Brain Effective Connectivity Comparison in Different States of Familiarity and Desiring Brands Confrontation: A Neuromarketing Study

Various studies have been accomplished in the field of Neuromarketing. But employing the connectivity method in this field has less been considered. In this study, we tend to investigate effective connectivity changes at confrontation to four different states of familiarity (watched before on not) and desiring (choose for purchase or not) brand. After preprocessing of Electroencephalograph (EEG) dataset recorded from 20 participants we found effective areas of the brain in this study using K-means clustering. Then we measured the effective relation between each area using the generalized partial coherence index (GPDC) connectivity index. We tested for each relation between brain areas in four different states and figured out every brain area's relations have significant differences between the four states. To find different state or states we used a Post-hoc test. We understood the states of watching brands which have included familiar brands have significantly a higher value for almost all brain areas' directed relations. In the end, we concluded watching a familiar brand no matter buying it or not will result in a higher value of effective relations between areas.