Is that this the future of shopping online? High-tech headset monitors the brain’s unconscious response to various items while you browse (and it is proof clothing really CAN give you happiness)

All women will know about that hurry of excitement which comes when you place eyes around the perfect LBD or even pair of high heels.

But what in the event that technology might harness which instinctive rush of emotion that will help you make the right buy – with out so much like a click of a button?

The actual unstoppable increase of online buying means we’re  overwhelmed by option – searching for ‘black dress’ appears 35 zillion results — but more and more, retailers are utilizing neuroscience to predict the needs which help us filtration system through the variety options available from our disposal.

Eventually, online stores may even have the ability to automatically location items in to our shopping cart software based on the brain indicators.

eBay may be the latest buying giant in order to dabble in synthetic intelligence, using the web large currently considering how a consumer’s psychological reactions to different products inform their own purchases.

Right now, the site has joined with mind technology organization MyndPlay, using electroencephalogram (EEG) headphones to research the results of shopping around the brain.

Therefore can these types of clever headphones really help all of us shop wiser – and still, supply proof which clothes can actually make all of us happy? FEMAIL chose to find out.

A week ago, eBay presented the headphones for a pop-up artwork show together with Saatchi Art, along with shoppers becoming presented with the ‘tailored shopping basket’ later on based on their own likes and dislikes.

Therefore in a bet to see the way the ‘subconscious shopping experience’ perform in practice, MailOnline received the chance to check out the headphones exclusively in their London workplaces.

Femail writer Oneness Blott set out to observe which products she associated with the most — and how this particular compared to exactly what she’d usually choose whenever hitting the stores.

Femail test-runs the first unconscious shopping encounter

To get started, Myndplay creator Tre Azam hooks me personally up to a MyndBand EEG Brain wave Headset which will track my personal brain’s response to various items.

Utilizing an algorithm known as the ‘Neureka!’ or even ‘Joy’ protocol — developed by Doctor Jon Cowan – this monitors gamma regularity which is from the release of ‘pleasure hormone’ dopamine within my brain — with a increase indicating a specific item offers caught my attention.

The head set is connected to software known as Peak BrainHappiness on a single laptop, when i browse clothes on auction web sites on a 2nd.

We slim it right down to four groups – totes, coats, footwear and attire – and that i pick 3 items through each to think about, all listed within a practical budget associated with £50 to £200. Therefore can this smart software truly predict my own style?


To stop the test off we glance at totes – the silver carrier, a dark brown leather satchel along with a black consumer. They’re all an easy leather style and something I possibly could imagine transporting to work; absolutely nothing too luxurious.

Tre instructs me personally to spend a couple of seconds looking at each one of these as he wrist watches my brain’s response flash on a display.

He desires me to assume spotting the tote in a store, carrying this on my make and displaying it off in order to my friends.

The outcomes are clear — a huge increase for the dark brown satchel, while the additional two totes provoked the visibly underwhelming reaction.

It’s true that the actual chic suntan number spurred my curiosity more than others. Interestingly, the actual shiny gold number seemed to have captured my eye first and foremost – resulting in an initial increase – prior to dipping when i imagine personally carrying this in real life.


For the attire, I choose three designs that I would wear for various occasions — a smart red-colored work gown, an LBD for any night out along with a sequinned silver quantity that’s ideal for a wedding or even party.

The actual red gown provokes a good ambivalent reaction — perhaps visualizing the figure-hugging reduce would be ugly on me personally – and also the grey sequin quantity fared exactly the same.

But the dark dress, using its low-cut neckline as well as rib detail, sets off a huge drop – most likely because the zip-up quantity isn’t some thing I’d usually wear.


I go for three basic black designs – high heels, loafers and a pair of dark patent footwear I’ve experienced my eye upon for a while — curious to determine whether the software program would solitary the latter away as my personal favourites.

In spite of my much better judgement, the actual heels — arguably minimal comfortable choice of the three — provoke an enormous rush of pleasure when they expensive up on the actual screen.

By comparison, the boots I love so much arrive second, accompanied by the croc-effect loafers.

To ensure the results tend to be accurate, Tre informs me to look at the 3 again one at a time – as well as again the actual heels arise victorious. Perhaps my mental abilities are trying to let me know something.


I choose three various winter designs not different to products I have within my wardrobe — a dark leather motor biker, a camel layer and along with a parka with a cosy hood.

This particular category produces the most astonishing results of the 3, with the parka and it is sumptuous hair lining proving itself to be the obvious winner.

In the real world, I’d likely have picked the actual camel coat as it is the most traditional and flexible of the 3 – but my personal brain’s reaction indicates it’s the parka that will make me the actual happiest.


October 15, 2016

  • I am pretty sure online shopping is the future but if they keep giving the low quality products. That would be no to the online shopping that is common to be seen these days.

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