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:: Volume 21, Issue 5 (Nov-Dec 2016) ::
pajoohande 2016, 21(5): 255-262 Back to browse issues page
Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram Supervisor (EEG)
Fateme Shekohian * , Mohammad Jafar Tarokh
, f.shekohian2014@gmail.com
Abstract:   (3049 Views)
Background and Aim: This research has been conducted regarding the importance of marketing, the increasing process of using its stimuli and how the brain response is to these marketing stimuli with reference to applying electric electroencephalogram (EEG).
Materials and Methods: The research is experimental in terms of approach. The proposed method is based on counting the number of sinus waves at display time of goods and specifies the type of brain waves and active regions in a way that matching between wave types and active regions in brain provides us with valuable information by which we can review marketing stimuli and their effects on people.  To record brain signals, Scan IT Version 1.2 software was used.
Results: Future research indicates active regions of brain and their effects on choosing people in commercial goods. In this regard, brain waves were used as an evaluation method of brain activity.
Conclusion: According to the results, it seems that memories can be considered as the best stimulus.
Keywords: Neuro marketing, Electronic imaging, Customer attitudes, Neuro signals
Full-Text [PDF 598 kb]   (6090 Downloads)    
Type of Study: Original | Subject: Medicine
Received: 2017 | Accepted: 2017 | Published: 2017
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Shekohian F, Tarokh M J. Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram Supervisor (EEG). pajoohande 2016; 21 (5) :255-262
URL: http://pajoohande.sbmu.ac.ir/article-1-2289-en.html

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Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Volume 21, Issue 5 (Nov-Dec 2016) Back to browse issues page
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