EEG frontal asymmetry predicts product purchase differently for national brands and private labels.

Abstract

The results of the following study show that among various neurophysiological measures, only the frontal asymmetry index measured with electroencephalography was significant in predicting further purchase decisions. The decision to buy was also influenced by the brand type (national brand or private label). Data from 21 participants were recorded during exposure to 20 fast-moving consumer goods. The electroencephalographic signal from the frontal lobe (F3 and F4) served to calculate the frontal asymmetry index for alpha, beta, and gamma bands. Electromyographic electrodes were placed on the zygomaticus major and corrugator supercilii muscles, whereas the galvanic skin responses were gathered from the forefinger and ring finger of the nondominant hand. Eye tracking glasses were used to control for eye movements. After product exposure, participants filled in the Purchase Intentions Scale, which then served to assess the final binary decision. A logistic regression model was applied to determine which neurophysiological factors play a crucial role in predicting a purchase decision and whether the brand type is relevant. The prediction rate of the resulting model was 65.8%. The article describes the possible implications of these results.

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

“…Also, another model based on the activity of facial muscles was able to forecast purchase intentions with 78% accuracy [142], and from these results, it seems that the predictive power of facial expressions remains regardless of the software used to gather and analyse the data. For instance, Lewinski et al [143] used in their study FaceReader 5.0, provided by Noldus: also in this case, the usefulness of facial expression analysis in assessing the effectiveness of marketing video messages is confirmed [144]. In a similar way, FaceReader was applied to measure the intensity of human emotions in the static advertising context [145].…”

A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults

“…In turn, Gangadharbatla et al ( 2013 ) claimed no interaction between emotional arousal elicited by brands or further recall of them. In a comparative study on the predictive value of neuromarketing tools, Garczarek-Bąk and Disterheft ( 2018 ) suggested that the use of EDA does not translate into a better prediction of brand choice.…”

Scarcity Enhances Outcome Evaluation in the Present: Electroencephalography Evidence

“…The asymmetry scores obtained in the present results reflect greater relative left frontal cortical activity associated with the scarcity condition than the ordinary condition when delivering the reward now. Evidence from previous psychophysiology studies suggests greater left than right frontal cortical activation, indicating a motivation approach [ 34 , 50 , 60 , 62 ]. For the present study, the greater relative left frontal cortical activity associated with the scarcity condition suggests a greater readiness or approach orientation to Olympic commemorative bank notes.…”