Abstract
This paper aims to investigate the evaluation and decision-making of product premium based on actual materials of product premium in the market. To this end, the management economics was integrated with neuroscience to create an evaluation and decision-making model. Then, the model was applied to examine the evaluation and decision-making of product premium based on the electroencephalography (EEG) testing technology. A total of four premium stimulants were selected for the analysis, namely beverage, food, garment and home appliance. Through the behavior data and EEG data of the recipients, it is concluded that the well-known and little-known products shared a similar linear relationship between the LPW amplitude induced by the initial stimulant and the target stimulant; the premium of beverage products was evaluated much faster than that of food and garment; there is a significant linear relationship between the acceptance rate and response time in product premium similarity evaluation. The research findings shed new light on the evaluation and decision-making product premium.
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