Issue

Vol. 8, No. 3, August 2023

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Spatial and Spectral EEG Signal Analysis with Case Study of Slogans on Consumer’s Behaviour

https://doi.org/10.22219/kinetik.v8i3.1747
Hilman Fauzi Tresna
Telkom University
Daulika Pratiwi
Telkom University
Maya Ariyanti
Telkom University
Adryan Fauzi
Telkom University

Corresponding Author(s) : Hilman Fauzi Tresna

hilmanfauzitsp@telkomuniversity.ac.id

Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control, Vol. 8, No. 3, August 2023

Abstract

Neuromarketing utilizes neuroscientific techniques to investigate consumer behavior, providing valuable insights beyond traditional research methods such as questionnaires and interviews which may not provide a complete understanding of consumer decision-making processes. Electroencephalography (EEG) has emerged as a promising tool for analyzing consumer responses to marketing stimuli. Nevertheless, the neural processing of slogans and their impact on short-term memory recall using EEG signals remains understudied. This research aims to bridge this gap by examining the neural activity associated with the recall of slogans using EEG analysis. By employing a spatial selection and spectral processing method, which involves Butterworth BPF filtering and L2-norm normalization to identify optimal channel combinations, active brain areas involved in slogan processing can be identified. Results reveal prominent activation in the frontal and occipital regions, particularly the F4 channel, indicating active recall and visual processing in individuals who correctly respond to slogans. These findings underscore the significance of slogans as visual marketing stimuli and offer insights for effective branding strategies. Leveraging EEG signals and understanding short-term memory processes enables marketers to optimize the impact of slogans on consumer engagement and brand recognition.

Keywords

Neuromarketing Signal Processing Electroencephalograph Short Term Memory Visual Slogans
Tresna, H. F., Pratiwi, D., Ariyanti, M., & Fauzi, A. (2023). Spatial and Spectral EEG Signal Analysis with Case Study of Slogans on Consumer’s Behaviour. Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control, 8(3). https://doi.org/10.22219/kinetik.v8i3.1747
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX
References
  1. Alsharif, A. H., Salleh, N. Z. M., Baharun, Rohaizat, & Yusoff, M. E, “Consumer Behaviour Through Neuromarketing Approach,” Journal of Contemporary Issues in Business and Government, vol. 27, no. 03, Apr. 2021. https://doi.org/10.47750/cibg.2021.27.03.048
  2. Hooi Nee.Oon, A.Saidatul, and Z.Ibrahim, “Analysis on Non-Linear Features of Electroencephalogram (EEG) Signal for Neuromarketing Application,” IEEE Computer Society. Malaysia Chapter Institute of Electrical and Electronics Engineers, 2018.
  3. F. S. Rawnaque et al., “Technological advancements and opportunities in Neuromarketing: a systematic review,” Brain Informatics, vol. 7, no. 1. Springer Science and Business Media Deutschland GmbH, Dec. 01, 2020. https://doi.org/10.1186/s40708-020-00109-x
  4. I. Wijayanto, S. Hadiyoso, and Y. Sun Hariyani, “Identifikasi Kondisi Sinyal Electroencephalogram (EEG) yang Terpapar Radiasi Sinyal Gawai 4G LTE 1800 MHz Menggunakan Learning Vector Quantization (LVQ),” 2016.
  5. L. Haldbo-Classen et al., “Cognitive impairment following radiation to hippocampus and other brain structures in adults with primary brain tumours,” Radiotherapy and Oncology, vol. 148, pp. 1–7, Jul. 2020. https://doi.org/10.1016/j.radonc.2020.03.023
  6. Dimurtadha, Melinda, Elizar, and Ernita Dewi Meutia, “Analisis Filter Finite Impulse Response (FIR) pada Sinyal Electroensephalogram (EEG),” 2019.
  7. G. Pei and T. Li, “A Literature Review of EEG-Based Affective Computing in Marketing,” Frontiers in Psychology, vol. 12. Frontiers Media S.A., Mar. 16, 2021. https://doi.org/10.3389/fpsyg.2021.602843
  8. I. A. Vorster and C. Boshoff, “The Influence of Sonic Logos in Television Advertisements: A Neuromarketing Perspective,” 2015.
  9. Amah Rakshitl and Rimita Lahiri, “Discriminating Different Color from EEG Signals using Interval-Type 2 Fuzzy Space Classifier (A Neuro-Marketing Study on the Effect of Color to Cognitive State),” 1st IEEE International Conference on Power Electronics; Intelligent Control and Energy Systems, 2016.
  10. J. Berčík, E. Horská, W. Y. R. Wang, and Chen Ying-Chun, “How can food retailing benefit from neuromarketing research: a case of various parameters of store illumination and consumer response,” 2015.
  11. Giovanni Vecchiato et al., “Enhance of theta EEG spectral activity related to the memorization of commercial advertisings in Chinese and Italian subjects,” Proceedings 2011 4th International Conference on Biomedical Engineering and Informatics, 2011.
  12. M Murugappan, Subbulakshmi Murugappan, Balaganapathy, and Celestin Gerard, “Wireless EEG Signals based Neuromarketing System using Fast Fourier Transform (FFT),” in 2014 IEEE 10th international colloquium on signal processing and its applications. IEEE, 2014.
  13. A. Gupta, R. Shreyam, R. Garg, and T. Sayed, “Correlation of Neuromarketing to Neurology,” IOP Conf Ser Mater Sci Eng, vol. 225, p. 012129, Aug. 2017. https://doi.org/10.1088/1757-899X/225/1/012129
  14. A. Madzharov, L. Block, and M. Morrin, “The Cool Scent of Power: Effects of Ambient Scent on Preferences and Choice Behavior,” Association for Consumer Research, 2014.
  15. R. Januar, H. Fauzi, M. Ariyanti, and F. Heris, “Study of Neuromarketing: Visual Influence with Decision Making on Impulse Buying,” Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control, Nov. 2021. https://doi.org/10.22219/kinetik.v6i4.1334
  16. D. Rahmadani, H. Fauzi, R. A. Lubis, and M. Ariyanti, “Study of Neuromarketing in Consumer Behavior due to Product Logos Color Changes Effect,” [CEPAT] Journal of Computer Engineering: Progress, Application and Technology, vol. 1, no. 02, p. 41, Aug. 2022. https://doi.org/10.25124/cepat.v1i02.5245
  17. S. H. Tsaur, Y. L. Liao, and C. F. Tsai, “Analyzing the important implications of tourism marketing slogans and logos in Asia Pacific nations,” Asia Pacific Journal of Tourism Research, vol. 25, no. 4, pp. 355–368, Apr. 2020. https://doi.org/10.1080/10941665.2019.1710223
  18. A. Zia, S. Younus, and F. Mirza, “Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity: the Mediating Role of Brand Awareness,” 2021.
  19. Frontier Consulting Group, “Top Brand Index,” 2019.
  20. N. Kumalasari et al., “Denoising Sinyal EEG dengan Algoritma Recursive Least Square dan Least Mean Square EEG Signal Denoising with Recursive Least Square and Least Mean Square Algorithms,” TELKA, vol. 5, no. 2, pp. 122–129, 2019.
  21. I. Arvianda, H. Fauzi, and R. Yunendah Nur, “Perancangan Sistem Deteksi Kanal Sinyal Stroke EEG Menggunakan Metode Spatial Selection the Design of Stroke EGG Channel Selection System Using Spatial Selection Method,” Agustus, vol. 7, no. 2, p. 4034, 2020.
  22. CONTEC, “CONTEC KT88-1016 Digital 16-Channel EEG Machine And Mapping System, Software,” 2019.
  23. bio-medical, “Nuprep EEG & ECG Skin Prep Gel - 3 pack of 4oz Tubes,” 2019.
  24. M. Nur Sa, R. Soelaiman, and C. Fatichah, “Penerapan Basis Non-Ortogonal Pada CMA-ES Untuk Klasifikasi Sinyal EEG,” Jurnal Teknologi Informasi dan Komunikasi, vol. 8, no. 2, pp. 23–30, 2013.
  25. L. Zhang, Z. Li, F. Zhang, R. Gu, W. Peng, and L. Hu, “Demystifying signal processing techniques to extract task-related EEG responses for psychologists,” Brain Science Advances, vol. 6, no. 3, pp. 171–188, Sep. 2020. https://doi.org/10.26599/BSA.2020.9050018
  26. N. Handayani and M. Pangestu, “Studi Q-EEG: Analisis Konektivitas Fungsional Otak Pada Anak Autism Spectrum Disorder (ASD),” Lontar Physics Today, vol. 2, no. 1, pp. 39–47, Mar. 2023. https://doi.org/10.26877/lpt.v2i1.14784
  27. A. D. Fauzan, N. Lailiyya, D. E. Kusumandari, and Y. Suratman, “Analisa Pengaruh Rangsangan Aromaterapi Lavender dan Kayu Cendana Terhadap Kualitas Tidur Berbasiskan Gelombang EEG,” 2019.
  28. A. Ullah et al., “Neuromarketing Solutions based on EEG Signal Analysis using Machine Learning,” IJACSA) International Journal of Advanced Computer Science and Applications, vol. 13, no. 1, 2022.
  29. V. Khurana et al., “A Survey on Neuromarketing Using EEG Signals,” IEEE Trans Cogn Dev Syst, vol. 13, no. 4, pp. 732–749, Dec. 2021. https://doi.org/10.1109/TCDS.2021.3065200
Read More

Author Biography

Hilman Fauzi Tresna, Telkom University

Scopus Profile: 57195590053

Google Scholar Profile: NWormb4AAAAJ

SINTA Profile: 5974679

Download this PDF file
PDF
Statistic
Read Counter : 5 Download : 0

Downloads

Download data is not yet available.