TY - GEN
T1 - Investigation of Biological Signals Under the Stimulation of Basic Tastes
AU - Hayashi, Masaki
AU - Sripian, Peeraya
AU - Rajagopalan, Uma Maheswari
AU - Zhang, Runqing
AU - Sugaya, Midori
PY - 2020
Y1 - 2020
N2 - Recently, neuromarketing has attracted attention as it is a marketing technique analyze consumer’s emotion using biological signal, which could genuinely understand consumers. From recent studies using the observation of brain wave (EEG), there are changes in emotional patterns (among the four emotions: Happy, Angry, Sad, Relax) according to the satisfaction on taste. In this work, we investigate the biological signals (EEG and ECG) under the stimulation of basic tastes: sweetness, saltiness, sourness, bitterness and savory taste (umami), while taking into account individual preference in the evaluation. In the experiment, all subjects were test cognitive detection threshold before proceeding to the main experiment. The level of concentration that yields a just-noticeable threshold taste was used as the cognitive threshold for each subject for EEG and ECG data collection. The biological signals were used to classify emotion and compare with subjective evaluation. The experiment results proved that human emotion is effected by the taste stimuli.
AB - Recently, neuromarketing has attracted attention as it is a marketing technique analyze consumer’s emotion using biological signal, which could genuinely understand consumers. From recent studies using the observation of brain wave (EEG), there are changes in emotional patterns (among the four emotions: Happy, Angry, Sad, Relax) according to the satisfaction on taste. In this work, we investigate the biological signals (EEG and ECG) under the stimulation of basic tastes: sweetness, saltiness, sourness, bitterness and savory taste (umami), while taking into account individual preference in the evaluation. In the experiment, all subjects were test cognitive detection threshold before proceeding to the main experiment. The level of concentration that yields a just-noticeable threshold taste was used as the cognitive threshold for each subject for EEG and ECG data collection. The biological signals were used to classify emotion and compare with subjective evaluation. The experiment results proved that human emotion is effected by the taste stimuli.
KW - Biological signals
KW - Consumer behavior
KW - Emotion classification
KW - Neuromarketing
KW - Taste
UR - http://www.scopus.com/inward/record.url?scp=85089220585&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85089220585&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-50353-6_3
DO - 10.1007/978-3-030-50353-6_3
M3 - Conference contribution
AN - SCOPUS:85089220585
SN - 9783030503529
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 40
EP - 49
BT - Augmented Cognition. Theoretical and Technological Approaches - 14th International Conference, AC 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
A2 - Schmorrow, Dylan D.
A2 - Fidopiastis, Cali M.
PB - Springer
T2 - 14th International Conference on Augmented Cognition, AC 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
Y2 - 19 July 2020 through 24 July 2020
ER -