Scopus İndeksli Yayınlar Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/395

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Subject: search.filters.subject.Neuromarketing

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  • Article
    Citation - WoS: 1
    Citation - Scopus: 1
    Prediction of Preference and Effect of Music on Preference: A Preliminary Study on Electroencephalography from Young Women
    (Tubitak Scientific & Technological Research Council Turkey, 2019-03-01) Yilmaz, Bulent; Gazeloglu, Cengiz; Altindis, Fatih
    Neuromarketing is the application of the neuroscientific approaches to analyze and understand economically relevant behavior. In this study, the effect of loud and rhythmic music in a sample neuromarketing setup is investigated. The second aim was to develop an approach in the prediction of preference using only brain signals. In this work, 19-channel EEG signals were recorded and two experimental paradigms were implemented: no music/silence and rhythmic, loud music using a headphone, while viewing women shoes. For each 10-sec epoch, normalized power spectral density (PSD) of EEG data for six frequency bands was estimated using the Burg method. The effect of music was investigated by comparing the mean differences between music and no music groups using independent two-sample t-test. In the preference prediction part sequential forward selection, k-nearest neighbors (k-NN) and the support vector machines (SVM), and 5-fold cross-validation approaches were used. It is found that music did not affect like decision in any of the power bands, on the contrary, music affected dislike decisions for all bands with no exceptions. Furthermore, the accuracies obtained in preference prediction study were between 77.5 and 82.5% for k-NN and SVM techniques. The results of the study showed the feasibility of using EEG signals in the investigation of the music effect on purchasing behavior and the prediction of preference of an individual.
  • Article
    Citation - WoS: 57
    Citation - Scopus: 76
    Like/Dislike Analysis Using EEG: Determination of Most Discriminative Channels and Frequencies
    (Elsevier Ireland Ltd, 2014-02) Yilmaz, Bulent; Korkmaz, Sumeyye; Arslan, Dilek Betul; Gungor, Evrim; Asyali, Musa H.
    In this study, we have analyzed electroencephalography (EEG) signals to investigate the following issues, (i) which frequencies and EEG channels could be relatively better indicators of preference (like or dislike decisions) of consumer products, (ii) timing characteristic of "like" decisions during such mental processes. For this purpose, we have obtained multi-channel EEG recordings from 15 subjects, during total of 16 epochs of 10 s long, while they were presented with some shoe photographs. When they liked a specific shoe, they pressed on a button and marked the time of this activity and the particular epoch was labeled as a LIKE case. No button press meant that the subject did not like the particular shoe that was displayed and corresponding epoch designated as a DISLIKE case. After preprocessing, power spectral density (PSD) of EEG data was estimated at different frequencies (4, 5, ... , 40 Hz) using the Burg method, for each epoch corresponding to one shoe presentation. Each subject's data consisted of normalized PSD values (NPVs) from all LIKE and DISLIKE cases/epochs coming from all 19 EEG channels. In order to determine the most discriminative frequencies and channels, we have utilized logistic regression, where LIKE/DISLIKE status was used as a categorical (binary) response variable and corresponding NPVs were the continuously valued input variables or predictors. We observed that when all the NPVs (total of 37) are used as predictors, the regression problem was becoming ill-posed due to large number of predictors (compared to the number of samples) and high correlation among predictors. To circumvent this issue, we have divided the frequency band into low frequency (LF) 4-19 Hz and high frequency (HF) 20-40 Hz bands and analyzed the influence of the NPV in these bands separately. Then, using the p-values that indicate how significantly estimated predictor weights are different than zero, we have determined the NPVs and channels that are more influential in determining the outcome, i. e., like/dislike decision. In the LF band, 4 and 5 Hz were found to be the most discriminative frequencies (MDFs). In the HF band, none of the frequencies seemed offer significant information. When both male and female data was used, in the LF band, a frontal channel on the left (F7-A1) and a temporal channel on the right (T6-A2) were found to be the most discriminative channels (MDCs). In the HF band, MDCs were central (Cz-A1) and occipital on the left (O1-A1) channels. The results of like timings suggest that male and female behavior for this set of stimulant images were similar. (C) 2013 Elsevier Ireland Ltd. All rights reserved.