Neuromarketing
Team members
Our research is to understand the phenomenon of choice overload in high-value, multi-alternative decision-making using eye gaze data and eye fixation-related neural activities. Choice overload is known to occur when decision-makers are required to choose from excessively abundant alternatives. To understand this phenomenon, we analyze cognitive and emotional responses under over-the-top (OTT) services using EEG and eye tracking apparatus. Particularly, we aim to identify the optimal number of content items that allows decision-makers to make the most efficient choices when contents are presented through a carousel design. Furthermore, we aim to provide neuroscientific guides for marketing strategy and design of OTT user interfaces.
Neuromarketing research on Over-the-top(OTT) service : Measuring cognitive and emotional response under OTT service characterized as ‘impulsive’ and ‘biased’ choice behavior using bio-signals (EEG, Eye tracker etc.) to develop computational decision-making model, find marketing points, and provide guides for design & marketing strategy.
Neuromarketing research on Over-the-top(OTT) service : Measuring cognitive and emotional response under OTT service characterized as ‘impulsive’ and ‘biased’ choice behavior using bio-signals (EEG, Eye tracker etc.) to develop computational decision-making model, find marketing points, and provide guides for design & marketing strategy.