Neuromarketing Study of Purchase Decisions Using Advertising Videos Based on EEG Signal Analysis

Advertising video is a form of marketing and advertising that uses video content to promote a product, service, brand, or message to a target audience. Neuromarketing seeks to elucidate how advertising video can influence customer purchasing decisions processed in the brain. Recently, researchers have extensively employed electroencephalogram (EEG) technology to analyze and record brain activities. This research focuses on comparing buy decisions and not-buy decisions based on EEG data after watching advertising videos. This research involved 30 volunteers to examine two types of video advertisements. A questionnaire was given regarding their purchasing decisions for these two types of videos. The four EEG channels used were F7, F8, FP1, and FP2. EEG pre-processing was carried out to facilitate feature extraction. This research used Mean Absolute Value (MAV) and Shannon Entropy as feature extraction. The analysis was done on Beta and Gamma sub-bands. The result found that the MAV and Shannon Entropy value on the buy decision tends to be higher compared to the not-buy decision in all channels and all sub-bands. We also found that the average percentage difference between the buy decision and baseline condition is higher than the average percentage difference between the not-buy decision and baseline condition. This finding is adequate to show the different EEG patterns between buy decisions and not-buy decisions to be used in analyzing consumer decision-making processes.