Abstract
Affect plays an important role in the consumer decision-making process and there is growing interest in the development of new technologies and computational approaches that can interpret and recognize the affects of consumers, with benefits for marketing described in relation to both academia and industry. From an interdisciplinary perspective, this paper aims to review past studies focused on electroencephalography (EEG)-based affective computing (AC) in marketing, which provides a promising avenue for studying the mechanisms underlying affective states and developing recognition computational models to predict the psychological responses of customers. This review offers an introduction to EEG technology and an overview of EEG-based AC; provides a snapshot of the current state of the literature. It briefly presents the themes, challenges, and trends in studies of affect evaluation, recognition, and classification; and further proposes potential guidelines for researchers and marketers.
Funder
China Postdoctoral Science Foundation
Cited by
17 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献