Fueled by early success stories, the neuromarketing domain advanced rapidly during the last 10 years. As exciting new techniques were being adapted from medical research to the commercial domain, many neuroscientists and marketing practitioners have taken the chance to exploit them so as to uncover the answers of the most important marketing questions. Among the available neuroimaging technologies, electroencephalography (EEG) stands out as the less invasive and most affordable method. While not equally precise as other neuroimaging technologies in terms of spatial resolution, it can capture brain activity almost at the speed of cognition. Hence, EEG constitutes a favorable candidate for recording and subsequently decoding the consumers' brain activity. However, despite its wide use in neuromarketing, it cannot provide the complete picture alone. In order to overcome the limitations imposed by a single monitoring method, researchers focus on more holistic approaches. The exploitation of hybrid EEG schemes (e.g., combining EEG with eye-tracking, electrodermal activity, heart rate, and/or other) is ever growing and will hopefully allow neuromarketing to uncover consumers' behavior. Our survey revolves around last-decade hybrid neuromarketing schemes that involve EEG as the dominant modality. Beyond covering the relevant literature and state-of-the-art findings, we also provide future directions on the field, present the limitations that accompany each of the commonly employed monitoring methods and briefly discuss the omni-present ethical scepticizm related to neuromarketing.

Aim: To investigate for the first time the brain network in the Alzheimer’s disease (AD) spectrum by implementing a high-density electroencephalography (HD-EEG - EGI GES 300) study with 256 channels in order to seek if the brain connectome can be effectively used to distinguish cognitive impairment in preclinical stages. Methods: Twenty participants with AD, 30 with mild cognitive impairment (MCI), 20 with subjective cognitive decline (SCD) and 22 healthy controls (HC) were examined with a detailed neuropsychological battery and 10 min resting state HD-EEG. We extracted correlation matrices by using Pearson correlation coefficients for each subject and constructed weighted undirected networks for calculating clustering coefficient (CC), strength (S) and betweenness centrality (BC) at global (256 electrodes) and local levels (29 parietal electrodes). Results: One-way ANOVA presented a statistically significant difference among the four groups at local level in CC [F (3, 88) = 4.76, p = 0.004] and S [F (3, 88) = 4.69, p = 0.004]. However, no statistically significant difference was found at a global level. According to the independent sample t-test, local CC was higher for HC [M (SD) = 0.79 (0.07)] compared with SCD [M (SD) = 0.72 (0.09)]; t (40) = 2.39, p = 0.02, MCI [M (SD) = 0.71 (0.09)]; t (50) = 0.41, p = 0.004 and AD [M (SD) = 0.68 (0.11)]; t (40) = 3.62, p = 0.001 as well, while BC showed an increase at a local level but a decrease at a global level as the disease progresses. These findings provide evidence that disruptions in brain networks in parietal organization may potentially represent a key factor in the ability to distinguish people at early stages of the AD continuum. Conclusions: The above findings reveal a dynamically disrupted network organization of preclinical stages, showing that SCD exhibits network disorganization with intermediate values between MCI and HC. Additionally, these pieces of evidence provide information on the usefulness of the 256 HD-EEG in network construction.

Our work deals with the classification of Steady State Visual Evoked Potentials (SSVEP) which isa multiclass classification problem addressed in SSVEPbased Brain Computer Interfaces (BCIs). In particular, our method named MultiLRM MKL, uses multiple linear regression models under a Sparse Bayesian Learning (SBL)framework to discriminate between the SSVEP classes. The regression coefficients of each model are learned using the Variational Bayesian (VB) framework and the kernel trick is adopted not only for reducing the computational cost of our method, but also for enabling the combination of different kernel spaces. We verify the effectiveness of our method in handling different kernel spaces by evaluatingits performance with a new kernel based on Canonical Correlation Analysis (CCA). In particular we prove the benefit of combining multiple kernels by outperforming several state-of-the-art methods in two SSVEP datasets, reaching an Information Transfer Rate (ITR) of 93 bits/min using only 3 channels from the occipital area (O $_{z}$ , O $_{1}$ and O $_{2}$ ).

In this work, we propose a novel framework to recognize the cognitive and affective processes of the brain during neuromarketing-based stimuli using EEG signals. The most crucial component of our approach is the proposed classification algorithm that is based on a sparse representation classification scheme. The basic assumption of our approach is that EEG features from a cognitive or affective process lie on a linear subspace. Hence, a test brain signal can be represented as a linear (or weighted) combination of brain signals from all classes in the training set. The class membership of the brain signals is determined by adopting the Sparse Bayesian Framework with graph-based priors over the weights of linear combination. Furthermore, the classification rule is constructed by using the residuals of linear combination. The experiments on a publicly available neuromarketing EEG dataset demonstrate the usefulness of our approach. For the two classification tasks offered by the employed dataset, namely affective state recognition and cognitive state recognition, the proposed classification scheme manages to achieve a higher classification accuracy compared to the baseline and state-of-the art methods (more than 8% improvement in classification accuracy).

We propose a new method for EEG source localization. An efficient solution to this problem requires choosing an appropriate regularization term in order to constraint the original problem. In our work, we adopt the Bayesian framework to place constraints; hence, the regularization term is closely connected to the prior distribution. More specifically, we propose a new sparse prior for the localization of EEG sources. The proposed prior distribution has sparse properties favoring focal EEG sources. In order to obtain an efficient algorithm, we use the variational Bayesian (VB) framework which provides us with a tractable iterative algorithm of closed-form equations. Additionally, we provide extensions of our method in cases where we observe group structures and spatially extended EEG sources. We have performed experiments using synthetic EEG data and real EEG data from three publicly available datasets. The real EEG data are produced due to the presentation of auditory and visual stimulus. We compare the proposed method with well-known approaches of EEG source localization and the results have shown that our method presents state-of-the-art performance, especially in cases where we expect few activated brain regions. The proposed method can effectively detect EEG sources in various circumstances. Overall, the proposed sparse prior for EEG source localization results in more accurate localization of EEG sources than state-of-the-art approaches.

Steady-State Visual Evoked Potential (SSVEP) recognition methods use a subject’s calibration data to differentiate between brain responses, hence, providing the SSVEP-based brain–computer interfaces (BCIs) with high performance. However, they require sufficient calibration EEG trials to achieve that. This study develops a new method to learn from limited calibration EEG trials, and it proposes and evaluates a novel adaptive data-driven spatial filtering approach for enhancing SSVEP detection. The spatial filter learned from each stimulus utilizes temporal information from the corresponding EEG trials. To introduce the temporal information into the overall procedure, a multitask learning approach, based on the Bayesian framework, is adopted. The performance of the proposed method was evaluated into two publicly available benchmark datasets, and the results demonstrated that our method outperformed competing methods by a significant margin.