Using Electroencephalogram (EEG) to Understand The Effect of Price Perception on Consumer Preference
| Autor: | Fitri Aprilianty, Mustika Sufiati Purwanegara, Suprijanto |
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| Jazyk: | angličtina |
| Rok vydání: | 2016 |
| Předmět: | |
| Zdroj: | Asian Journal of Technology Management, Vol 9, Iss 1, Pp 58-65 (2016) |
| Druh dokumentu: | article |
| ISSN: | 1978-6956 2089-791X |
| DOI: | 10.12695/ajtm.2015.9.1.6 |
| Popis: | The research examines the influence of price as product cues on consumer’s perception and evaluation by using the application of electroencephalogram (EEG). This method can give objective information about consumer reactions towards product cues that will drive consumer’s choice. The main research objective was to observe and evaluate consumer’s brain activity in different brain regions while they were being exposed by several price levels (low, medium, high) of underwear as stimuli and focused mainly on liking/disliking the stimuli. The participants consist of 10 female and 10 male consumers within 18-24 years old, have normal vision, right handed, and considered as potential purchasers of underwear. The participant’s brain activity was collected using Emotiv EPOC neuroheadset (EEG) with international 10/20 system and was obtained in Beta frequency bands (13–30 Hz). The result indicated that there was a clear and significant change (p |
| Databáze: | Directory of Open Access Journals |
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