The Study of Human Preference Based on Integrated Analysis of N1 and LPP Components
Journal:
arXiv
Published Date:
May 26, 2025
Abstract
Human preference research is a significant domain in psychology and
psychophysiology, with broad applications in psychiatric evaluation and daily
life quality enhancement. This study explores the neural mechanisms of human
preference judgments through the analysis of event-related potentials (ERPs),
specifically focusing on the early N1 component and the late positive potential
(LPP). Using a mixed-image dataset covering items such as hats, fruits, snacks,
scarves, drinks, and pets, we elicited a range of emotional responses from
participants while recording their brain activity via EEG. Our work
innovatively combines the N1 and LPP components to reveal distinct patterns
across different preference levels. The N1 component, particularly in frontal
regions, showed increased amplitude for preferred items, indicating heightened
early visual attention. Similarly, the LPP component exhibited larger
amplitudes for both preferred and non-preferred items, reflecting deeper
emotional engagement and cognitive evaluation. In addition, we introduced a
relationship model that integrates these ERP components to assess the intensity
and direction of preferences, providing a novel method for interpreting EEG
data in the context of emotional responses. These findings offer valuable
insights into the cognitive and emotional processes underlying human
preferences and present new possibilities for brain-computer interface
applications, personalized marketing, and product design.
