Independent component analysis, a new concept?
Signal Processing - Special issue on higher order statistics
Uncertainty and Information: Foundations of Generalized Information Theory
Uncertainty and Information: Foundations of Generalized Information Theory
Multivariate denoising using wavelets and principal component analysis
Computational Statistics & Data Analysis
NeuroPhone: brain-mobile phone interface using a wireless EEG headset
Proceedings of the second ACM SIGCOMM workshop on Networking, systems, and applications on mobile handhelds
A smartphone interface for a wireless EEG headset with real-time 3D reconstruction
ACII'11 Proceedings of the 4th international conference on Affective computing and intelligent interaction - Volume Part II
Expert Systems with Applications: An International Journal
Using mutual information for selecting features in supervised neural net learning
IEEE Transactions on Neural Networks
Choice modeling and the brain: A study on the Electroencephalogram (EEG) of preferences
Expert Systems with Applications: An International Journal
A user study of visualization effectiveness using EEG and cognitive load
EuroVis'11 Proceedings of the 13th Eurographics / IEEE - VGTC conference on Visualization
The relationship between preference and stare duration on bicycle
DUXU'13 Proceedings of the Second international conference on Design, User Experience, and Usability: web, mobile, and product design - Volume Part IV
Expert Systems with Applications: An International Journal
Hi-index | 12.05 |
Application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchange has recently gained research attention. The basic aim is to guide design and presentation of products to optimize them to be as compatible as possible with consumer preferences. This paper investigates physiological decision processes while participants undertook a choice task designed to elicit preferences for a product. The task required participants to choose their preferred crackers described by shape (square, triangle, round), flavor (wheat, dark rye, plain) and topping (salt, poppy, no topping). The two main research objectives were (1) to observe and evaluate the cortical activity of the different brain regions and the interdependencies among the Electroencephalogram (EEG) signals from these regions; and (2) unlike most research in this area that has focused mainly on liking/disliking certain products, we provide a way to quantify the importance of different cracker features that contribute to the product design based on mutual information. We used the commercial Emotiv EPOC wireless EEG headset with 14 channels to collect EEG signals from participants. We also used a Tobii-Studio eye tracker system to relate the EEG data to the specific choice options (crackers). Subjects were shown 57 choice sets; each choice set described three choice options (crackers). The patterns of cortical activity were obtained in the five principal frequency bands, Delta (0-4Hz), Theta (3-7Hz), Alpha (8-12Hz), Beta (13-30Hz), and Gamma (30-40Hz). There was a clear phase synchronization between the left and right frontal and occipital regions indicating interhemispheric communications during the chosen task for the 18 participants. Results also indicated that there was a clear and significant change (p