NeuMa - the absolute Neuromarketing dataset en route to an holistic understanding of consumer behaviour

Kostas Georgiadis*, Fotis P. Kalaganis, Kyriakos Riskos, Eleftheria Matta, Vangelis P. Oikonomou, Ioanna Yfantidou, Dimitris Chantziaras, Kyriakos Pantouvakis, Spiros Nikolopoulos, Nikos A. Laskaris, Ioannis Kompatsiaris

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

3 Citations (Scopus)
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Abstract

Neuromarketing is a continuously evolving field that utilises neuroimaging technologies to explore consumers’ behavioural responses to specific marketing-related stimulation, and furthermore introduces novel marketing tools that could complement the traditional ones like questionnaires. In this context, the present paper introduces a multimodal Neuromarketing dataset that encompasses the data from 42 individuals who participated in an advertising brochure-browsing scenario. In more detail, participants were exposed to a series of supermarket brochures (containing various products) and instructed to select the products they intended to buy. The data collected for each individual executing this protocol included: (i) encephalographic (EEG) recordings, (ii) eye tracking (ET) recordings, (iii) questionnaire responses (demographic, profiling and product related questions), and (iv) computer mouse data. NeuMa dataset has both dynamic and multimodal nature and, due to the narrow availability of open relevant datasets, provides new and unique opportunities for researchers in the field to attempt a more holistic approach to neuromarketing.

Original languageEnglish
Article number508
JournalScientific data
Volume10
Issue number1
DOIs
Publication statusPublished - 3 Aug 2023

Bibliographical note

Acknowledgements
This work was a part of project NeuroMkt that had been co-financed by the European Regional Development Fund of the European Union and Greek National Funds through the Operational Program Competitiveness, Entrepreneurship and Innovation, under the call RESEARCH CREATE INNOVATE (Project code T2EDK-03661).

Publisher Copyright: © 2023, Springer Nature Limited.

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