Data Fusion And Analysis Techniques Of Neuromarketing

The electroencephalogram (EEG) is one of the main technical means of neuroscience research. It can read the level of physiologically activity in different areas of the brain by measuring the change in electric charge on the scalp. Eye tracking instrument is one of the main equipment of cognitive psychology research; it can explore people’s cognitive process. Fusing EEG and eye tracking data together integrates the consumer’s affective (emotional) and cognitive responses, giving a comprehensive understanding of the consumer’s decision-making process. At present the international research achievements of this aspect is still less. In this paper, we combined with the international latest paper published in this aspect, described the data collection, data analysis and processing, and data integration framework, expected to provide some grounding for subsequent research.

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