TY - GEN
T1 - A review of data-driven techniques for neuromarketing
AU - Li, Baorui
AU - Wang, Yi
AU - Wang, Kesheng
AU - Zhang, Dong
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
PY - 2023/1/26
Y1 - 2023/1/26
N2 - Recent years, Fusion neuroscience and cognitive science applied in psychology, sociology, economics, management become the new research fields. Combined with the latest marketing condition, using the method of neural cognitive science to explore Subjects’ behaviour and dig out the decision-making principle of the subject’s neural activity level, and make a deep interpretation of the subject’s behavior. Then the appropriate marketing strategy was produced. In this paper, based on the latest international papers published in this field, researchers analyzed the research mechanism of neuromarketing, and reviewed the data driven technology of neuromarketing from three parts: data acquisition, preprocessing & analysis, and fusion analysis architecture. Then the advantages and disadvantages of these techniques are discussed. We expect the paper may have some reference for subsequent research.
AB - Recent years, Fusion neuroscience and cognitive science applied in psychology, sociology, economics, management become the new research fields. Combined with the latest marketing condition, using the method of neural cognitive science to explore Subjects’ behaviour and dig out the decision-making principle of the subject’s neural activity level, and make a deep interpretation of the subject’s behavior. Then the appropriate marketing strategy was produced. In this paper, based on the latest international papers published in this field, researchers analyzed the research mechanism of neuromarketing, and reviewed the data driven technology of neuromarketing from three parts: data acquisition, preprocessing & analysis, and fusion analysis architecture. Then the advantages and disadvantages of these techniques are discussed. We expect the paper may have some reference for subsequent research.
KW - data mining
KW - Neural signals
KW - Data fusion
KW - neuroscience
KW - Neuroscience
KW - Data mining
UR - https://www.scopus.com/pages/publications/85149954531
U2 - 10.1007/978-981-19-9338-1_88
DO - 10.1007/978-981-19-9338-1_88
M3 - Conference contribution
SN - 9789811993374
T3 - Lecture Notes in Electrical Engineering
SP - 748
EP - 755
BT - Advanced Manufacturing and Automation XII
A2 - Wang, Yi
A2 - Yu, Tao
A2 - Wang, Kesheng
PB - Springer
T2 - Advanced Manufacturing and Automation XII (IWAMA 2022)
Y2 - 1 November 2022 through 2 November 2022
ER -