NeuMa - the absolute Neuromarketing dataset en route to an holistic understanding of consumer behaviour

Author:

Georgiadis KostasORCID,Kalaganis Fotis P.,Riskos KyriakosORCID,Matta Eleftheria,Oikonomou Vangelis P.,Yfantidou Ioanna,Chantziaras Dimitris,Pantouvakis Kyriakos,Nikolopoulos Spiros,Laskaris Nikos A.,Kompatsiaris Ioannis

Abstract

AbstractNeuromarketing is a continuously evolving field that utilises neuroimaging technologies to explore consumers’ behavioural responses to specific marketing-related stimulation, and furthermore introduces novel marketing tools that could complement the traditional ones like questionnaires. In this context, the present paper introduces a multimodal Neuromarketing dataset that encompasses the data from 42 individuals who participated in an advertising brochure-browsing scenario. In more detail, participants were exposed to a series of supermarket brochures (containing various products) and instructed to select the products they intended to buy. The data collected for each individual executing this protocol included: (i) encephalographic (EEG) recordings, (ii) eye tracking (ET) recordings, (iii) questionnaire responses (demographic, profiling and product related questions), and (iv) computer mouse data. NeuMa dataset has both dynamic and multimodal nature and, due to the narrow availability of open relevant datasets, provides new and unique opportunities for researchers in the field to attempt a more holistic approach to neuromarketing.

Publisher

Springer Science and Business Media LLC

Subject

Library and Information Sciences,Statistics, Probability and Uncertainty,Computer Science Applications,Education,Information Systems,Statistics and Probability

Reference23 articles.

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