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Neural states in tourism travel videos
* 1 , 2 , 1, 3
1  Departamento de Ingeniería Mecánica, Escuela Politécnica Nacional, Quito 170517, Ecuador
2  Universidad Técnica de Machala
3  Laboratory of Neurophysiology and Movement Biomechanics, ULB Neuroscience Institut, Université Libre de Bruxelles, Brussels, Belgium


In marketing, there are many methods to relate reactions from products to customer preference. Current EEG signal analysis in the neuromarketing field focuses mainly on correlations between selected electrodes and hemisphere-based analysis on single scalp measures. The present study shows microstate analysis of brain EEG signals in goal-oriented videos. We measured 16 channel EEG with an Emotiv EPOC+ device. We used two oriented videos from the Ecuadorian Government to publicize Ecuador as a touristic destination. We used a TAAHC microstate analysis for all the long of the EEG from the participant watching each video. We picked the four predominant, in total time and repeatability, microstates maps that represent more than 50% of the time from all recording. We also show in time how topographies are represented along the video which could be in a later step be correlated with the images observed in the videos. We show the existing relations between the existing microstates. Brain signals behavior along time in a microstate analysis might be a valid methodology and useful tool to analyze videos with marketing purposes.

Keywords: Microstate; EEG; neuromarketing; video; Emotiv