Explainable artificial intelligence (xAI) in neuromarketing/consumer neuroscience: an fMRI study on brand perception.

ABSTRACT:

Introduction

The research in consumer neuroscience has identified computational methods, particularly artificial intelligence (AI) and machine learning, as a significant frontier for advancement. Previously, we utilized functional magnetic resonance imaging (fMRI) and artificial neural networks (ANNs) to model brain processes related to brand preferences in a paradigm exempted from motor actions. In the current study, we revisit this data, introducing recent advancements in explainable artificial intelligence (xAI) to gain insights into this domain. By integrating fMRI data analysis, machine learning, and xAI, our study aims to search for functional brain networks that support brand perception and, ultimately, search for brain networks that disentangle between preferred and indiffe

SUBMITTER: Marques Dos Santos JP 

PROVIDER: S-EPMC10995351 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature