IMPACT OF SOCIALLY RELEVANT COMMERCIALS ON CONSUMER BEHAVIOR: AN EMOTION RECOGNITION BASED STUDY USING EEG IMAGING
Journal Title: World Journal of Engineering Research and Technology - Year 2017, Vol 3, Issue 3
Abstract
Neuromarketing is a novel domain that tends to combine the diverse fields of psychology, economics and signal processing. The basic motive behind this research is to formulate the most suitable technique for designing an effective advertisement. The secondary motive is to assess the effects of advertisements on human cognition such that the ‘Buy Button’ in a consumer’s mind can be clicked. It traces the subconscious and unconscious mind of a prospective consumer. A wireless EEG recording headset with 14 channels is used to collect the bio signals from participants who are shown a series of pleasant, happy, serious and fearful advertisements. The results from Higuchi’s algorithm and the maximum power matched the stated hypothesis. The results also showed that social advertisements with celebrity and commercials with strong content could influence the prospective consumer. The outcomes were also helpful in classifying the different emotions of consumers attached with a particular advertisement.
Authors and Affiliations
Rajesh Kumar
Keywords
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