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Decoding Three Different Preference Levels of Consumers Using Convolutional Neural Network: A Functional Near-Infrared Spectroscopy Study

Authors :
Kunqiang Qing
Ruisen Huang
Keum-Shik Hong
Source :
Frontiers in Human Neuroscience, Vol 14 (2021)
Publication Year :
2021
Publisher :
Frontiers Media S.A., 2021.

Abstract

This study decodes consumers' preference levels using a convolutional neural network (CNN) in neuromarketing. The classification accuracy in neuromarketing is a critical factor in evaluating the intentions of the consumers. Functional near-infrared spectroscopy (fNIRS) is utilized as a neuroimaging modality to measure the cerebral hemodynamic responses. In this study, a specific decoding structure, called CNN-based fNIRS-data analysis, was designed to achieve a high classification accuracy. Compared to other methods, the automated characteristics, constant training of the dataset, and learning efficiency of the proposed method are the main advantages. The experimental procedure required eight healthy participants (four female and four male) to view commercial advertisement videos of different durations (15, 30, and 60 s). The cerebral hemodynamic responses of the participants were measured. To compare the preference classification performances, CNN was utilized to extract the most common features, including the mean, peak, variance, kurtosis, and skewness. Considering three video durations, the average classification accuracies of 15, 30, and 60 s videos were 84.3, 87.9, and 86.4%, respectively. Among them, the classification accuracy of 87.9% for 30 s videos was the highest. The average classification accuracies of three preferences in females and males were 86.2 and 86.3%, respectively, showing no difference in each group. By comparing the classification performances in three different combinations (like vs. so-so, like vs. dislike, and so-so vs. dislike) between two groups, male participants were observed to have targeted preferences for commercial advertising, and the classification performance 88.4% between “like” vs. “dislike” out of three categories was the highest. Finally, pairwise classification performance are shown as follows: For female, 86.1% (like vs. so-so), 87.4% (like vs. dislike), 85.2% (so-so vs. dislike), and for male 85.7, 88.4, 85.1%, respectively.

Details

Language :
English
ISSN :
16625161
Volume :
14
Database :
Directory of Open Access Journals
Journal :
Frontiers in Human Neuroscience
Publication Type :
Academic Journal
Accession number :
edsdoj.03bb607b5c1f4f9aab376b23c2065f4f
Document Type :
article
Full Text :
https://doi.org/10.3389/fnhum.2020.597864