Emotion Recognition in E-Commerce Activities Using EEG-based Brain Computer Interface

Emotions play an important role in the daily life of human beings, from decision making to behavioral actions. A majority of our actions tend to be defined from our emotions and the way we feel instead of our thoughts, wisdom and the way we think. This paper investigates the common peoples' emotional perception and how these emotions are affected by typical e-commerce activities. In this paper, the experiment to be conducted in which the participants' emotions are derived from a Brain Computer Interface using electroencephalogram is explained. Participants' emotions are derived while they are interacting with an e-commerce site. The emotions are mapped onto different stages of the e-commerce activity phases to identify where and when a participant experiences positive emotion and negative emotion. Based on the EEG-based Brain Computer Interface, this paper also presents the possible contributions the project has towards improving business processes.