Investigation of Biological Signals Under the Stimulation of Basic Tastes

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Recently, neuromarketing has attracted attention as it is a marketing technique analyze consumer’s emotion using biological signal, which could genuinely understand consumers. From recent studies using the observation of brain wave (EEG), there are changes in emotional patterns (among the four emotions: Happy, Angry, Sad, Relax) according to the satisfaction on taste. In this work, we investigate the biological signals (EEG and ECG) under the stimulation of basic tastes: sweetness, saltiness, sourness, bitterness and savory taste (umami), while taking into account individual preference in the evaluation. In the experiment, all subjects were test cognitive detection threshold before proceeding to the main experiment. The level of concentration that yields a just-noticeable threshold taste was used as the cognitive threshold for each subject for EEG and ECG data collection. The biological signals were used to classify emotion and compare with subjective evaluation. The experiment results proved that human emotion is effected by the taste stimuli.

Original languageEnglish
Title of host publicationAugmented Cognition. Theoretical and Technological Approaches - 14th International Conference, AC 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
EditorsDylan D. Schmorrow, Cali M. Fidopiastis
PublisherSpringer
Pages40-49
Number of pages10
ISBN (Print)9783030503529
DOIs
Publication statusPublished - 2020
Event14th International Conference on Augmented Cognition, AC 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020 - Copenhagen, Denmark
Duration: 2020 Jul 192020 Jul 24

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume12196 LNAI
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference14th International Conference on Augmented Cognition, AC 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
CountryDenmark
CityCopenhagen
Period20/7/1920/7/24

Keywords

  • Biological signals
  • Consumer behavior
  • Emotion classification
  • Neuromarketing
  • Taste

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

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  • Cite this

    Hayashi, M., Sripian, P., Rajagopalan, U. M., Zhang, R., & Sugaya, M. (2020). Investigation of Biological Signals Under the Stimulation of Basic Tastes. In D. D. Schmorrow, & C. M. Fidopiastis (Eds.), Augmented Cognition. Theoretical and Technological Approaches - 14th International Conference, AC 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings (pp. 40-49). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 12196 LNAI). Springer. https://doi.org/10.1007/978-3-030-50353-6_3