and to predict consumer`s choice, plus the Savitzky-Golay filter and wavelet transform as the methods used for data preprocessing and feature extraction respectively. To make it more critical and comparable, we also introduce other ways that lies in the preprocessing and feature extraction stages. However, by repeating the experiment with different variables, that are, the different methods, we have discovered that there is a kernel of limitations arise by using other methods. So, in this paper we mainly discussed the model we built based on LSTM, with informative discussion on a range of various methods and methods we used in data preprocessing and feature extraction.

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