Emotion and Concentration Integrated System: Applied to the Detection and Analysis of Consumer Preference

Hsu, Wei-Yen
Lu, Jun-Yi
Chien, Chih-Chia
Hsieh, Meng-Chiu
Wang, Yu-Hsiang
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With the expansion of consumer market, the appearance becomes an important issue when consumers make decisions under the situation of similar qualities and contents. Accordingly, to attract consumers, companies cost and take much attention on product appearance. Compared to using questionnaires individually, obtaining humans’ thoughts directly from their brains can accurately grasp the actual preference of consumers, which can provide effective and precious decisions for companies. \ In this study, consumers’ brainwaves which are related to concentration and emotion are extracted by wearing a portable and wireless Electroencephalography (EEG) device. The extracted EEG data are then trained by using perceptron learning algorithm (PLA) to make the judgments of concentration and emotion work well with each subject. They are then applied to the detection and analysis of consumer preference. Finally, the questionnaires are also performed and used as the reference on training process. They are integrated with brainwaves data to create one prediction model which can improve the accuracy significantly. The Partial Least Squares is used to compare the correlation between different factors in the model, to ensure the test can accurately meet consumers’ thoughts.
brainwave; consumer preference; Electroencephalography(EEG); concentration; emotion; training; perceptron learning algorithm (PLA)
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