Estudi de neuromàrqueting basat en aprenentatge automàtic

Salvadó Tàpies, Jordi

Estudi de neuromàrqueting basat en aprenentatge automàtic

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Citation

Salvadó Tàpies, J. Estudi de neuromàrqueting basat en aprenentatge automàtic. 2014. handle: http://hdl.handle.net/10230/22903

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Abstract

Currently, the curiosity to understand how the human brain works and create brain-computer interfaces (BCI) has increased considerably due the great interest in figure out the biological foundations of thoughts, people’s emotions, as well as trying to simulate the human brain with computers. In this record, we extract the signals produced by the brain activation to visual/ stimulus associated with the marketing technique of non-invasive electroencephalogram (EEG). The signal extracted with electrodes has to be filtered, amplified and processed, as they are low intensity signals and produce unwanted artifacts. Once the signal is filtered, we extract excitement or relaxation descriptors (Arousal) and negative or positive status (Valence), in order to obtain an estimate of the emotional state of a person. Using these emotional indicators, we apply machine learning algorithms to predict purchasing behaviors of a group of people in the marketing context.