DeePay: deep learning decodes EEG to predict consumer's willingness to pay for neuromarketing.

There is an increasing demand within consumer-neuroscience (or neuromarketing) for objective neural measures to quantify consumers' subjective valuations and predict responses to marketing campaigns. However, the properties of EEG raise difficulties for these aims: small datasets, high dimensionality, elaborate manual feature extraction, intrinsic noise, and between-subject variations. We aimed to overcome these limitations by combining unique techniques of Deep Learning Networks (DLNs), while providing interpretable results for neuroscientific and decision-making insight.