Electroencephalography for Enhanced Understanding of Consumer Preference

Neeharika, B.; Suneetha, W. Jessie; Kumari, B. Anila

doi:10.9734/cjast/2020/v39i530545

Cited by 4 publications

(3 citation statements)

References 31 publications

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“…In their review, Neeharika et al. (2020) pointed out three main applications of EEG in food research—(1) emotional and behavioral response of the consumers toward sensory characteristics of foods; (2) understanding consumer choice, preferences, and buying decisions; and (3) understanding the effects of food consumption on the human brain. Some examples of food science research using EEG are provided here.…”

Section: Consumer Neuroscientific Methodsmentioning

confidence: 99%

Application of selected neuroscientific methods in consumer sensory analysis: A review

Adhikari

2023

Journal of Food Science

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Neuromarketing or consumer neuroscience is a relatively new market research subdiscipline that has gained popularity among consumer behavior scientists in the past two decades or so. It combines neurobiology with behavioral psychology to understand consumer behavior, more specifically about their decisions related to choices/preferences and purchase. The purpose of this review is to explore the potential of using neuroscientific methods for consumer sensory science research. By no means, this is an exhaustive review hindered by the fact that there are countless articles on neuromarketing and consumer neuroscience in the literature. The author has tried to show the applicability of neuroscientific methods in consumer sensory sciences, specifically electroencephalography and eye tracking, which could potentially "complement" the sensory methodologies to gain better consumer insight. Both these techniques are relatively inexpensive, portable, and minimally invasive techniques that are already being used by some sensory scientists. They could be incorporated with ease in the research portfolio of consumer sensory researchers who would like to use them to study consumer affect. It is recommended that the researchers use proper experimental design that takes into consideration the confounding variables as much as possible. The two methods mentioned before have been proven to be relatively reliable and repeatable. Lastly, these methods would also require ethical oversight because of the involvement of human subjects.

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Section: Consumer Neuroscientific Methodsmentioning

confidence: 99%

Application of selected neuroscientific methods in consumer sensory analysis: A review

Adhikari

2023

Journal of Food Science

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“…Consumers' evaluations of wine are often driven by reasons that they themselves do not fully understand (Neeharika et al, 2020;Pagan et al, 2021). Interaction with wine sets in motion physiological, psychological and even physical processes in the brain (Spence et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…Traditionally, consumer product evaluations have mostly relied on conscious, selfreported measures to gauge consumer experience. This may lead to contradictory and biased results (Neeharika et al, 2020) and undermine the implicit processes that underlie decision-making. Subconscious measures, by means of consumer neuroscience methodologies, offer an opportunity to deepen the understanding of these implicit consumerrelated processes (Hu et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques

Robertson

Ferreira

Reyneke

et al. 2021

IJWBR

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Purpose This methodological paper aims to demonstrate the potential benefits of using consumer neuroscientific methodologies to measure consumers’ subconscious responses when consuming wine during a taste experiment. By comparing conscious and subconscious evaluations during a tasting experience this study illustrates how this methodology offers a more nuanced understanding of the consumer evaluation of wine during a consumption experience. Design/methodology/approach The research made use of a single-case taste test experiment whereby a wine expert blind-tasted 20 white wine varietals. Throughout each tasting, subconscious responses were measured using electroencephalography (EEG), combined with conscious measures of stated preferences using a questionnaire. Findings Stark differences were observed between the results of the conscious and subconscious wine evaluation measures, underscoring the complex nature of consumer decision-making and preference development. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context. Originality/value This paper demonstrates the value of neuroscience techniques in identifying differences in the conscious and subconscious wine evaluation measures. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context.

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Human Taste-Perception: Brain Computer Interface (BCI) and Its Application as an Engineering Tool for Taste-Driven Sensory Studies

2022

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Electroencephalography for Enhanced Understanding of Consumer Preference

Cited by 4 publications

References 31 publications

Application of selected neuroscientific methods in consumer sensory analysis: A review

Application of selected neuroscientific methods in consumer sensory analysis: A review

I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques

Human Taste-Perception: Brain Computer Interface (BCI) and Its Application as an Engineering Tool for Taste-Driven Sensory Studies

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