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Brain-computer interface to predict impulse buying behavior using functional near-infrared spectroscopy.

SuJin Bak1, Yunjoo Jeong2, Minsun Yeu3

  • 1Department of Brain and Cognitive Engineering, Korea University, Seoul, 02841, South Korea.

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|October 26, 2022
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Summary
This summary is machine-generated.

Brain-computer interfaces using functional near-infrared spectroscopy (fNIRS) can detect impulse buying behavior with 93.78% accuracy. This technology offers a more objective measure than self-reporting, especially in online duty-free shopping environments.

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Area of Science:

  • Neuroscience
  • Cognitive Science
  • Consumer Behavior

Background:

  • Increased post-vaccination travel fuels demand for duty-free shopping.
  • Duty-free shopping is linked to increased impulse buying.
  • Current self-report measures for impulse buying are limited by memory and perception biases.

Purpose of the Study:

  • To propose a Brain-Computer Interface (BCI)-based methodology using functional near-infrared spectroscopy (fNIRS) to objectively measure impulse buying behavior.
  • To investigate prefrontal cortex (PFC) activity associated with impulse buying.
  • To compare impulse buying in virtual duty-free versus regular online stores.

Main Methods:

  • Utilized fNIRS to record brain signals from the PFC during simulated online shopping scenarios.
  • Induced impulse buying behavior in a controlled virtual environment.
  • Employed a support vector machine (SVM) for brain signal classification.
  • Compared fNIRS data and self-reported responses between duty-free and regular online stores.

Main Results:

  • Impulse buying behavior was significantly higher in virtual duty-free shops compared to regular online stores.
  • Distinct fNIRS signal patterns were observed between the two shopping environments.
  • The SVM model achieved 93.78% accuracy in detecting impulse buying patterns.
  • Brain signal detection results correlated with participants' self-reported behaviors.

Conclusions:

  • fNIRS-based BCI provides a reliable and objective method for detecting impulse buying behavior.
  • PFC activity can serve as a potential biomarker for identifying impulse buying tendencies.
  • This methodology overcomes limitations of traditional self-report measures in consumer research.