How does priming influence people's decision? Quantitative analysis of EEG and eye movement II

The basic principle of priming involves stimulation of sensitivity to certain stimuli due to previous exposure to related stimulus. Such priming effects could possibly influence attitude and evaluation towards an image. In the realm of advertising, a successful product evaluation would likely depend...

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Main Author: Soh, Wee Liang.
Other Authors: School of Electrical and Electronic Engineering
Format: Final Year Project
Language:English
Published: 2013
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Online Access:http://hdl.handle.net/10356/52961
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-529612023-07-07T15:51:04Z How does priming influence people's decision? Quantitative analysis of EEG and eye movement II Soh, Wee Liang. School of Electrical and Electronic Engineering DSO National Laboratories Justin Dauwels DRNTU::Engineering::Electrical and electronic engineering DRNTU::Engineering::Bioengineering The basic principle of priming involves stimulation of sensitivity to certain stimuli due to previous exposure to related stimulus. Such priming effects could possibly influence attitude and evaluation towards an image. In the realm of advertising, a successful product evaluation would likely depend on careful selection of primes. Current popular methods in evaluating priming effect of consumers’ attitude and intention, such as self-evaluation questionnaires, are not standardized and effective. In this project, the influence of subliminal priming on subjects’ perception of visual stimuli and decision-making by quantitative analysis of ERPs was studied. EEG data was acquired from forty subjects across three different priming conditions. The data mining process, includes signal enhancement, component analysis, feature selection and discriminant analysis, was applied in the study. The study compared normal averaging and Woody averaging techniques to investigate the latency jitters effect. In particular, windowed mean amplitude was applied for component analysis. The study focused on latency at early window, N100, and late window, P300 for evaluation involved in perception and decision-making process respectively. In particular, normal averaged ERP yielded significant results in the component analysis. Further study was carried out using SVM binary and multi-class classifier. Highest results of classification of priming conditions were obtained from the features selection studied earlier. Hence, it is evident that priming effect is influential to subjects’ evaluation of image or advertisement with the encouraging results of the component analysis and classification in line with previous literature. Bachelor of Engineering 2013-05-29T05:51:21Z 2013-05-29T05:51:21Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/52961 en Nanyang Technological University 117 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Engineering::Electrical and electronic engineering
DRNTU::Engineering::Bioengineering
spellingShingle DRNTU::Engineering::Electrical and electronic engineering
DRNTU::Engineering::Bioengineering
Soh, Wee Liang.
How does priming influence people's decision? Quantitative analysis of EEG and eye movement II
description The basic principle of priming involves stimulation of sensitivity to certain stimuli due to previous exposure to related stimulus. Such priming effects could possibly influence attitude and evaluation towards an image. In the realm of advertising, a successful product evaluation would likely depend on careful selection of primes. Current popular methods in evaluating priming effect of consumers’ attitude and intention, such as self-evaluation questionnaires, are not standardized and effective. In this project, the influence of subliminal priming on subjects’ perception of visual stimuli and decision-making by quantitative analysis of ERPs was studied. EEG data was acquired from forty subjects across three different priming conditions. The data mining process, includes signal enhancement, component analysis, feature selection and discriminant analysis, was applied in the study. The study compared normal averaging and Woody averaging techniques to investigate the latency jitters effect. In particular, windowed mean amplitude was applied for component analysis. The study focused on latency at early window, N100, and late window, P300 for evaluation involved in perception and decision-making process respectively. In particular, normal averaged ERP yielded significant results in the component analysis. Further study was carried out using SVM binary and multi-class classifier. Highest results of classification of priming conditions were obtained from the features selection studied earlier. Hence, it is evident that priming effect is influential to subjects’ evaluation of image or advertisement with the encouraging results of the component analysis and classification in line with previous literature.
author2 School of Electrical and Electronic Engineering
author_facet School of Electrical and Electronic Engineering
Soh, Wee Liang.
format Final Year Project
author Soh, Wee Liang.
author_sort Soh, Wee Liang.
title How does priming influence people's decision? Quantitative analysis of EEG and eye movement II
title_short How does priming influence people's decision? Quantitative analysis of EEG and eye movement II
title_full How does priming influence people's decision? Quantitative analysis of EEG and eye movement II
title_fullStr How does priming influence people's decision? Quantitative analysis of EEG and eye movement II
title_full_unstemmed How does priming influence people's decision? Quantitative analysis of EEG and eye movement II
title_sort how does priming influence people's decision? quantitative analysis of eeg and eye movement ii
publishDate 2013
url http://hdl.handle.net/10356/52961
_version_ 1772826562310176768