Analysis And Evaluation Of Consumers’ Cognitive Responses To Visual And Gustatory Stimuli For Neuromarketing Application

Abstract

Neuromarketing merges viewpoints of marketing, neuroscience, economics, choice hypothesis that are required to analyze the psychology of consumers’ preference to product development. The traditional methods involve product ratings, conducting questionnaire surveys that stumble upon verbal declarations provided by the vendees. Consumer Neuroscience describes the emotional, cognitive aspects that form the base of human decision making. Our study aims to utilize the neuroscientific information that distinguishes contrasts between healthy subjects’ EEG signals for examining the brain activity during visual and gustatory stimuli of different flavours of a beverage brand. The EEG montage assigned according to brain-region-specific localization draws out the subjects’ true elicited subconscious response regardless of whether the subject attempts to control his/her affective state. The results showed the activation of theta and delta bands of EEG signals during the given stimuli. These elicited signal variations can be used to identify the best favoured item for successful product dispatch and reduction in loss. Another major application is directed towards the customization of liquid food intake of locked-in, comatose, vegetative state patients by observing their brain response to the various fluid intake and determining the best response among them. This aids physicians to put the patients on a path to recovery.