Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making

• Main Authors: Fauzan, Norsiah, Broto, Tri Prabowo, Sophian, Muhammad, Muhammad, Nurshafiqa
• Format: E-Article
• Language: English
• Published: IJTRD 2017
• Subjects: Q Science (General); QP Physiology
• Online Access: http://ir.unimas.my/id/eprint/19093/1/IJTRD8420%20%28abstrak%29.pdf; http://ir.unimas.my/id/eprint/19093/; http://www.ijtrd.com
• Institution: Universiti Malaysia Sarawak

In Asia, the most popular method of market research is survey and interview. The outcome rely on the consumers to express their hidden feelings on their preferences for the products. This presents a challenge to the marketers, researchers and advertisers to tease out the consumers’ hidden feelings from their conscious mind or to understand their preference and their real needs. With this challenge, this research intend to tap into the consumers’ unconscious mind and the neural circuit at the Frontal temporal regions using quantitative Electroencephalogram (QEEG). Six subjects volunteered for the recording of the brain wave during the decision making task. The reaction from this region reflect the subjects feelings (calmness, anxiety, anger, excitement and disgust). The findings revealed highest delta and theta band power at the frontal area Fp1 and Fp2 , temporal and occipital area while visualizing and performing the decision making task to the marketing stimuli.Alpha dominant wave at the temporal region (T5, T6) reflecting excitement in response to the products shown . However, the results slightly differed in response to the second or third products, Delta were highest at Fp1 -Fp2, Alpha, beta1, beta2 and Gamma were highest at T4, the information processing area reflecting the judgment and decision making process in the given task