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Consumer neuroscience analyzes individuals’ preferences through the assessment of physiological data monitoring, considering brain activity or other bioinformation to assess purchase decisions. Traditional marketing tactics include customer surveys, product evaluations, and comments. For product or brand marketing and mass production, it is important to understand consumer neurological responses when seeing an ad or testing a product. In this work, we use the bi-clustering method to reduce EEG noise and automatic machine learning to classify brain responses. We analyze a neuromarketing EEG dataset that contains EEG data from product evaluations from 25 participants, collected with a 14 channel Emotiv Epoch + device, while examining consumer items. Four components comprised the research methodology. Initially, the Welch Transform was used to filter the EEG raw data. Second, the best converted signal biclusterings are used to train different classification models. Each biclustering is evaluated with a separate classifier, considering F1-Score. After that, the H2O.ai AutoML library is used to select the optimal biclustering and models. Instead of traditional procedures, two thresholds are used. First-threshold values indicate customer satisfaction. Low values of the second threshold reflect consumer dissatisfaction. Values between the first and second criteria are classified as uncertain values. We outperform the state of the art with a 0.95 F1-Score value.
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<jats:p>Detecting emotions is a growing field aiming to comprehend and interpret human emotions from various data sources, including text, voice, and physiological signals. Electroencephalogram (EEG) is a unique and promising approach among these sources. EEG is a non-invasive monitoring technique that records the brain’s electrical activity through electrodes placed on the scalp’s surface. It is used in clinical and research contexts to explore how the human brain responds to emotions and cognitive stimuli. Recently, its use has gained interest in real-time emotion detection, offering a direct approach independent of facial expressions or voice. This is particularly useful in resource-limited scenarios, such as brain–computer interfaces supporting mental health. The objective of this work is to evaluate the classification of emotions (positive, negative, and neutral) in EEG signals using machine learning and deep learning, focusing on Graph Convolutional Neural Networks (GCNN), based on the analysis of critical attributes of the EEG signal (Differential Entropy (DE), Power Spectral Density (PSD), Differential Asymmetry (DASM), Rational Asymmetry (RASM), Asymmetry (ASM), Differential Causality (DCAU)). The electroencephalography dataset used in the research was the public SEED dataset (SJTU Emotion EEG Dataset), obtained through auditory and visual stimuli in segments from Chinese emotional movies. The experiment employed to evaluate the model results was “subject-dependent”. In this method, the Deep Neural Network (DNN) achieved an accuracy of 86.08%, surpassing SVM, albeit with significant processing time due to the optimization characteristics inherent to the algorithm. The GCNN algorithm achieved an average accuracy of 89.97% in the subject-dependent experiment. This work contributes to emotion detection in EEG, emphasizing the effectiveness of different models and underscoring the importance of selecting appropriate features and the ethical use of these technologies in practical applications. The GCNN emerges as the most promising methodology for future research.</jats:p>
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