Modelling Peri-Perceptual Brain Processes in a Deep Learning Spiking Neural Network Architecture.

Authors:
Nikola Kasabov
Nikola Kasabov
Knowledge Engineering and Discovery Research Institute
Maryam Gholami Doborjeh
Maryam Gholami Doborjeh
Knowledge Engineering and Discovery Research Institute
Alexander Sumich
Alexander Sumich
School of Social Sciences
Irvine | United States

Sci Rep 2018 Jun 11;8(1):8912. Epub 2018 Jun 11.

Knowledge Engineering and Discovery Research Institute, Auckland University of Technology, AUT Tower, 7th floor, 2 Wakefield Street, Auckland, 1010, New Zealand.

Familiarity of marketing stimuli may affect consumer behaviour at a peri-perceptual processing level. The current study introduces a method for deep learning of electroencephalogram (EEG) data using a spiking neural network (SNN) approach that reveals the complexity of peri-perceptual processes of familiarity. The method is applied to data from 20 participants viewing familiar and unfamiliar logos. The results support the potential of SNN models as novel tools in the exploration of peri-perceptual mechanisms that respond differentially to familiar and unfamiliar stimuli. Specifically, the activation pattern of the time-locked response identified by the proposed SNN model at approximately 200 milliseconds post-stimulus suggests greater connectivity and more widespread dynamic spatio-temporal patterns for familiar than unfamiliar logos. The proposed SNN approach can be applied to study other peri-perceptual or perceptual brain processes in cognitive and computational neuroscience.

Abstract Video

Spiking neural networks recognize brain preferences to marketing stimuli before conscious perception


Source: Research Square

Download full-text PDF

Source
http://dx.doi.org/10.1038/s41598-018-27169-8DOI Listing
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC5995966PMC
June 2018
400 Reads

Article Mentions


Provided by Crossref Event Data
twitter
Twitter: JeffBlaskie
September 19, 2018, 8:28 pm EST
twitter
Twitter: MaryamDoborjeh
June 14, 2018, 6:39 pm EST
twitter
Twitter: CrookRumsey
June 13, 2018, 5:52 am EST
twitter
Twitter: LaVidaEnigma
June 13, 2018, 4:01 am EST
twitter
Twitter: ThePostsynaptic
June 13, 2018, 3:07 am EST
twitter
Twitter: ProfKasabov
June 12, 2018, 8:27 pm EST
twitter
Twitter: Uranus_2
June 11, 2018, 6:40 pm EST
twitter
Twitter: Kuro_unplugged
June 11, 2018, 5:34 am EST

Publication Analysis

Top Keywords

familiar unfamiliar
12
snn approach
8
unfamiliar logos
8
deep learning
8
brain processes
8
spiking neural
8
neural network
8
proposed snn
8
approach reveals
4
time-locked response
4
reveals complexity
4
familiarity method
4
processes familiarity
4
peri-perceptual processes
4
complexity peri-perceptual
4
pattern time-locked
4
response identified
4
identified proposed
4
electroencephalogram eeg
4
learning electroencephalogram
4

References

(Supplied by CrossRef)
Article in Revue d'économie politique
S Charron et al.
Revue d'économie politique 2008
Article in African Journal of Business Management.
OZ Touhami et al.
African Journal of Business Management. 2011
Article in International Journal of Psychophysiology.
N Lee et al.
International Journal of Psychophysiology. 2007
Article in Nature Neuroscience.
M Brammer et al.
Nature Neuroscience. 2004
Article in Scientific reports.
RW Wang et al.
Scientific reports. 2016
Article in Frontiers in neuroscience.
Q Shang et al.
Frontiers in neuroscience. 2017
Article in Neuron.
S McClure et al.
Neuron. 2004
Article in Journal of marketing.
C Whan Park et al.
Journal of marketing. 2010
Article in Journal of Brand Management.
N Martin et al.
Journal of Brand Management. 2011
Article in Journal of Consumer Research.
JA Bargh et al.
Journal of Consumer Research. 2002
Article in Perspectives on Psychological Science.
A Dijksterhui et al.
Perspectives on Psychological Science. 2006

Similar Publications