Decision-making analysis using arduino-based Electroencephalography (EEG): an exploratory study for marketing strategy

Business technology has brought conventional marketing methods to the next level. These emerging integrated technologies has contributed to the growth and understanding of the consumer decision making process. Several studies have attempted to evaluate media content, especially on video advertising...

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Main Authors: Yazid, Ahmad Faiz, Mohd, Siti Munirah, Ali Khan, Abdul Razzak Khan Rustum, Kamarudin, Shafinah, Mohamad Jan, Nurhidaya
Format: Article
Language:English
Published: The Science and Information 2020
Online Access:http://psasir.upm.edu.my/id/eprint/88346/1/ABSTRACT.pdf
http://psasir.upm.edu.my/id/eprint/88346/
https://thesai.org/Publications/ViewPaper?Volume=11&Issue=9&Code=IJACSA&SerialNo=27
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spelling my.upm.eprints.883462022-11-24T01:36:58Z http://psasir.upm.edu.my/id/eprint/88346/ Decision-making analysis using arduino-based Electroencephalography (EEG): an exploratory study for marketing strategy Yazid, Ahmad Faiz Mohd, Siti Munirah Ali Khan, Abdul Razzak Khan Rustum Kamarudin, Shafinah Mohamad Jan, Nurhidaya Business technology has brought conventional marketing methods to the next level. These emerging integrated technologies has contributed to the growth and understanding of the consumer decision making process. Several studies have attempted to evaluate media content, especially on video advertising or TV commercials using various neuroimaging techniques such as the electroencephalography (EEG) device. Currently, the use of neuroscience in Malaysia’s marketing research is very limited due to its limited adoption as an emerging technology in this field. This research uncovers the neuroscientific approach, particularly through the use of an EEG device; examining consumers’ responses in terms of brain wave signals and cognition. A proposed theoretical framework on the factors affecting visual stimulus (movement, color, shape, and light) during the decision-making process by watching video advertising had been customized using two conceptual models of sensory stimulation. Ten respondents participated in the experiment to investigate the spectral changes of alpha brain wave signals detected in the occipital lobe. A 2-channel Arduino-based EEG device from Backyard Brains and Spike Recorder software was used to analyze the EEG signal through Fast Fourier Transform (FFT) method. Results obtained from the investigated population showed that there was statistically significant brain wave activity during the observation of the video advertising which demonstrated the interconnection with short-term memory through visual stimulus. Application of the neuroscience tool helped to explore consumer brain responses towards marketing stimuli with regards to the consumers’ decision-making processes. This study manifests a useful tool for neuromarketing and concludes with a discussion, together with recommendations on the way forward. The Science and Information 2020 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/88346/1/ABSTRACT.pdf Yazid, Ahmad Faiz and Mohd, Siti Munirah and Ali Khan, Abdul Razzak Khan Rustum and Kamarudin, Shafinah and Mohamad Jan, Nurhidaya (2020) Decision-making analysis using arduino-based Electroencephalography (EEG): an exploratory study for marketing strategy. International Journal of Advanced Computer Science and Applications, 11 (9). 236 - 243. ISSN 2158-107X; ESSN: 2156-5570 https://thesai.org/Publications/ViewPaper?Volume=11&Issue=9&Code=IJACSA&SerialNo=27 10.14569/IJACSA.2020.0110927
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Business technology has brought conventional marketing methods to the next level. These emerging integrated technologies has contributed to the growth and understanding of the consumer decision making process. Several studies have attempted to evaluate media content, especially on video advertising or TV commercials using various neuroimaging techniques such as the electroencephalography (EEG) device. Currently, the use of neuroscience in Malaysia’s marketing research is very limited due to its limited adoption as an emerging technology in this field. This research uncovers the neuroscientific approach, particularly through the use of an EEG device; examining consumers’ responses in terms of brain wave signals and cognition. A proposed theoretical framework on the factors affecting visual stimulus (movement, color, shape, and light) during the decision-making process by watching video advertising had been customized using two conceptual models of sensory stimulation. Ten respondents participated in the experiment to investigate the spectral changes of alpha brain wave signals detected in the occipital lobe. A 2-channel Arduino-based EEG device from Backyard Brains and Spike Recorder software was used to analyze the EEG signal through Fast Fourier Transform (FFT) method. Results obtained from the investigated population showed that there was statistically significant brain wave activity during the observation of the video advertising which demonstrated the interconnection with short-term memory through visual stimulus. Application of the neuroscience tool helped to explore consumer brain responses towards marketing stimuli with regards to the consumers’ decision-making processes. This study manifests a useful tool for neuromarketing and concludes with a discussion, together with recommendations on the way forward.
format Article
author Yazid, Ahmad Faiz
Mohd, Siti Munirah
Ali Khan, Abdul Razzak Khan Rustum
Kamarudin, Shafinah
Mohamad Jan, Nurhidaya
spellingShingle Yazid, Ahmad Faiz
Mohd, Siti Munirah
Ali Khan, Abdul Razzak Khan Rustum
Kamarudin, Shafinah
Mohamad Jan, Nurhidaya
Decision-making analysis using arduino-based Electroencephalography (EEG): an exploratory study for marketing strategy
author_facet Yazid, Ahmad Faiz
Mohd, Siti Munirah
Ali Khan, Abdul Razzak Khan Rustum
Kamarudin, Shafinah
Mohamad Jan, Nurhidaya
author_sort Yazid, Ahmad Faiz
title Decision-making analysis using arduino-based Electroencephalography (EEG): an exploratory study for marketing strategy
title_short Decision-making analysis using arduino-based Electroencephalography (EEG): an exploratory study for marketing strategy
title_full Decision-making analysis using arduino-based Electroencephalography (EEG): an exploratory study for marketing strategy
title_fullStr Decision-making analysis using arduino-based Electroencephalography (EEG): an exploratory study for marketing strategy
title_full_unstemmed Decision-making analysis using arduino-based Electroencephalography (EEG): an exploratory study for marketing strategy
title_sort decision-making analysis using arduino-based electroencephalography (eeg): an exploratory study for marketing strategy
publisher The Science and Information
publishDate 2020
url http://psasir.upm.edu.my/id/eprint/88346/1/ABSTRACT.pdf
http://psasir.upm.edu.my/id/eprint/88346/
https://thesai.org/Publications/ViewPaper?Volume=11&Issue=9&Code=IJACSA&SerialNo=27
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score 13.18916