DOI: 10.6084/m9.figshare.22109696
title: NeuMa (Raw): A multimodal Neuromarketing dataset

description: A novel multimodal Neuromarketing dataset that encompasses the data from 42 individuals who participated in an advertising brochure-browsing scenario is introduced here. In more detail, participants were exposed to a series of supermarket brochures (containing various products) and instructed to select the products they intended to buy. The data collected for each individual executing this protocol included: (i) encephalographic (EEG) recordings, (ii) eye tracking (ET) recordings, (iii) questionnaire responses (demographic, profiling and product related questions), and (iv) computer mouse data. Experimental Protocol The experimental paradigm simulated the browsing experience of a digital advertising brochure, where the participants had to select the products they intended to buy. The paradigm was designed accordingly so as to monitor the subject’s brain and ocular activity throughout the browsing experience, with the original scope being the identification of distinct brain and ocular activity patterns with respect to selected (i.e. intended to buy) and non selected products. Aiming to mimic this experience in a realistic way, the participants were instructed to select the products (using a computer mouse to click on them) they intended to buy in accordance to their regular buying habits, without having any global restrictions with respect to either the cost or the total number of products bought. During the experimental procedure, participants were seated in a comfortable armchair placed 50 cm from a 28 inch LCD monitor. Prior to the product presentation, resting state EEG was recorded for two minutes. Once the recording of resting state was completed, participants could freely browse among the provided brochures by pressing the keyboard’s left and right arrow to move forwards and backwards respectively. In total 6 brochures were provided. Each page encompassed a total number of 24 different supermarket products that belonged to the same product category (e.g. the first collection included dairy products, the second frozen products, etc.). During this task the participants were instructed to identify and select (by left clicking on) the products they intended to buy.Once the browsing/product selection experience was completed (ended by each participant on his/her own time), each participant was asked to fill in a questionnaire. The questionnaire included demographic questions (e.g. age, marital status, education, etc.), profiling questions (e.g. the big five personality traits, impulsive buying behaviour, etc.) and specific questions related to each of the selected products (i.e. reasons of selection, familiarity towards the selected product and whether the selected product constitutes a frequent purchase or not). Participant Demographics A total of 45 individuals participated in this study. However, the dataset in its final form includes 42 subjects (23 males and 19 females, aged 31.5 ± 8.84), denoted as S01, S02, …, S42, as the data from three subjects were excluded due to high levels of artifactual contamination. Acquisition setup The raw data was recorded using Wearable Sensing’s DSI 24 and Tobii Pro Fusion for the EEG and ET data respectively. The brain activity was recorded, with a sampling frequency of 300Hz, via 21 dry sensors, namely Fp1, Fp2, Fz, F3, F4, F7, F8, Cz, C3, C4, T7/T3, T8/T4, Pz, P3, P4, P7/T5, P8/T6, O1, O2, A1 and A2, that were placed at locations corresponding to the 10-20 International System. The Sensors A1 and A2 were the reference electrodes and were placed on the mastoids. Prior to the experimental procedure, impedance for all electrodes was set below 10KΩ and EEG signals were inspected to avoid any irregularities. The gaze data was recorded via Tobii’s screen based solution, with the eye movements being captured at a sampling frequency of 120Hz. Prior to initiation of the experimental procedure, a 9-point calibration was performed for each subject, using the Tobii Pro SDK, to formulate the individual’s eye model and gaze point.