Project Overview
This project develops an integrated hardware/software BCI-based neuromarketing tool for fine-grained analysis of consumers’ affective attitude, attention and purchase intention in response to products and advertising content.
Background and Motivation
Traditional marketing approaches rely heavily on surveys, ratings and other subjective feedback. Such approaches may not capture real-time unconscious responses to advertisements. EEG-based neuromarketing can provide complementary information related to attention, emotion, affective attitude, mental saliency and purchase intention.
Objective
Develop a functional BCI-based neuromarketing prototype that uses EEG to detect purchase intention and affective attitude toward marketing campaigns before release to the market.
Proposed System
- Familiarise participants with EEG and eye-tracking study protocols.
- Perform baseline assessment of relevant cognitive variables.
- Conduct product-image studies using EEG and eye tracking.
- Conduct advertisement-video studies using EEG and eye tracking.
- Analyse affective attitude, appetition/aversion, emotion, activation maps and salient spatial or temporal segments.
- Investigate neural patterns associated with purchase intention.
Potential Impact
- Support data-driven, emotion-aware marketing.
- Identify neural markers of interest and attention that can inform advertisement design.
- Complement posteriori user-feedback methods with neuromarketing-derived information.
