An fNIRS-based investigation of visual merchandising displays for fashion stores.
This paper investigates a brain-based approach for visual merchandising display (VMD) in fashion stores. In marketing, VMD has become a research topic of interest. However, VMD research using brain activation information is rare. We examine the hemodynamic responses (HRs) in the prefrontal cortex (P...
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doaj-42e9f43e88e5435588b2f41e95f80ad52021-03-03T21:03:20ZengPublic Library of Science (PLoS)PLoS ONE1932-62032018-01-011312e020884310.1371/journal.pone.0208843An fNIRS-based investigation of visual merchandising displays for fashion stores.Xiaolong LiuChang-Seok KimKeum-Shik HongThis paper investigates a brain-based approach for visual merchandising display (VMD) in fashion stores. In marketing, VMD has become a research topic of interest. However, VMD research using brain activation information is rare. We examine the hemodynamic responses (HRs) in the prefrontal cortex (PFC) using functional near-infrared spectroscopy (fNIRS) while positive/negative displays of four stores (menswear, womenswear, underwear, and sportswear) are shown to 20 subjects. As features for classifying the HRs, the mean, variance, peak, skewness, kurtosis, t-value, and slope of the signals for a 20-sec time window for the activated channels are analyzed. Linear discriminant analysis is used for classifying two-class (positive and negative displays) and four-class (four fashion stores) models. PFC brain activation maps based on t-values depicting the data from the 16 channels are provided. In the two-class classification, the underwear store had the highest average classification result of 67.04%, whereas the menswear store had the lowest value of 64.15%. Men's classification accuracy for the underwear stores with positive and negative displays was 71.38%, whereas the highest classification accuracy obtained by women for womenswear stores was 73%. The average accuracy over the 20 subjects for positive displays was 50.68%, while that of negative displays was 51.07%. Therefore, these findings suggest that human brain activation is involved in the evaluation of the fashion store displays. It is concluded that fNIRS can be used as a brain-based tool in the evaluation of fashion stores in a daily life environment.https://doi.org/10.1371/journal.pone.0208843 |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Xiaolong Liu Chang-Seok Kim Keum-Shik Hong |
spellingShingle |
Xiaolong Liu Chang-Seok Kim Keum-Shik Hong An fNIRS-based investigation of visual merchandising displays for fashion stores. PLoS ONE |
author_facet |
Xiaolong Liu Chang-Seok Kim Keum-Shik Hong |
author_sort |
Xiaolong Liu |
title |
An fNIRS-based investigation of visual merchandising displays for fashion stores. |
title_short |
An fNIRS-based investigation of visual merchandising displays for fashion stores. |
title_full |
An fNIRS-based investigation of visual merchandising displays for fashion stores. |
title_fullStr |
An fNIRS-based investigation of visual merchandising displays for fashion stores. |
title_full_unstemmed |
An fNIRS-based investigation of visual merchandising displays for fashion stores. |
title_sort |
fnirs-based investigation of visual merchandising displays for fashion stores. |
publisher |
Public Library of Science (PLoS) |
series |
PLoS ONE |
issn |
1932-6203 |
publishDate |
2018-01-01 |
description |
This paper investigates a brain-based approach for visual merchandising display (VMD) in fashion stores. In marketing, VMD has become a research topic of interest. However, VMD research using brain activation information is rare. We examine the hemodynamic responses (HRs) in the prefrontal cortex (PFC) using functional near-infrared spectroscopy (fNIRS) while positive/negative displays of four stores (menswear, womenswear, underwear, and sportswear) are shown to 20 subjects. As features for classifying the HRs, the mean, variance, peak, skewness, kurtosis, t-value, and slope of the signals for a 20-sec time window for the activated channels are analyzed. Linear discriminant analysis is used for classifying two-class (positive and negative displays) and four-class (four fashion stores) models. PFC brain activation maps based on t-values depicting the data from the 16 channels are provided. In the two-class classification, the underwear store had the highest average classification result of 67.04%, whereas the menswear store had the lowest value of 64.15%. Men's classification accuracy for the underwear stores with positive and negative displays was 71.38%, whereas the highest classification accuracy obtained by women for womenswear stores was 73%. The average accuracy over the 20 subjects for positive displays was 50.68%, while that of negative displays was 51.07%. Therefore, these findings suggest that human brain activation is involved in the evaluation of the fashion store displays. It is concluded that fNIRS can be used as a brain-based tool in the evaluation of fashion stores in a daily life environment. |
url |
https://doi.org/10.1371/journal.pone.0208843 |
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