The application of neuroimaging methods to marketing has recently gained lots of attention. In analyzing consumer behaviors, the inclusion of neuroimaging tools and methods is improving our understanding of consumer’s preferences. Human emotions play a significant role in decision making and critical thinking. Emotion classification using EEG data and machine learning techniques has been on the rise in the recent past. We evaluate different feature extraction techniques, feature selection techniques and propose the optimal set of features and electrodes for emotion recognition.Affective neuroscience research can help in detecting emotions when a consumer responds to an advertisement. Successful emotional elicitation is a verification of the effectiveness of an advertisement. EEG provides a cost effective alternative to measure advertisement effectiveness while eliminating several drawbacks of the existing market research tools which depend on self-reporting. We used Graph theoretical principles to differentiate brain connectivity graphs when a consumer likes a logo versus a consumer disliking a logo. The fusion of EEG and sentiment analysis can be a real game changer and this combination has the power and potential to provide innovative tools for market research.

Emotion processing is thought to be impaired in autism and linked to atypical visual exploration and arousal modulation to others faces and gaze, yet evidence is equivocal. We propose that, where observed, atypical socioemotional processing is due to alexithymia, a distinct but frequently co-occurring condition which affects emotional self-awareness and Interoception. In study 1 (N = 80), we tested this hypothesis by studying the spatio-temporal dynamics and entropy of eye-gaze during emotion processing tasks. Evidence from traditional and novel methods revealed that atypical eye-gaze and emotion recognition is best predicted by alexithymia in both autistic and non-autistic individuals. In Study 2 (N = 70), we assessed interoceptive and autonomic signals implicated in socioemotional processing, and found evidence for alexithymia (not autism) driven effects on gaze and arousal modulation to emotions. We also conducted two large-scale studies (N = 1300), using confirmatory factor-analytic and network modelling and found evidence that Alexithymia and Autism are distinct at both a latent level and their intercorrelations. We argue that: 1) models of socioemotional processing in autism should conceptualise difficulties as intrinsic to alexithymia, and 2) assessment of alexithymia is crucial for diagnosis and personalised interventions in autism.