Electroencephalogram-Based Preference Prediction Using Deep Transfer Learning

Transfer learning is an approach in machine learning where a model that was built and trained on one task is re-purposed on a second task. The success of transfer learning in computer vision has motivated its use in neuroscience. Although common in image recognition, the use of transfer learning in EEG classification remains unexplored. Most EEG-based neuroscience studies depend on using traditional machine learning algorithms to answer a question, rather than on improving the algorithms. Developing algorithms for transfer learning for EEG can also assist with problems of low data availability in EEG classification. The primary objective of this study is to investigate EEG-based transfer learning and propose deep transfer learning models to transfer knowledge from emotion recognition to preference recognition to enhance the classification prediction accuracy. To the best of our knowledge, this is the first study demonstrating the effect of applying deep transfer learning between EEG-based emotion recognition and EEG-based preference detection. We propose different approaches for deep transfer learning models to detect preferences from EEG signals using the preprocessed DEAP dataset. Two types of features were extracted from EEG signals, namely the power spectral density and valence. We built three models of deep neural networks: basic without transfer learning, fine-tuning of deep transfer learning, and retraining of deep transfer learning. We compared the performance of deep transfer learning with those of deep neural networks and other conventional classification algorithms such as support vector machine, random forest, and k-nearest neighbor. Although the deep neural network classifiers achieved a high accuracy of greater than 87%, deep transfer learning achieved the highest accuracy result of 93%. The results demonstrate that although the proposed deep transfer learning approaches exhibit higher accuracy than the support vector machine and k-nearest neighbor classifiers, random forest achieves results similar to those of deep transfer learning.

[1]  Chin-Teng Lin,et al.  EEG-Based Brain-Computer Interfaces (BCIs): A Survey of Recent Studies on Signal Sensing Technologies and Computational Intelligence Approaches and Their Applications , 2020, IEEE/ACM Transactions on Computational Biology and Bioinformatics.

[2]  Areej Al-Wabil,et al.  Review and Classification of Emotion Recognition Based on EEG Brain-Computer Interface System Research: A Systematic Review , 2017 .

[3]  Abeer Al-Nafjan,et al.  Classification of Human Emotions from Electroencephalogram (EEG) Signal using Deep Neural Network , 2017 .

[4]  Ale Smidts,et al.  Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success , 2015 .

[5]  Shingchern D. You,et al.  Classification of User Preference for Music Videos Based on EEG Recordings , 2020, 2020 IEEE 2nd Global Conference on Life Sciences and Technologies (LifeTech).

[6]  Unsang Park,et al.  Brainwave-based Mood Classification Using Regularized Comm , 2016, KSII Trans. Internet Inf. Syst..

[7]  Thierry Pun,et al.  DEAP: A Database for Emotion Analysis ;Using Physiological Signals , 2012, IEEE Transactions on Affective Computing.

[8]  Fuchun Sun,et al.  Deep Transfer Learning for EEG-Based Brain Computer Interface , 2018, 2018 IEEE International Conference on Acoustics, Speech and Signal Processing (ICASSP).

[9]  T. Ramsøy,et al.  A study of unconscious emotional and cognitive responses to tourism images using a neuroscience method , 2019, Journal of Islamic Marketing.

[10]  Ricardo Chavarriaga,et al.  Applying Transfer Learning To Deep Learned Models For EEG Analysis , 2019, ArXiv.

[11]  Jing Wang,et al.  The impact of perceived quality on online buying decisions: an event-related potentials perspective , 2014, Neuroreport.

[12]  R. Bagozzi,et al.  Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context , 2017 .

[13]  Seung-Eun Lee,et al.  Measuring Neural Responses to Apparel Product Attractiveness , 2017 .

[14]  Gamini Dissanayake,et al.  Choice modeling and the brain: A study on the Electroencephalogram (EEG) of preferences , 2012, Expert Syst. Appl..

[15]  Laura Astolfi,et al.  Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements , 2011, Medical & Biological Engineering & Computing.

[16]  Lei Wang,et al.  The influence of negative emotion on brand extension as reflected by the change of N2: A preliminary study , 2010, Neuroscience Letters.

[17]  F. Cincotti,et al.  Changes in Brain Activity During the Observation of TV Commercials by Using EEG, GSR and HR Measurements , 2010, Brain Topography.

[18]  Olga Sourina,et al.  Real-time EEG-based user's valence monitoring , 2015, 2015 10th International Conference on Information, Communications and Signal Processing (ICICS).

[19]  Scott A. Huettel,et al.  Consumer Neuroscience: Applications, Challenges, and Possible Solutions , 2015 .

[20]  Efthymios Constantinides,et al.  Towards a Better Understanding of Consumer Behaviour: Marginal Utility as a Parameter in Neuromarketing Research , 2017 .

[21]  Dezhi Zheng,et al.  Domain Transfer Multiple Kernel Boosting for Classification of EEG Motor Imagery Signals , 2019, IEEE Access.

[22]  Chao Yang,et al.  A Survey on Deep Transfer Learning , 2018, ICANN.

[23]  Debi Prosad Dogra,et al.  Analysis of EEG signals and its application to neuromarketing , 2017, Multimedia Tools and Applications.

[24]  Jacob M. Williams,et al.  Deep Learning and Transfer Learning in the Classification of EEG Signals , 2017 .

[25]  Qingguo Ma,et al.  N400 as an index of uncontrolled categorization processing in brand extension , 2012, Neuroscience Letters.

[26]  Fabio Babiloni,et al.  Neurophysiological Responses to Different Product Experiences , 2018, Comput. Intell. Neurosci..

[27]  Jun Lu,et al.  A review on transfer learning for brain-computer interface classification , 2015, 2015 5th International Conference on Information Science and Technology (ICIST).

[28]  Terry L. Childers,et al.  Applying EEG in consumer neuroscience , 2018 .

[29]  Peerapon Vateekul,et al.  An evaluation of feature extraction in EEG-based emotion prediction with support vector machines , 2014, 2014 11th International Joint Conference on Computer Science and Software Engineering (JCSSE).

[30]  M. Riediger,et al.  Tune Yourself In: Valence and Arousal Preferences in Music-Listening Choices From Adolescence to Old Age , 2017, Developmental psychology.

[31]  Min Liu,et al.  A Deep Transfer Convolutional Neural Network Framework for EEG Signal Classification , 2019, IEEE Access.

[32]  Ariel Telpaz,et al.  Using EEG to Predict Consumers’ Future Choices , 2015 .

[33]  T. Ramsøy,et al.  Effects of Perceptual Uncertainty on Arousal and Preference Across Different Visual Domains , 2012 .

[34]  Jason Teo,et al.  Classification of Affective States via EEG and Deep Learning , 2018 .

[35]  Yifan Xu,et al.  Transfer Learning for EEG-Based Brain–Computer Interfaces: A Review of Progress Made Since 2016 , 2020, IEEE Transactions on Cognitive and Developmental Systems.

[36]  Mourad Ykhlef,et al.  Deep Learning for EEG-Based Preference Classification in Neuromarketing , 2020, Applied Sciences.

[37]  A. Choromańska,et al.  Analysis of Neurophysiological Reactions to Advertising Stimuli by Means of EEG and Galvanic Skin Response Measures , 2009 .

[38]  Raghupathy Sivakumar,et al.  Cerebro: A Wearable Solution to Detect and Track User Preferences using Brainwaves , 2019, WearSys@MobiSys.

[39]  A. Choromańska,et al.  Application of frontal EEG asymmetry to advertising research , 2010 .

[40]  Dinesh Singh,et al.  EEG Based Emotion Classification Mechanism in BCI , 2018 .

[41]  Fabio Babiloni,et al.  Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements , 2017, Journal of visualized experiments : JoVE.

[42]  Natarajan Sriraam,et al.  EEG based multi-class seizure type classification using convolutional neural network and transfer learning , 2020, Neural Networks.