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A review of data-driven techniques for neuromarketing

  • Baorui Li
    ,
  • Yi Wang
    ,
  • Kesheng Wang
    ,
  • Dong Zhang
Research Output: Chapter in Book/Report/Conference proceeding Conference contribution Peer-review

Abstract

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.

Publication Information

Output type

Research Output: Chapter in Book/Report/Conference proceeding Conference contribution Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 748-755 (8 pages)

Publication milestones

  • Published - 26/01/2023

Publication status

Published - 26/01/2023

Publisher

Springer, Japan, India, Australia, Germany, United States, United Arab Emirates, Austria, Switzerland, Italy, China, United Kingdom, Netherlands, Brazil, France, Singapore

Publication series

  • Publication series name: Lecture Notes in Electrical Engineering
    ISSN (Print): 1876-1100
    ISSN (Electronic): 1876-1119
    Volume: 994 LNEE

ISBN (Print)

9789811993374

External Publication IDs

  • handle.net: 10547/626888
  • Scopus: 85149954531

Host publication title

Advanced Manufacturing and Automation XII

Host publication editors

  • Yi Wang
  • Tao Yu
  • Kesheng Wang

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