| Project/Area Number |
24710164
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Social systems engineering/Safety system
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| Research Institution | University of Toyama |
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Principal Investigator |
MISAWA TADANOBU 富山大学, 大学院理工学研究部(工学), 准教授 (90398991)
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| Project Period (FY) |
2012-04-01 – 2014-03-31
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| Project Status |
Completed (Fiscal Year 2013)
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| Budget Amount *help |
¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000)
Fiscal Year 2013: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2012: ¥3,250,000 (Direct Cost: ¥2,500,000、Indirect Cost: ¥750,000)
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| Keywords | ニューロマーケティング / Brain-computer Interface / 意思決定 |
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| Research Abstract |
In recent years, with the development of brain function measurement technology, research in the field of neuromarketing has been carried out widely.In the present study, we focused on word of mouth which is one of an important factor in purchase decision-making.Brain activity during the inspection of the word of mouth was measured using near-infrared spectroscopy (NIRS).Validation of classification accuracy was analyzed by offline using the data obtained in the experiment.We used classification methods such as linear discriminant analysis (LDA), the hidden Markov model (HMM), and support vector machines (SVM).In the results, the accuracy is about 70 %, so the potential of new purchase decision support system using brain activity was suggested.
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