Neural Decoding of Brand Perception and Preferences: Understanding Consumer Behavior through fNIRS and Machine Learning;

Abstract

This research examines the link between consumer brand perceptions and neural activity by employing Functional Near-Infrared Spectroscopy (fNIRS) and machine learning techniques. The study analyzes the neural projections of participants' reactions to brand-associated adjectives, processing data collected from 168 individuals through machine learning algorithms. The findings underscore the significance of the lateral regions of the prefrontal cortex in the decision-making process related to brand perceptions. The aim is to understand how brands are perceived when associated with various adjectives and to develop this understanding through neural patterns using machine learning models. This study demonstrates the potential of integrating neural data with machine learning methods in the field of applied neuroscience. © 2024 IEEE.