Abstrato

Analyzing the impact of neuromarketing to promote brand image based on EEG signals

Hamed Hakkak

Nervous marketing with the activation of the attention of individuals, subconsciously moves people's minds towards the advertised brand and neutralizes involuntary behaviors. This ability is essential for rational functions. In this study, the main goal is to see understandable changes in the EEG signal through exposure-free advertising, during the neurological marketing. Advertising is on a brand and tablet brand and is aimed at promoting a brand. In this regard, images of the logo of the brands are displayed in two stages in succession (between the two stages, the ad is displayed) and simultaneously, the brain signal is recorded. After the signal is prepared, features are extracted in three frequency, time-frequency and non-linear sections, and the optimal extraction algorithm and classification-based feature are characterized by the optimal characteristics and given to the classifier, in accordance with Objectives given to it determine which subject is in the classification. According to a questionnaire defined at the beginning and the end of the protocol, four classes are determined (positive effect of the advertisement, somewhat effective, neutral effect and negative impact). After reviewing the results, it became clear that advertisements had attracted more people's attention than advertised brands. After implementing the protocol and comparing the results of the questionnaire and the classifiers, the project was performed with an acceptable error of 4.78% (ann) and 8.37% (svm).