Research on Consumers' Brain Activations by Means of Electroencephalography Method

Abstract

Marketers are excited about two main reasons that are concerned with neuroelectrical brain imaging. The first reason is that they expect neuroimaging will offer a more efficient exchange between cost and benefit. This expectation is based on the assumption that consumers don’t want to express their preferences explicitly or that it is not possible for them to do this when their preferences are asked; or that consumer' s brain, which is related to real preferences, contains confidential information. Such information is used in theory to influence purchasing behavior. Thus, the cost of performing neuroimaging studies against improved product design and increased sales benefit is outweigh. As the second reason, marketers expect that they will be able to obtain an accurate marketing research method that can be applied even before an existing product. The purpose of this study is to determine the rational influence activation of consumers and to emphasize the deficiency of using traditional method of questionnaire based solely on declaration to understand consumers. Accordingly, volunteer subjects watched an advertisement film and their brain activities were tried to be measured while they were watching the advertisement. This measurement was performed with a 10 channel EEG device. During the research, the emotional responses of participants and their brain activities were measured and EEG patterns were obtained. The obtained data were interpreted by academicians and EEG experts.