Browsing by Author "Sadikzade, R."

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Citation - WoS: 5
Citation - Scopus: 7
Detection of Olfactory Stimulus in Electroencephalogram Signals Using Machine and Deep Learning Methods
(Istanbul University, 2024) Akbuğday, Burak; Akbugday, S.P.; Sadikzade, R.; Akan, A.; Unal, S.
The investigation of olfactory stimuli has become more prominent in the context of neuromarketing research over the last couple of years. Although a few studies suggest that olfactory stimuli are linked with consumer behavior and can be observed in various ways, such as via electroencephalogram (EEG), a universal method for the detection of olfactory stimuli has not been established yet. In this study, 14-channel EEG signals acquired from participants while they were presented with 2 identical boxes, scented and unscented, were processed to extract several linear and nonlinear features. Two approaches are presented for the classification of scented and unscented cases: i) using machine learning (ML) methods utilizing extracted features; ii) using deep learning (DL) methods utilizing relative sub-band power topographic heat map images. Experimental results suggest that the olfactory stimulus can be successfully detected with up to 92% accuracy by the proposed method. Furthermore, it is shown that topographic heat maps can accurately depict the response of the brain to olfactory stimuli. © 2024 Istanbul University. All rights reserved.
Citation - Scopus: 4
Neuromarketing Concepts in Food Studies
(Institute of Electrical and Electronics Engineers Inc., 2023) Turhan, Kamile Nazan; Gürkaynak, Nilgün; Sadikzade, R.
Food marketing is an application field with extensive repercussions. Consumer neuroscience is an emerging sub-field that is gaining popularity, providing better insights about the consumer's brain and behavior. To have a better understanding about consumer's physiological and emotional response to food products, methods such as EEG, fMRI, eye tracking and GSR help to measure the customers' brain activities against food product design and food service. The EEG technique records brainwave patterns during stimulation which could be pictures, odour, sound and taste. The aim of this study is to review the principles and application of EEG in food research and identify future research areas to optimize food marketing strategies. © 2023 IEEE.