Modelling peri-perceptual brain processes in a deep learning spiking neural network architecture

Familiarity of marketing stimuli may affect consumer behaviour at a peri-perceptual processing level. The current study introduces a method for deep learning of electroencephalogram (EEG) data using a spiking neural network (SNN) approach that reveals the complexity of peri-perceptual processes of familiarity. The method is applied to data from 20 participants viewing familiar and unfamiliar logos. The results support the potential of SNN models as novel tools in the exploration of peri-perceptual mechanisms that respond differentially to familiar and unfamiliar stimuli. Specifically, the activation pattern of the time-locked response identified by the proposed SNN model at approximately 200 milliseconds post-stimulus suggests greater connectivity and more widespread dynamic spatio-temporal patterns for familiar than unfamiliar logos. The proposed SNN approach can be applied to study other peri-perceptual or perceptual brain processes in cognitive and computational neuroscience

The Role of Event Related Potentials in Pre-comprehension Processing of Consumers to Marketing Logos

Background: In human behavior study, by peering directly into the brain and assessing distinct patterns, evoked neurons and neuron spike can be more understandable by taking advantages of accurate brain analysis. Objectives: We investigated the role of Event Related Potentials (ERPs) in pre-comprehension processing of consumers to marketing logos. Materials and Methods: In the framework of an experimental design, twenty-six right-handed volunteers (13 men, 13 women) participated in 2013 in the University of Tabriz. An individual task with a presentation of familiar vs. unfamiliar logos was designed. Stimuli were displayed on a monitor controlled by a PC using the Mitsar® stimulus presentation system PsyTask. Statistical analyses of ERPs data were analyzed by repeated measures ANOVA. Results: Our results showed, when subjects were dealing with familiar logos, higher peak amplitude for the N1 component in right hemisphere of the brain can be observed. These variations on averages of early components of ERPs in occipital lobe can be referred to the pre-perceptual brain activities. Conclusion: Investigating early components of ERP can be utilized further as an effective factor in prediction of the consumers ‘preference particularly in neuromarketing field