Electroencephalography (EEG) - Based Neuromarketing: Predicting Favourable and Unfavourable Consumer Reactions Using ML Techniques

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EEG-based techniques predict consumer reactions, showing promise for understanding decision-making processes.
A maximum accuracy of 0.62 was achieved with Naïve Bayes and SVM classifiers in subject-dependent analyses.
Utilizing EEG markers like alpha and beta bands can enhance comprehension of consumer attention and engagement.
The findings have potential implications for marketing strategies and clinical applications in understanding consumer psychology.

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Observational analysis identifies consumer behaviour responses in ads using EEG and machine learning, suggesting new marketing insights.

Velammal et al. (2025) studied this question.

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