A Development of Purchase Decision Support System using Brain Information about Reviews

In recent years, with the development of brain function measurement technology, research in the field of neuromarketing has been carried out widely.In the present study, we focused on word of mouth which is one of an important factor in purchase decision-making.Brain activity during the inspection of the word of mouth was measured using near-infrared spectroscopy (NIRS).Validation of classification accuracy was analyzed by offline using the data obtained in the experiment.We used classification methods such as linear discriminant analysis (LDA), the hidden Markov model (HMM), and support vector machines (SVM).In the results, the accuracy is about 70 %, so the potential of new purchase decision support system using brain activity was suggested.