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The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests

Received: 20 October 2017     Accepted: 8 November 2017     Published: 20 December 2017
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Abstract

The main objective of this pilot study was to try to prove by a test of consumer neuroscience, if the activity in the frontal cortex and its asymmetry, could predict the choice of purchasing a product or a service. An exploratory research was performed with 21 subjects, skilled (10 women and 11 men) were collected. Aged between 18 and 53 years, all were in good health at the time of enrollment and had normal psychiatric and neurological examination. The subjects should observe some stimuli of marketing (brands) and choose one to buy it without expressing it orally. The asymmetry of the brain, where the left hemisphere in the frontal region increased activity, affected the positive decision-making (choice of a brand for our study), vs lower activity in the frontal region of the right hemisphere. It could also pose a plausible hypothesis about the "power" brand in the decision-making choice and purchase. Because 95% of the subjects chose well-known brands and found that the trend of dominance of the left hemisphere over the right and the oral statements by the participants in the test. In addition, the Electroencephalogram (EEG) was a very useful tool to test consumer neuroscience.

Published in International Journal of Economic Behavior and Organization (Volume 5, Issue 6)
DOI 10.11648/j.ijebo.20170506.14
Page(s) 143-148
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2017. Published by Science Publishing Group

Keywords

Consumer Neuroscience, Neuromarketing, Electroencephalography

References
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[16] Perrachione J, & Perrachione T (2008): Brains and brands: Developing mutually informative research in neuroscience and marketing. Journal of Consumer Behavior, 7, 303-318.
[17] Plassmann, H., Kenning, P., Kiiggel, M., and Schwindt, W. (2008): How choice ambiguity modulates activity in brain areas representing brand preference: evidence from consumer neuroscience. Journal of Consumer Behavior, 7: 360-36.
[18] Quesada-Martínez, M. E., Díaz-Pérez, G. F., Herrera-Ramos, A., Tamayo-Porras, M., Rubio-López, R. (2007). Características del electroencefalograma cuantitativo y trastornos cognitivos en pacientes alcohólicos [Quantitative Characteristics of electroencephalography and cognitive in alcoholics pacients]. Revista de Neurología, 44, 2, 81-88.
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  • APA Style

    Cesar A. Salazar Olarte. (2017). The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests. International Journal of Economic Behavior and Organization, 5(6), 143-148. https://doi.org/10.11648/j.ijebo.20170506.14

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    ACS Style

    Cesar A. Salazar Olarte. The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests. Int. J. Econ. Behav. Organ. 2017, 5(6), 143-148. doi: 10.11648/j.ijebo.20170506.14

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    AMA Style

    Cesar A. Salazar Olarte. The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests. Int J Econ Behav Organ. 2017;5(6):143-148. doi: 10.11648/j.ijebo.20170506.14

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  • @article{10.11648/j.ijebo.20170506.14,
      author = {Cesar A. Salazar Olarte},
      title = {The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests},
      journal = {International Journal of Economic Behavior and Organization},
      volume = {5},
      number = {6},
      pages = {143-148},
      doi = {10.11648/j.ijebo.20170506.14},
      url = {https://doi.org/10.11648/j.ijebo.20170506.14},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20170506.14},
      abstract = {The main objective of this pilot study was to try to prove by a test of consumer neuroscience, if the activity in the frontal cortex and its asymmetry, could predict the choice of purchasing a product or a service. An exploratory research was performed with 21 subjects, skilled (10 women and 11 men) were collected. Aged between 18 and 53 years, all were in good health at the time of enrollment and had normal psychiatric and neurological examination. The subjects should observe some stimuli of marketing (brands) and choose one to buy it without expressing it orally. The asymmetry of the brain, where the left hemisphere in the frontal region increased activity, affected the positive decision-making (choice of a brand for our study), vs lower activity in the frontal region of the right hemisphere. It could also pose a plausible hypothesis about the "power" brand in the decision-making choice and purchase. Because 95% of the subjects chose well-known brands and found that the trend of dominance of the left hemisphere over the right and the oral statements by the participants in the test. In addition, the Electroencephalogram (EEG) was a very useful tool to test consumer neuroscience.},
     year = {2017}
    }
    

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Author Information
  • Department of Business and Economics, University of Leon, Leon, Spain

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