{"id":"https://openalex.org/W4406188356","doi":"https://doi.org/10.3389/fncom.2024.1516440","title":"Multimodal consumer choice prediction using EEG signals and eye tracking","display_name":"Multimodal consumer choice prediction using EEG signals and eye tracking","publication_year":2025,"publication_date":"2025-01-08","ids":{"openalex":"https://openalex.org/W4406188356","doi":"https://doi.org/10.3389/fncom.2024.1516440","pmid":"https://pubmed.ncbi.nlm.nih.gov/39845093"},"language":"en","primary_location":{"id":"doi:10.3389/fncom.2024.1516440","is_oa":true,"landing_page_url":"https://doi.org/10.3389/fncom.2024.1516440","pdf_url":"https://www.frontiersin.org/journals/computational-neuroscience/articles/10.3389/fncom.2024.1516440/pdf","source":{"id":"https://openalex.org/S19778766","display_name":"Frontiers in Computational Neuroscience","issn_l":"1662-5188","issn":["1662-5188"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310320527","host_organization_name":"Frontiers Media","host_organization_lineage":["https://openalex.org/P4310320527"],"host_organization_lineage_names":["Frontiers Media"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in Computational Neuroscience","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj","pubmed"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.frontiersin.org/journals/computational-neuroscience/articles/10.3389/fncom.2024.1516440/pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5056889379","display_name":"Syed Muhammad Usman","orcid":"https://orcid.org/0000-0002-0504-3558"},"institutions":[{"id":"https://openalex.org/I59225215","display_name":"Bahria University","ror":"https://ror.org/02v8d7770","country_code":"PK","type":"education","lineage":["https://openalex.org/I59225215"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Syed Muhammad Usman","raw_affiliation_strings":["Department of Computer Science, Bahria School of Engineering and Applied Science, Bahria University, Islamabad, Pakistan"],"affiliations":[{"raw_affiliation_string":"Department of Computer Science, Bahria School of Engineering and Applied Science, Bahria University, Islamabad, Pakistan","institution_ids":["https://openalex.org/I59225215"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5015169296","display_name":"Shehzad Khalid","orcid":"https://orcid.org/0000-0003-0899-7354"},"institutions":[{"id":"https://openalex.org/I59225215","display_name":"Bahria University","ror":"https://ror.org/02v8d7770","country_code":"PK","type":"education","lineage":["https://openalex.org/I59225215"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Shehzad Khalid","raw_affiliation_strings":["Department of Computer Engineering, Bahria School of Engineering and Applied Science, Bahria University, Islamabad, Pakistan"],"affiliations":[{"raw_affiliation_string":"Department of Computer Engineering, Bahria School of Engineering and Applied Science, Bahria University, Islamabad, Pakistan","institution_ids":["https://openalex.org/I59225215"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5005746194","display_name":"Asif Tanveer","orcid":"https://orcid.org/0000-0002-7108-8703"},"institutions":[{"id":"https://openalex.org/I899713450","display_name":"Air University","ror":"https://ror.org/03yfe9v83","country_code":"PK","type":"education","lineage":["https://openalex.org/I899713450"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Aimen Tanveer","raw_affiliation_strings":["Department of Creative Technologies, Air University, Islamabad, Pakistan"],"affiliations":[{"raw_affiliation_string":"Department of Creative Technologies, Air University, Islamabad, Pakistan","institution_ids":["https://openalex.org/I899713450"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5044015235","display_name":"Ali Shariq Imran","orcid":"https://orcid.org/0000-0002-2416-2878"},"institutions":[{"id":"https://openalex.org/I204778367","display_name":"Norwegian University of Science and Technology","ror":"https://ror.org/05xg72x27","country_code":"NO","type":"education","lineage":["https://openalex.org/I204778367"]}],"countries":["NO"],"is_corresponding":true,"raw_author_name":"Ali Shariq Imran","raw_affiliation_strings":["Department of Computer Science, Norwegian University of Science and Technology, Gj\u00f8vik, Norway"],"affiliations":[{"raw_affiliation_string":"Department of Computer Science, Norwegian University of Science and Technology, Gj\u00f8vik, Norway","institution_ids":["https://openalex.org/I204778367"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5101481984","display_name":"Muhammad Zubair","orcid":"https://orcid.org/0000-0001-5026-730X"},"institutions":[{"id":"https://openalex.org/I134085113","display_name":"King Fahd University of Petroleum and Minerals","ror":"https://ror.org/03yez3163","country_code":"SA","type":"education","lineage":["https://openalex.org/I134085113"]}],"countries":["SA"],"is_corresponding":false,"raw_author_name":"Muhammad Zubair","raw_affiliation_strings":["Interdisciplinary Research Center for Finance and Digital Economy, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia"],"affiliations":[{"raw_affiliation_string":"Interdisciplinary Research Center for Finance and Digital Economy, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia","institution_ids":["https://openalex.org/I134085113"]}]}],"institutions":[],"countries_distinct_count":3,"institutions_distinct_count":5,"corresponding_author_ids":["https://openalex.org/A5044015235"],"corresponding_institution_ids":["https://openalex.org/I204778367"],"apc_list":{"value":2950,"currency":"USD","value_usd":2950},"apc_paid":{"value":2950,"currency":"USD","value_usd":2950},"fwci":16.0911,"has_fulltext":true,"cited_by_count":11,"citation_normalized_percentile":{"value":0.99208563,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":99},"biblio":{"volume":"18","issue":null,"first_page":"1516440","last_page":"1516440"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10429","display_name":"EEG and Brain-Computer Interfaces","score":0.9998000264167786,"subfield":{"id":"https://openalex.org/subfields/2805","display_name":"Cognitive Neuroscience"},"field":{"id":"https://openalex.org/fields/28","display_name":"Neuroscience"},"domain":{"id":"https://openalex.org/domains/1","display_name":"Life Sciences"}},"topics":[{"id":"https://openalex.org/T10429","display_name":"EEG and Brain-Computer Interfaces","score":0.9998000264167786,"subfield":{"id":"https://openalex.org/subfields/2805","display_name":"Cognitive Neuroscience"},"field":{"id":"https://openalex.org/fields/28","display_name":"Neuroscience"},"domain":{"id":"https://openalex.org/domains/1","display_name":"Life Sciences"}},{"id":"https://openalex.org/T11707","display_name":"Gaze Tracking and Assistive Technology","score":0.9926000237464905,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10042","display_name":"Neural and Behavioral Psychology Studies","score":0.9696999788284302,"subfield":{"id":"https://openalex.org/subfields/2805","display_name":"Cognitive Neuroscience"},"field":{"id":"https://openalex.org/fields/28","display_name":"Neuroscience"},"domain":{"id":"https://openalex.org/domains/1","display_name":"Life Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.8084535598754883},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.7175191640853882},{"id":"https://openalex.org/keywords/pattern-recognition","display_name":"Pattern recognition (psychology)","score":0.5882610082626343},{"id":"https://openalex.org/keywords/random-forest","display_name":"Random forest","score":0.5694921016693115},{"id":"https://openalex.org/keywords/convolutional-neural-network","display_name":"Convolutional neural network","score":0.5387127995491028},{"id":"https://openalex.org/keywords/feature-extraction","display_name":"Feature extraction","score":0.48222386837005615},{"id":"https://openalex.org/keywords/classifier","display_name":"Classifier (UML)","score":0.46444016695022583},{"id":"https://openalex.org/keywords/machine-learning","display_name":"Machine learning","score":0.45945554971694946},{"id":"https://openalex.org/keywords/feature-learning","display_name":"Feature learning","score":0.42421793937683105},{"id":"https://openalex.org/keywords/speech-recognition","display_name":"Speech recognition","score":0.33582693338394165}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.8084535598754883},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.7175191640853882},{"id":"https://openalex.org/C153180895","wikidata":"https://www.wikidata.org/wiki/Q7148389","display_name":"Pattern recognition (psychology)","level":2,"score":0.5882610082626343},{"id":"https://openalex.org/C169258074","wikidata":"https://www.wikidata.org/wiki/Q245748","display_name":"Random forest","level":2,"score":0.5694921016693115},{"id":"https://openalex.org/C81363708","wikidata":"https://www.wikidata.org/wiki/Q17084460","display_name":"Convolutional neural network","level":2,"score":0.5387127995491028},{"id":"https://openalex.org/C52622490","wikidata":"https://www.wikidata.org/wiki/Q1026626","display_name":"Feature extraction","level":2,"score":0.48222386837005615},{"id":"https://openalex.org/C95623464","wikidata":"https://www.wikidata.org/wiki/Q1096149","display_name":"Classifier (UML)","level":2,"score":0.46444016695022583},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.45945554971694946},{"id":"https://openalex.org/C59404180","wikidata":"https://www.wikidata.org/wiki/Q17013334","display_name":"Feature learning","level":2,"score":0.42421793937683105},{"id":"https://openalex.org/C28490314","wikidata":"https://www.wikidata.org/wiki/Q189436","display_name":"Speech recognition","level":1,"score":0.33582693338394165}],"mesh":[],"locations_count":4,"locations":[{"id":"doi:10.3389/fncom.2024.1516440","is_oa":true,"landing_page_url":"https://doi.org/10.3389/fncom.2024.1516440","pdf_url":"https://www.frontiersin.org/journals/computational-neuroscience/articles/10.3389/fncom.2024.1516440/pdf","source":{"id":"https://openalex.org/S19778766","display_name":"Frontiers in Computational Neuroscience","issn_l":"1662-5188","issn":["1662-5188"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310320527","host_organization_name":"Frontiers Media","host_organization_lineage":["https://openalex.org/P4310320527"],"host_organization_lineage_names":["Frontiers Media"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in Computational Neuroscience","raw_type":"journal-article"},{"id":"pmid:39845093","is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/39845093","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in computational neuroscience","raw_type":null},{"id":"pmh:oai:pubmedcentral.nih.gov:11751216","is_oa":true,"landing_page_url":"https://www.ncbi.nlm.nih.gov/pmc/articles/11751216","pdf_url":"https://pmc.ncbi.nlm.nih.gov/articles/PMC11751216/pdf/fncom-18-1516440.pdf","source":{"id":"https://openalex.org/S2764455111","display_name":"PubMed Central","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Front Comput Neurosci","raw_type":"Text"},{"id":"pmh:oai:doaj.org/article:26a63cf21419403fb62550857cad5458","is_oa":true,"landing_page_url":"https://doaj.org/article/26a63cf21419403fb62550857cad5458","pdf_url":null,"source":{"id":"https://openalex.org/S112646816","display_name":"SHILAP Revista de lepidopterolog\u00eda","issn_l":"0300-5267","issn":["0300-5267","2340-4078"],"is_oa":true,"is_in_doaj":true,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Frontiers in Computational Neuroscience, Vol 18 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3389/fncom.2024.1516440","is_oa":true,"landing_page_url":"https://doi.org/10.3389/fncom.2024.1516440","pdf_url":"https://www.frontiersin.org/journals/computational-neuroscience/articles/10.3389/fncom.2024.1516440/pdf","source":{"id":"https://openalex.org/S19778766","display_name":"Frontiers in Computational Neuroscience","issn_l":"1662-5188","issn":["1662-5188"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310320527","host_organization_name":"Frontiers Media","host_organization_lineage":["https://openalex.org/P4310320527"],"host_organization_lineage_names":["Frontiers Media"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in Computational Neuroscience","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4406188356.pdf","grobid_xml":"https://content.openalex.org/works/W4406188356.grobid-xml"},"referenced_works_count":36,"referenced_works":["https://openalex.org/W28412257","https://openalex.org/W1541275140","https://openalex.org/W1678356000","https://openalex.org/W1972871774","https://openalex.org/W1980553000","https://openalex.org/W1987015068","https://openalex.org/W2064675550","https://openalex.org/W2096267981","https://openalex.org/W2106822551","https://openalex.org/W2110444396","https://openalex.org/W2112796928","https://openalex.org/W2121534996","https://openalex.org/W2148143831","https://openalex.org/W2295598076","https://openalex.org/W2519473699","https://openalex.org/W2595519346","https://openalex.org/W2602279467","https://openalex.org/W2746996748","https://openalex.org/W2779464124","https://openalex.org/W2799401779","https://openalex.org/W2911964244","https://openalex.org/W2913334238","https://openalex.org/W2946784361","https://openalex.org/W2947519199","https://openalex.org/W2949676527","https://openalex.org/W3111377917","https://openalex.org/W3120597241","https://openalex.org/W3164768936","https://openalex.org/W4296034122","https://openalex.org/W4311387080","https://openalex.org/W4385550671","https://openalex.org/W4387640293","https://openalex.org/W6637386731","https://openalex.org/W6676186243","https://openalex.org/W6855992527","https://openalex.org/W6861768737"],"related_works":["https://openalex.org/W3193043704","https://openalex.org/W4386259002","https://openalex.org/W1546989560","https://openalex.org/W3171520305","https://openalex.org/W1924178503","https://openalex.org/W3135126032","https://openalex.org/W4308716060","https://openalex.org/W4372048956","https://openalex.org/W2889302474","https://openalex.org/W4309346246"],"abstract_inverted_index":{"Marketing":[0],"plays":[1],"a":[2,9,65,86,140,186,226],"vital":[3],"role":[4],"in":[5,250,257],"the":[6,108,207,220],"success":[7],"of":[8,219,228],"business,":[10],"driving":[11],"customer":[12],"engagement,":[13],"brand":[14],"recognition,":[15],"and":[16,33,76,93,99,118,121,128,136,152,160,165,179,200,203,235,254],"revenue":[17],"growth.":[18],"Neuromarketing":[19],"adds":[20],"depth":[21],"to":[22,36,69,138,209,244],"this":[23,61],"by":[24,48,73,106,155,173,246],"employing":[25,107],"insights":[26],"into":[27,185],"consumer":[28,71,252,260],"behavior":[29],"through":[30],"brain":[31],"activity":[32],"emotional":[34],"responses":[35],"create":[37],"more":[38],"effective":[39],"marketing":[40],"strategies.":[41],"Electroencephalogram":[42],"(EEG)":[43],"has":[44,56],"typically":[45],"been":[46,134],"utilized":[47],"researchers":[49],"for":[50,97,177],"neuromarketing,":[51],"whereas":[52],"Eye":[53],"Tracking":[54],"(ET)":[55],"remained":[57],"unexplored.":[58],"To":[59],"address":[60],"gap,":[62],"we":[63],"propose":[64],"novel":[66],"multimodal":[67],"approach":[68,222],"predict":[70],"choices":[72,253],"integrating":[74],"EEG":[75,81,178],"ET":[77,145],"data.":[78],"Noise":[79],"from":[80,124],"signals":[82],"is":[83,104,223],"mitigated":[84],"using":[85,158,225],"bandpass":[87],"filter,":[88],"Artifact":[89],"Subspace":[90],"Reconstruction":[91],"(ASR),":[92],"Fast":[94],"Orthogonal":[95],"Regression":[96],"Classification":[98],"Estimation":[100],"(FORCE).":[101],"Class":[102],"imbalance":[103],"handled":[105],"Synthetic":[109],"Minority":[110],"Over-sampling":[111],"Technique":[112],"(SMOTE).":[113],"Handcrafted":[114],"features,":[115,120],"including":[116,194,231],"statistical":[117],"wavelet":[119],"automated":[122],"features":[123,162],"Convolutional":[125],"Neural":[126],"Network":[127],"Long":[129],"Short-Term":[130],"Memory":[131],"(CNN-LSTM),":[132],"have":[133],"extracted":[135],"concatenated":[137],"generate":[139],"feature":[141,156,168],"space":[142,169],"representation.":[143],"For":[144],"data,":[146],"preprocessing":[147],"involved":[148],"interpolation,":[149],"gaze":[150],"plots,":[151],"SMOTE,":[153],"followed":[154],"extraction":[157],"LeNet-5":[159],"handcrafted":[161],"like":[163],"fixations":[164],"saccades.":[166],"Multimodal":[167],"representation":[170],"was":[171,182],"generated":[172],"performing":[174],"feature-level":[175],"fusion":[176],"ET,":[180],"which":[181],"later":[183],"fed":[184],"meta-learner-based":[187],"ensemble":[188],"classifier":[189],"with":[190],"three":[191],"base":[192],"classifiers,":[193],"Random":[195,204],"Forest,":[196],"Extended":[197],"Gradient":[198,201],"Boosting,":[199,202],"Forest":[205],"as":[206],"meta-classifier,":[208],"perform":[210],"classification":[211],"between":[212],"buy":[213],"vs.":[214],"not":[215],"buy.":[216],"The":[217],"performance":[218,229,242],"proposed":[221],"evaluated":[224],"variety":[227],"metrics,":[230],"accuracy,":[232],"precision,":[233],"recall,":[234],"F1":[236],"score.":[237],"Our":[238],"model":[239],"demonstrated":[240],"superior":[241],"compared":[243],"competitors":[245],"achieving":[247],"84.01%":[248],"accuracy":[249],"predicting":[251],"83%":[255],"precision":[256],"identifying":[258],"positive":[259],"preferences.":[261]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":9}],"updated_date":"2026-03-25T14:56:36.534964","created_date":"2025-10-10T00:00:00"}
