Customer perception of souvenir clothing ethnic ornaments: Results of using neuromarketing technologies and artificial intelligence

Abstract

Given consumer adaptability to the established marketing incentives, there emerges a need to improve the methods for promoting textile products. The use of neurotechnology allows determining potential ‘anchors’, such as ethnic ornaments, that can be associated with souvenir products. The article focuses on identifying neuromarketing metrics of consumer perception of souvenir clothing ethnic ornaments based on artificial intelligence technology. The foundation of the study resides in the provisions of sensory marketing. General marketing and special neuromarketing research methods were applied. The empirical data are obtained from electroencephalographic (EEG) experiments, a focus group survey (12 respondents), and a preliminary sample interview (90 respondents) conducted in January–February, 2024. We propose biometry-based approaches to neuromarketing consumer evaluation of ethnic patterns for souvenir clothing and reveal customer reactions to different types of ethnic clothing patterns. The strongest emotional responses to particular ornaments are identified based on the EEG test and verbal questioning of the experimental group. The collected data were processed using artificial intelligence to create modern textile designs for souvenir clothing. The results of the study contribute to the understanding of scent neurostimulation’s impact on the perception of clothing elements, as well as the capabilities of artificial intelligence in providing reasoned marketing solutions.