Understanding consumer physiological and emotional responses to food products using electroencephalography (EEG)

Songsamoe, Sumethee; Saengwong-ngam, Ravinun; Koomhin, Phanit; Matan, Narumol

doi:10.1016/j.tifs.2019.09.018

Cited by 56 publications

(38 citation statements)

References 43 publications

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“…The food characteristics and the consumer experiences in the moment of ingestion are not the only factors that influence consumer's food choice. Other factors, as the particular opinion of the consumer about nutritional characteristics or composition of the product, safety, its trade or price have a significant influence at the time of the purchase decision (Lin et al, 2019;Songsamoe et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Consumer perception of Petit-Suisse cheese: identifying market opportunities for the Brazilian dairy industry

et al. 2020

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The dairy market is hugely competitive, with dairy industries always looking for new products to reach the consumer. Projective techniques, such as the Completion task, are great allies in this process, as they identify consumer needs and expectations, which helps in developing brand new, more competitive products. Petit-Suisse cheese is a product which is well established in the Brazilian dairy market; however, its consumption is restricted to children and has few sales variations. The objective of the present work was to investigate the consumers' perception about Petit-Suisse and to identify possibilities of market expansion for this product category, through the technique of Completion task. According to the participants, Petit-Suisse is a widely accepted product, and its recognition was strongly related to the brand. Besides, although considered a product intended primarily for children, as a snack option, there is a substantial market possibility for the consumption of this product by other groups. Completion task made it possible to identify that there are different aspects of Petit-Suisse cheese, like flavor, composition and functional appeal that can still be explored by the dairy industry in making more competitive products on the market.

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Section: Introductionmentioning

confidence: 99%

Consumer perception of Petit-Suisse cheese: identifying market opportunities for the Brazilian dairy industry

et al. 2020

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“…Many studies have focussed on the benefits of neuroscience tools in marketing (Vecchiato et al, 2011 ; Bercea, 2013 ; Hsu and Yoon, 2015 ; Ramsøy, 2015 ; Boz et al, 2017 ; Lee et al, 2017 ; Alvino, 2019 ; Songsamoe et al, 2019 ). Several studies also provide an overview of the most common neuroscience tools that could be used in consumer neuroscience tools, for instance EEG and fMRI.…”

Section: Introductionmentioning

confidence: 99%

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

et al. 2020

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The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

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“…EEG is an electrophysiological monitoring method used to record the electrical activity of the brain that can explain perceptive, attentive and emotional processes of consumer towards food. It measures voltage fluctuations resulting from ionic current in synaptic area of neurons detected by multiple electrodes or with passive or active biosensors connected to few electrodes placed on subject's scalp and forehead [11,12].…”

Section: ) Electroencephalography (Eeg)mentioning

confidence: 99%

“…and brain waves are recorded in real-time. The measured brain waves are analysed using specific signal processing method [12].…”

Section: General Procedures Of Eeg In Food Research Applicationmentioning

confidence: 99%

Electroencephalography for Enhanced Understanding of Consumer Preference

Neeharika

Suneetha²,

Kumari

2020

CJAST

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Conventional measurements used to study consumer response to food products may be subject to cognitive bias, as measurement data was consumer’s reported thoughts or through questionnaires. Therefore, for an unbiased approach electroencephalography (EEG), an electrophysiological method can provide implicit and extensive data. EEG uses electrical activity of brain to record and explain perceptive, attentive as well as emotional processes of consumer towards foods. The asymmetry of EEG signal between right and left hemispheres of anterior (frontal lobe) or posterior (parietal and occipital lobe) parts of brain can be used to determine acceptability of stimuli in a stimulated person. The accurate measurement through EEG enables marketers to compare consumer response to different marketing stimuli and impact moments associated with particular product or brand for better positioning of product in market.

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Understanding consumer physiological and emotional responses to food products using electroencephalography (EEG)

Cited by 56 publications

References 43 publications

Consumer perception of Petit-Suisse cheese: identifying market opportunities for the Brazilian dairy industry

Consumer perception of Petit-Suisse cheese: identifying market opportunities for the Brazilian dairy industry

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

Electroencephalography for Enhanced Understanding of Consumer Preference

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