{"id":433967,"date":"2026-08-24T17:23:44","date_gmt":"2026-08-24T09:23:44","guid":{"rendered":"https:\/\/library.usj.edu.mo\/?post_type=tnc_col_19837_item&#038;p=433967"},"modified":"2026-08-24T18:33:27","modified_gmt":"2026-08-24T10:33:27","slug":"neuromarketing-and-global-branding-reaction-analysis-based-on-real-time-monitoring-of-multiple-consumers-biosignals-and-emotions-2","status":"publish","type":"tnc_col_19837_item","link":"https:\/\/library.usj.edu.mo\/zh\/scholarly-work-usj\/neuromarketing-and-global-branding-reaction-analysis-based-on-real-time-monitoring-of-multiple-consumers-biosignals-and-emotions-2\/","title":{"rendered":"NEUROMARKETING AND GLOBAL BRANDING REACTION ANALYSIS BASED ON REAL-TIME MONITORING OF MULTIPLE CONSUMER&#8217;S BIOSIGNALS AND EMOTIONS"},"content":{"rendered":"<p>CONSUMERS&#8217; SELECTIONS AND DECISION-MAKING PROCESSES ARE SOME OF THE MOST EXCITING AND CHALLENGING TOPICS IN NEUROMARKETING, SALES, AND BRANDING. MULTICULTURAL INFLUENCES AND SOCIETAL CONDITIONS ARE ALSO CRUCIAL ASPECTS TO CONSIDER FROM A GLOBAL PERSPECTIVE. APPLYING NEUROSCIENCE TOOLS AND TECHNIQUES IN INTERNATIONAL MARKETING AND CONSUMER BEHAVIOR IS AN EMERGENT AND MULTIDISCIPLINARY FIELD THAT AIMS TO UNDERSTAND CONSUMERS&#8217; THOUGHTS, REACTIONS, AND SELECTION PROCESSES IN BRANDING AND SALES. THIS STUDY FOCUSES ON REAL-TIME MONITORING OF DIFFERENT PHYSIOLOGICAL SIGNALS USING\u00a0EYE-TRACKING, FACIAL EXPRESSIONS RECOGNITION, AND GALVANIC SKIN RESPONSE (GSR) ACQUISITION METHODS\u00a0TO ANALYZE CONSUMERS&#8217; RESPONSES, DETECT EMOTIONAL AROUSAL, MEASURE ATTENTION OR RELAXATION LEVELS, ANALYZE PERCEPTION, CONSCIOUSNESS, MEMORY, LEARNING, MOTIVATION, PREFERENCE, AND DECISION-MAKING. THE PRIMARY PURPOSE OF THIS RESEARCH\u00a0WAS\u00a0TO MONITOR HUMAN SUBJECTS&#8217; REACTIONS\u00a0TO THESE SIGNALS\u00a0DURING AN EXPERIMENT DESIGNED IN THREE PHASES CONSISTING\u00a0OF\u00a0DIFFERENT TYPES OF BRANDING ADVERTISEMENTS. THE NON-ADVERTISEMENT EXPOSITION\u00a0WAS\u00a0ALSO MONITORED DURING THE\u00a0GATHERING\u00a0OF SURVEY RESPONSES AT THE END OF EACH PHASE. A FEATURE EXTRACTION MODULE\u00a0WAS\u00a0IMPLEMENTED WITH A DATA ANALYTICS MODULE TO CALCULATE STATISTICAL METRICS AND DECISION-MAKING SUPPORTING TOOLS BASED ON PRINCIPAL COMPONENT ANALYSIS (PCA) AND FEATURE IMPORTANCE (FI) DETERMINATION BASED ON THE RANDOM FOREST TECHNIQUE. THE RESULTS INDICATE THAT WHEN COMPARED TO IMAGE ADS, VIDEO ADS ARE MORE EFFECTIVE IN ATTRACTING CONSUMERS&#8217; ATTENTION AND CREATING MORE EMOTIONAL AROUSAL.<\/p>","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","class_list":["post-433967","tnc_col_19837_item","type-tnc_col_19837_item","status-publish","format-standard","hentry","tnc_tax_19818-english","tnc_tax_19716-faculty-of-business-and-law","tnc_tax_19659-preprint"],"taxonomy_info":[],"featured_image_src_large":false,"author_info":[],"comment_info":0,"featured_img":false,"coauthors":[],"author_meta":{"author_link":"https:\/\/library.usj.edu.mo\/zh\/author\/emilychan\/","display_name":"emily chan"},"relative_dates":{"created":"Posted 3 \u5929 ago","modified":"Updated 3 \u5929 ago"},"absolute_dates":{"created":"Posted on 24 8 \u6708, 2026","modified":"Updated on 24 8 \u6708, 2026"},"absolute_dates_time":{"created":"Posted on 24 8 \u6708, 2026 5:23 \u4e0b\u5348","modified":"Updated on 24 8 \u6708, 2026 6:33 \u4e0b\u5348"},"featured_img_caption":"","tax_additional":{"tnc_tax_19993":{"linked":[],"unlinked":[],"slug":"tnc_tax_19993","name":"SDGs"},"tnc_tax_19818":{"linked":["<a href=\"https:\/\/library.usj.edu.mo\/zh\/language\/english\/\" class=\"advgb-post-tax-term\">ENGLISH<\/a>"],"unlinked":["<span class=\"advgb-post-tax-term\">ENGLISH<\/span>"],"slug":"tnc_tax_19818","name":"LANGUAGE"},"tnc_tax_19716":{"linked":["<a href=\"https:\/\/library.usj.edu.mo\/zh\/faculty-research-unit\/faculty-of-business-and-law\/\" class=\"advgb-post-tax-term\">FACULTY OF BUSINESS AND LAW<\/a>"],"unlinked":["<span class=\"advgb-post-tax-term\">FACULTY OF BUSINESS AND LAW<\/span>"],"slug":"tnc_tax_19716","name":"FACULTY \/ RESEARCH UNIT"},"tnc_tax_19664":{"linked":[],"unlinked":[],"slug":"tnc_tax_19664","name":"SUBJECT"},"tnc_tax_19659":{"linked":["<a href=\"https:\/\/library.usj.edu.mo\/zh\/resource-type\/preprint\/\" class=\"advgb-post-tax-term\">preprint<\/a>"],"unlinked":["<span class=\"advgb-post-tax-term\">preprint<\/span>"],"slug":"tnc_tax_19659","name":"Document Type"}},"series_order":"","_links":{"self":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item\/433967","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item"}],"about":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/types\/tnc_col_19837_item"}],"replies":[{"embeddable":true,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/comments?post=433967"}],"version-history":[{"count":1,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item\/433967\/revisions"}],"predecessor-version":[{"id":436528,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item\/433967\/revisions\/436528"}],"wp:attachment":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/media?parent=433967"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}