Effects of Colour towards Underwear Choice Based on Electroencephalography (EEG)

Abstract

The purpose of this paper is to investigate whether colours as stimuli can affect underwear choice based on consumers’ EEG recording as biological response to elicit preferences towards underwear products. The study employs applications of neuroscience methods to analyse the physiological choice process. Twenty underwear buyers were asked to evaluate several underwear colours (red, white, blue, brown, grey and black) by using wireless EEG headset with 6 channels to collect EEG signals from participants’ frontal, temporal and occipital brain areas that can give us a measure to estimate consumers’ choice. The result indicated there was a clear and significant change (p < 0.05) of EEG brain waves activities of right and left hemisphere in the frontal (F3 and F4), temporal (T7 and T8), and occipital (O1 and O2) brain areas when participants indicated their preferred colour. Additionally, based on the results female consumer prefers underwear which has red colour while male consumer prefers white colour. This research would essentially contribute in enriching marketing research method by using more advanced experimental designs rather than traditional marketing research methods.

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

“…The electroencephalograph (EEG), a non-invasive brainwave apparatus, is a nonconventional technique used in marketing research (Wang et al, 2016) that can appropriately measure consumers’ neural activities in the brain, for example, cognitive and affective states (Wang and Minor, 2008), to further predict their purchase decisions (Aprilianty and Purwanegara, 2016). It is considered to be the most portable and affordable method of detecting physiological signals (Nguyen et al, 2017), which is suitable for measuring the relationship between physiology and psychology (Xu and Zhong, 2018).…”

“…While making purchasing decisions, it has been argued that our ventromedial prefrontal cortex (VMPC) is responsible for interpreting the messages conveyed in the commercial advertisements (Koenigs and Tranel, 2007). Further studies (Hsu and Chen, 2019; Kawasaki and Yamaguchi, 2012; Khushaba et al, 2013) have addressed consumers’ cognitive and affective responses to marketing stimuli through the lens of brainwaves (Aprilianty and Purwanegara, 2016; Khushaba et al, 2013; Malik et al, 2018; Mostafa, 2012). This present study aims to extend our current understanding on subliminal stimuli towards how emoji facial expressions affect consumers’ neural activities in the brain, through examining changes in spectral bands of five brainwaves in the prefrontal lobe.…”

What can neuroscience offer marketing research?

“…The literature on EEG in a neuromarketing context is scarce (Bosshard et al, 2016), although some neuromarketing studies use EEG in conjunction with other measures. For example, Khushaba, Kodagoda, Takruri and Dissanayake (2012) used eye tracking with EEG to measure brain pathways involved in consumer decision making, while Aprilianty and Purwanegara (2016) assessed consumer preferences regarding underwear color using only EEG.…”

Rancang Bangun Purwarupa Perangkat Wearable Headset untuk Pengukuran Sinyal Listrik pada Otak

“…Biofeedback terhadap faktor atensi subjek dalam aktivitas kerja terhadap stimulus eksternal juga menjadi salah satu kajian dengan memanfaatkan evaluasi sinyal EEG [8]- [10]. Aplikasi pemanfaatan sinyal EEG dalam dunia nonmedis juga berkembang dalam bidang marketing, sehingga dikenal bidang penelitian neuromarketing [11], [12]. Selain itu, ada juga penelitian yang dilakukan untuk membangun model yang dapat menerjemahkan sinyal EEG untuk suatu perintah motorik spesifik dan digunakan menjadi masukan pada sistem tertentu, misalnya kursi roda dan computer game.…”

“…Selain itu, ada juga penelitian yang dilakukan untuk membangun model yang dapat menerjemahkan sinyal EEG untuk suatu perintah motorik spesifik dan digunakan menjadi masukan pada sistem tertentu, misalnya kursi roda dan computer game. Teknologi tersebut dikenal dengan brain computer interface [12]- [14].…”