Advanced Analytics and Deep Learning Models

8A Proposed LSTM-Based Neuromarketing Model for Consumer Emotional State Evaluation Using EEG

Rupali Gill* and Jaiteg Singh

Chitkara University Institute of Engineering and Technology, Chitkara University, Punjab, India

Abstract

Contemporary marketing methodologies like television commercials, newspaper advertisements, and billboards are used by marketers to sell products because they do not understand the psychology of the consumer toward a point of purchase. The advancement in the field of technology during the last decade has allowed various researchers to measure neurophysiological parameters to predict human buying behavior for better marketing. This research study aims to bridge the gap between traditional market research and neuromarketing research. EEG-based emotional state assessment in neuromarketing has been widely used. The major gap of neuromarketing is the lack of research work in machine learning methods for predicting and classifying customer preferences. Various approaches to machine learning for predicting and classifying user preferences have been thoroughly studied. An LSTM-based approach is adopted to detect consumer emotional states by using DEAP EEG signals. The findings showed that the proposed LSTM model can be used for EEG-based emotion recognition.

Keywords: Neuromarketing, brain-computer interface, deep learning, deep neural networks, EEG (electroencephalograph)

8.1 Introduction

Emotions play a key role player in humans’ life, not only in interaction ...