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NeuroBioSense: A multidimensional dataset for neuromarketing analysis

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submitted on 2024-03-21, 07:58 and posted on 2024-03-21, 07:59 authored by Büşra Kocaçınar, Pelin İnan, Ela Nur Zamur, Buket Çalşimşek, Fatma Patlar Akbulut, Cagatay Catal

In the context of neuromarketing, sales, and branding, the investigation of consumer decision-making processes presents complex and intriguing challenges. Consideration of the effects of multicultural influences and societal conditions from a global perspective enriches this multifaceted field. The application of neuroscience tools and techniques to international marketing and consumer behavior is an emerging interdisciplinary field that seeks to understand the cognitive processes, reactions, and selection mechanisms of consumers within the context of branding and sales. The NeuroBioSense dataset was prepared to analyze and classify consumer responses. This dataset includes physiological signals, facial images of the participants while watching the advertisements, and demographic information. The primary objective of the data collection process is to record and analyze the responses of human subjects to these signals during a carefully designed experiment consisting of three distinct phases, each of which features a different form of branding advertisement. Physiological signals were collected with the Empatica e4 wearable sensor device, considering non-invasive body photoplethysmography (PPG), electrodermal activity (EDA), and body temperature sensors. A total of 58 participants, aged between 18 and 70, were divided into three different groups, and data were collected. Advertisements prepared in the categories of cosmetics for 18 participants, food for 20 participants, and cars for 20 participants were watched. On the emotion evaluation scale, 7 different emotion classes are given: Joy, Surprise, anger, disgust, sadness, fear, and neutral. This dataset will help researchers analyse responses, understand and develop emotion classification studies, the relationship between consumers and advertising, and neuromarketing methods.

Other Information

Published in: Data in Brief
License: http://creativecommons.org/licenses/by/4.0/
See article on publisher's website: https://dx.doi.org/10.1016/j.dib.2024.110235

Funding

Open Access funding provided by the Qatar National Library.

History

Language

  • English

Publisher

Elsevier

Publication Year

  • 2024

License statement

This Item is licensed under the Creative Commons Attribution 4.0 International License.

Institution affiliated with

  • Qatar University
  • College of Engineering - QU
  • College of Arts and Sciences - QU

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