EEG-based marketing

• Main Author: Mohammad Rizqi Hafiyyandi.
• Other Authors: Olga Sourina
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Visual arts and music::Animation; DRNTU::Social sciences::Psychology::Affection and emotion; DRNTU::Business::Advertising::Advertising method; DRNTU::Engineering::Electrical and electronic engineering::Electronic systems
• Online Access: http://hdl.handle.net/10356/50970
• Institution: Nanyang Technological University

Recent improvements in information technologies have encouraged shifts and innovations in media, marketing, and advertising industry. Practitioners and researches are looking for alternative ways to understand and engage consumers, and findings of neuroscience have paved the way to scrutinise both conscious and subconscious human behavior. This final year project report elaborates the theoretical and the practical process of creation of an emotion-adaptive advertisement. Theories on marketing and advertising, visual processing, emotion model and induction, as well as emotion recognition using EEG signal are investigated. Implementation tools and software are reviewed. The proposed emotion-adaptive advertisement uses different visual stimuli to induce valence, arousal, and dominance levels of emotion. It receives emotion labels from processed EEG signal from a neuroheadset. Multiple levels of induction stimuli were created in the case of viewers who are less perceptible to emotion induction stimuli.