Neuromarketing and Global Branding Reaction Analysis Based on Real-Time Monitoring of Multiple Consumer's Biosignals and Emotions

Abstract

Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. Multicultural influences and societal conditions are also crucial aspects to consider from a global perspective. Applying neuroscience tools and techniques in international marketing and consumer behavior is an emergent and multidisciplinary field that aims to understand consumers' thoughts, reactions, and selection processes in branding and sales. This study focuses on real-time monitoring of different physiological signals using eye-tracking, facial expressions recognition, and Galvanic Skin Response (GSR) acquisition methods to analyze consumers' responses, detect emotional arousal, measure attention or relaxation levels, analyze perception, consciousness, memory, learning, motivation, preference, and decision-making. The primary purpose of this research was to monitor human subjects' reactions to these signals during an experiment designed in three phases consisting of different types of branding advertisements. The non-advertisement exposition was also monitored during the gathering of survey responses at the end of each phase. A feature extraction module was implemented with a data analytics module to calculate statistical metrics and decision-making supporting tools based on Principal Component Analysis (PCA) and Feature Importance (FI) determination based on the Random Forest technique. The results indicate that when compared to image ads, video ads are more effective in attracting consumers' attention and creating more emotional arousal.

Keywords: neuromarketing, Branding Reaction, Consumer Biosignal, neurosciences, Galvanic Skin Response, eye-tracking, consumer decision-making