An EEG‐based neuro‐recommendation system for improving consumer purchase experience

Abstract

AbstractThe aperture between the marketing domain and the electroencephalography (EEG)‐based brain–computer interface (BCI) has been achieved with the inception of neuromarketing. This domain helps access the hidden information of the preferences and tastes of the consumers who intend to purchase. Research scholars have experimented with this emerging area in multiple aspects like designing pricing, promotions, predicting purchase‐related activities, new product development, and so on. In this study, we have proposed an innovative use of neuromarketing to build a recommendation system. This recommendation system can potentially suggest suitable products to the consumer based on the past purchase behavior. This proposal carries huge potential in converting visitors to shoppers, increasing average order value, increasing the number of items per order, designing personalized promotions, and so on. The commonality of activated brain signals has been used to build this recommendation system. This neuromarketing‐based recommendation system carries the advantage over the traditional recommendation system as this system suggests products based on the actual real‐time state of the brain during the purchase. This system successfully initiated the starting point of building a neuromarketing‐based recommendation system.