Study of Electroencephalography for Enhanced Understanding of Consumer Preference | Chapter 12 | New Ideas Concerning Science and Technology Vol. 8

Consumer response to food items has traditionally been measured using consumer recorded thoughts or questionnaires, which may be subject to cognitive bias. Food decisions are informed by a diverse collection of thoughts, feelings, behaviours, and beliefs that are difficult to determine simply by polling consumers. Electroencephalography (EEG) is an electrophysiological tool that can provide tacit and detailed data for an unbiased approach. Consumers' perceptive, attentive, and emotional processes against foods are recorded and explained using electroencephalography (EEG). To further this understanding, the field of "neuromarketing," which employs neuroscientific techniques to research consumer behaviour, has recently gained popularity. In a stimulated human, the asymmetry of the EEG signal between the right and left hemispheres of the brain can be used to assess the acceptability of stimuli. EEG allows advertisers to compare customer responses to various marketing stimuli and effect moments associated with a specific product or brand in order to better place the product in the market.

Author (s) Details

B. Neeharika
PGRC, PJTSAU Rajendranagar, Hyderabad – 500 030, India.

W. Jessie Suneetha
Krishi Vigyan Kendra, PJTSAU, Wyra 507165, Khammam Dt., India.

B. Anila Kumari
PGRC, PJTSAU Rajendranagar, Hyderabad – 500 030, India.

M. Tejashree
College of Agriculture, PJTSAU, Rajendranagar, Hyderabad – 500 030, India.

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