A Brain Computer Interface Based Neuromarketing Tool for the Fine-grained Analysis of Consumers' Affective Attitude and Purchase Intention 

Avatar for Vinod A PRASAD
Vinod A PRASAD    
Professor

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Avatar for Jeff Ng (mashwire Pte LTD.)
Jeff NG (Mashwire Pte Ltd.)    
Researcher
Avatar for Matavalam Chandu PRIYA
Matavalam Chandu PRIYA    
Researcher

This project seeks to reveal true consumer behaviour by analysing brain rhythms.

Traditional neuromarketing relies on conscious feedback, such as surveys and questionnaires, overlooking the unconscious drivers of consumer behaviour.

Project Deliverables/Outcomes/Impact:
  • Companies will be able to know their consumers' purchase action, purchase intention, and the sales uplift of their products.


     

 

A flowchart titled "Study Methodology" outlining five stages: Stage 1 involves recruiting and familiarizing participants; Stage 2 covers baseline cognitive assessments using EEG; Stage 3 and 4 involve conducting studies using product images and advertisement videos while monitoring with EEG and eye-tracking; Stage 5 focuses on data analysis to detect affective attitudes, emotions, and activation patterns.