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.

Neuromarketing exploits neuroimaging techniques so as to reinforce the predictive power of conventional marketing tools, like questionnaires and focus groups. Electroencephalography (EEG) is the most commonly encountered neuroimaging technique due to its non-invasiveness, low-cost, and its very recent embedding in wearable devices. The transcription of brainwave patterns to consumer attitude is supported by various signal descriptors, while the quest for profitable novel ways is still an open research question. Here, we suggest the use of sample covariance matrices as alternative descriptors, that encapsulate the coordinated neural activity from distinct brain areas, and the adoption of Riemannian geometry for their handling. We first establish the suitability of Riemannian approach for neuromarketing-related problems and then suggest a relevant decoding scheme for predicting consumers’ choices (e.g., willing to buy or not a specific product). Since the decision-making process involves the concurrent interaction of various cognitive processes and consequently of distinct brain rhythms, the proposed decoder takes the form of an ensemble classifier that builds upon a multi-view perspective, with each view dedicated to a specific frequency band. Adopting a standard machine learning procedure, and using a set of trials (training data) in conjunction with the associated behavior labels (“buy”/ “not buy”), we train a battery of classifiers accordingly. Each classifier is designed to operate in the space recovered from the inter-trial distances of SCMs and to cast a rhythm-depended decision that is eventually combined with the predictions of the rest ones. The demonstration and evaluation of the proposed approach are performed in 2 neuromarketing-related datasets of different nature. The first is employed to showcase the potential of the suggested descriptor, while the second to showcase the decoder’s superiority against popular alternatives in the field.

Phase synchrony has extensively been studied for understanding neural coordination in health and disease. There are a few studies concerning the implications in the context of BCIs, but its potential for establishing a communication channel in patients suffering from neuromuscular disorders remains totally unexplored. We investigate, here, this possibility by estimating the time-resolved phase connectivity patterns induced during a motor imagery (MI) task and adopting a supervised learning scheme to recover the subject’s intention from the streaming data. Electroencephalographic activity from six patients suffering from neuromuscular disease (NMD) and six healthy individuals was recorded during two randomly alternating, externally cued, MI tasks (clenching either left or right fist) and a rest condition. The metric of Phase locking value (PLV) was used to describe the functional coupling between all recording sites. The functional connectivity patterns and the associate network organization was first compared between the two cohorts. Next, working at the level of individual patients, we trained support vector machines (SVMs) to discriminate between “left” and “right” based on different instantiations of connectivity patterns (depending on the encountered brain rhythm and the temporal interval). Finally, we designed and realized a novel brain decoding scheme that could interpret the intention from streaming connectivity patterns, based on an ensemble of SVMs. The group-level analysis revealed increased phase synchrony and richer network organization in patients. This trend was also seen in the performance of the employed classifiers. Time-resolved connectivity led to superior performance, with distinct SVMs acting as local experts, specialized in the patterning emerged within specific temporal windows (defined with respect to the external trigger). This empirical finding was further exploited in implementing a decoding scheme that can be activated without the need of the precise timing of a trigger. The increased phase synchrony in NMD patients can turn to a valuable tool for MI decoding. Considering the fast implementation for the PLV pattern computation in multichannel signals, we can envision the development of efficient personalized BCI systems in assistance of these patients.

Objective . Graph signal processing (GSP) concepts are exploited for brain activity decoding and particularly the detection and recognition of a motor imagery (MI) movement. A novel signal analytic technique that combines graph Fourier transform (GFT) with estimates of cross-frequency coupling (CFC) and discriminative learning is introduced as a means to recover the subject’s intention from the multichannel signal. Approach . Adopting a multi-view perspective, based on the popular concept of co-existing and interacting brain rhythms, a multilayer network model is first built from empirical data and its connectivity graph is used to derive the GFT-basis. A personalized decoding scheme supporting a binary decision, either ‘left versus right’ or ‘rest versus MI’, is crafted from a small set of training trials. Electroencephalographic (EEG) activity from 12 volunteers recorded during two randomly alternating, externally cued, MI tasks (clenching either left or right fist) and a rest condition is used to introduce and validate our methodology. In addition, the introduced methodology was further validated based on dataset IVa of BCI III competition. Main results . Our GFT-domain decoding scheme achieves nearly optimal performance and proves superior to alternative techniques that are very popular in the field. Significance . At a conceptual level, our work suggests a fruitful way to introduce network neuroscience in BCI research. At a more practical level, it is characterized by efficiency. Training is realized using a small number of exemplar trials and decoding requires very simple operations that leaves room for real-time implementation.

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).