Centre for Research & Technology Hellas, Information Technologies Institute (ITI), Thermi-Thessaloniki, Greece.
Aristotle University of Thessaloniki, Department of Journalism and Mass Communications, Thessaloniki, Greece.
Sci Data. 2023 Aug 3;10(1):508. doi: 10.1038/s41597-023-02392-9.
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.
神经营销学是一个不断发展的领域，利用神经影像学技术来探索消费者对特定营销相关刺激的行为反应，并进一步引入新的营销工具，以补充传统的工具，如问卷。在这种情况下，本文介绍了一个多模态的神经营销数据集，其中包含了 42 名参与者在广告宣传册浏览场景中的数据。更详细地说，参与者被暴露在一系列超市宣传册（包含各种产品）前，并被指示选择他们打算购买的产品。为执行该协议的每个个体收集的数据包括：（i）脑电图（EEG）记录，（ii）眼动追踪（ET）记录，（iii）问卷回答（人口统计、个人资料和产品相关问题），以及（iv）鼠标数据。NeuMa 数据集具有动态和多模态的性质，由于开放相关数据集的稀缺性，为该领域的研究人员提供了新的独特机会，尝试采用更全面的神经营销方法。
