Data Fusion in Neuromarketing: Multimodal Analysis of Biosignals, Lifecycle Stages, Current Advances, Datasets, Trends, and Challenges

26 Pages Posted: 16 Aug 2023

See all articles by MARIO QUILES PEREZ

MARIO QUILES PEREZ

University of Murcia

ENRIQUE TOMAS MARTINEZ BELTRAN

University of Murcia

SERGIO LOPEZ BERNAL

University of Murcia

Eduardo Horna Prat

affiliation not provided to SSRN

Luis Montesano Del Campo

affiliation not provided to SSRN

Lorenzo Fernández Maimó

University of Murcia

ALBERTO HUERTAS CELDRAN

University of Zurich

Abstract

The primary goal of any company is to increase its profits by improving both the quality of its products and how they are advertised. In this context, neuromarketing seeks to enhance the promotion of products and generate a greater acceptance on potential buyers. Traditionally, neuromarketing studies have relied on a single biosignal to obtain feedback from presented stimuli. However, thanks to new devices and technological advances studying this area of knowledge, recent trends indicate a shift towards the fusion of diverse biosignals. An example is the usage of electroencephalography for understanding the impact of an advertisement at the neural level and visual tracking to identify the stimuli that induce such impacts. This emerging pattern determines which biosignals to employ for achieving specific neuromarketing objectives. Furthermore, the fusion of data from multiple sources demands advanced processing methodologies. Despite these complexities, there is a lack of literature that adequately collates and organizes the various data sources and the applied processing techniques for the research objectives pursued. To address these challenges, the current paper conducts a comprehensive analysis of the objectives, biosignals, and data processing techniques employed in neuromarketing research. This study provides both the technical definition and a graphical distribution of the elements under revision. Additionally, it presents a categorization based on research objectives and provides an overview of the combinatory methodologies employed. After this, the paper examines primary public datasets designed for neuromarketing research together with others whose main purpose is not neuromarketing, but can be used for this matter. Ultimately, this work provides a historical perspective on the evolution of techniques across various phases over recent years and enumerates key lessons learned.

Keywords: data fusion, Neuromarketing, Biosignals, Life Cycle, Brain-Computer Interfaces, Biosensors

Suggested Citation

QUILES PEREZ, MARIO and MARTINEZ BELTRAN, ENRIQUE TOMAS and LOPEZ BERNAL, SERGIO and Horna Prat, Eduardo and Montesano Del Campo, Luis and Fernández Maimó, Lorenzo and HUERTAS CELDRAN, ALBERTO, Data Fusion in Neuromarketing: Multimodal Analysis of Biosignals, Lifecycle Stages, Current Advances, Datasets, Trends, and Challenges. Available at SSRN: https://ssrn.com/abstract=4543003 or http://dx.doi.org/10.2139/ssrn.4543003

MARIO QUILES PEREZ (Contact Author)

University of Murcia ( email )

ENRIQUE TOMAS MARTINEZ BELTRAN

University of Murcia ( email )

SERGIO LOPEZ BERNAL

University of Murcia ( email )

Eduardo Horna Prat

affiliation not provided to SSRN ( email )

No Address Available

Luis Montesano Del Campo

affiliation not provided to SSRN ( email )

No Address Available

Lorenzo Fernández Maimó

University of Murcia ( email )

Avda Teniente Flomesta, 5
Murcia, 30100
Spain

ALBERTO HUERTAS CELDRAN

University of Zurich ( email )

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