CORRELATION BETWEEN CONSUMERS PREFERENCE AND EEG DATA ACROSS POPULATION LEVEL
CORRELATION BETWEEN CONSUMERS PREFERENCE AND EEG DATA ACROSS POPULATION LEVEL
Author(s): Michal PšurnýSubject(s): Social Sciences, Economy, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Consumer Behaviour; Consumer Neuroscience; Consumer Preference; Electroencephalography;
Summary/Abstract: There is a high demand for new and better methods to predict the success of marketing campaigns and products. One possible way is to use neuroscience data. This study deals with EEG technology in conjunction with predicting consumer preferences using electroencephalography (EEG). To 40 respondents were presented 10 products with different utility while EEG was measuring. The results show that there is a link between the measured EEG data and the actual preferences that were found using a binary choice task and questionnaire. Previous studies have shown that the early event-related potentials (ERPs) such as the N200 component can correlate with consumer preferences for products. At the population level, we obtained a correlation coefficient of 0.803, which proves the strong dependence between the preferential score and the value of the N200 ERP component.
Journal: Marketing Identity
- Issue Year: 8/2020
- Issue No: 1
- Page Range: 512-521
- Page Count: 10
- Language: English