In this paper a new neuroscience technique is applied into
Marketing, which is becoming commonly known as the field of Neuromarketing.
The aim of this paper is to recognize how brain responds during
the visualization of short advertising movies. Using low cost electroencephalography
(EEG), brain regions used during the presentation have
been studied. We may wonder about how useful it is to use neuroscience
knowledge in marketing, what can neuroscience add to marketing, or
why use this specific technique. By using discrete techniques over EEG
frequency bands of a generated labeled dataset, C4.5 and ANN learning
methods have been applied to obtain the score assigned to each ads
by the user. This techniques allows to reach more than 82% of accuracy,
which is an excellent result taking into account the kind of low-cost EEG
sensors used.Ministerio de Economía y Competitividad TIN2013-46801- C4-1-rJunta de Andalucía TIC-805
