Business

Decoding consumer purchase decisions: exploring the predictive power of EEG features in online shopping environments using machine learning

Z. Xu and S. Liu

This groundbreaking study, conducted by Zhiwei Xu and Siqi Liu, explores how machine learning and EEG data can accurately predict consumer purchasing decisions in online shopping. Using advanced algorithms, the research reveals the critical role of brain activity in shaping buying behavior.

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Playback language: English

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