NeuroBioSense Dataset

The dataset provided in this study serves as a helpful resource for comprehending emotional reactions within the domain of neuromarketing. Data was acquired from a sample of 58 participants, ranging in age from 18 to 70, through the implementation of a carefully planned experimental design. The participants were shown a collection of 35 branding advertisements classified into three categories: cosmetics and fashion, car and technology, and food and market. The Empatica e4 wearable sensor device was utilized to record several physiological signals, such as photoplethysmography (PPG), electrodermal activity (EDA), and body temperature. Concurrently, the process of capturing facial expressions was conducted using high-definition cameras during periods dedicated to viewing advertisements. The emotional assessments of the participants were evaluated utilizing an emotion appraisal scale, while demographic information was gathered via questionnaires.
The utilization of this multifaceted dataset allows scholars to explore the complex realm of consumer decision-making processes, taking into account variables such as age, gender, and varied cultural backgrounds. Through the integration of physiological signals and facial expressions, the dataset offers valuable insights into the underlying neurological mechanisms that drive emotional responses toward branded commercials. This can be utilized by researchers to study emotional patterns, investigate correlations between consumers and advertising, and develop customized neuromarketing methods that are beneficial for individual preferences.

本研究所提供的数据集，可作为理解神经营销（neuromarketing）领域情绪反应的优质辅助资源。研究通过精心规划的实验方案，从58名年龄介于18至70岁的受试者中采集数据。受试者共观看35支品牌广告，分为三大类别：美妆时尚类、汽车科技类以及食品与市场类。研究采用Empatica E4可穿戴传感器设备，记录多项生理信号，包括光电容积描记法（photoplethysmography, PPG）、皮肤电活动（electrodermal activity, EDA）以及体温。在受试者观看广告的时段内，同步通过高清摄像头采集其面部表情数据。受试者的情绪评估采用情绪评定量表完成，人口统计学信息则通过问卷收集。
该多模态数据集可助力学者探索消费者决策过程的复杂领域，纳入年龄、性别与多元文化背景等变量进行分析。通过整合生理信号与面部表情数据，本数据集可为揭示品牌广告情绪反应背后的神经机制提供宝贵视角。研究人员可借助该数据集开展情绪模式研究、消费者与广告间的关联分析，并开发适配个体偏好的定制化神经营销方案。