A Study on purchasing decision support system based on reviews using NIRS  

Oleh:

Youki, Yoshitaka ; Misawa, Tadanobu ; shimokawa, Tetsuya ; Hirobayashi, Shigeki

Jenis: Article from Proceeding
Dalam koleksi: The 14th Asia Pacific Industrial Engineering and Management Systems Conference (APIEMS), 3-6 December 2013 Cebu, Philippines, page 1-7.
Topik: Neuromarketing; Near-infrared spectroscopy; Machine learning; Reviews.
Fulltext: 5009_Oyabu.pdf (298.92KB)

Isi artikel

In recent years, with the development of brain function measurement technology, research in the field of neuromarketing has been carried out widely. Neuromarketing research involves an experiment (trial) in which the consumer’s cognitive processes and actions are clarified by paying attention to brain activity, and, the findings are applied in marketing. In the present neuromarketing study, we focused on word of mouth. Brain function during the inspection of the word of mouth was measured using near-infrared spectroscopy (NIRS). Next, we determined the classification of “Emotional” (Good and Bad) vs. “Neutral.” There was a significant difference between “Good” and “Bad.” We used classification methods such as linear discriminant analysis (LDA), the hidden Markov model (HMM), and support vector machines (SVM). SVM had the highest discriminatory power. When we used the average of the frequency area data as the feature value, the dispersion in the discrimination percentages among the test subjects was rather small. The next task in the development of a real system application is the improvement of the percentage of discrimination and discrimination using multiple classes.

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