ArticleFrontiers in behavioral neuroscience2018
Neuronal Correlates of Product Feature Attractiveness.
Article in Frontiers in behavioral neuroscience, 2018. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 6 papers, 1 of them a synthesis that pooled it.
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Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
6 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Neurophysiological approaches to exploring emotional responses to cosmetics: a systematic review of the literature.Frontiers in human neuroscience · 2024Pooled it
- Neurocognitive responses to spatial design behaviors and tools among interior architecture students: a pilot study.Scientific reports · 2024Article
- Neural processing of prototypicality and simplicity of product design in forming design preferences.PloS one · 2024Article
- A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research.Brain informatics · 2022Review
- High-risk neuroblastoma with NF1 loss of function is targetable using SHP2 inhibition.Cell reports · 2022Article
- Can Brain Waves Really Tell If a Product Will Be Purchased? Inferring Consumer Preferences From Single-Item Brain Potentials.Frontiers in integrative neuroscience · 2019Article
Corrections and comments
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Authors and funding
5 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Decision-making is the process of selecting a logical choice from among the available options and happens as a complex process in the human brain. It is based on information processing and cost-analysis; it involves psychological factors, specifically, emotions. In addition to cost factors personal preferences have significant influence on decision making. For marketing purposes, it is interesting to know how these emotions are related to product acquisition decision and how to improve these products according to the user's preferences. For our proof-of-concept study, we use magneto- and electro-encephalography (MEG, EEG) to evaluate the very early reactions in the brain related to the emotions. Recordings from these methods are comprehensive sources of information to investigate neural processes of the human brain with good spatial- and excellent temporal resolution. Those characteristics make these methods suitable to examine the neurologic process that gives origin to human behavior and specifically, decision making. Literature describes some neuronal correlates for individual preferences, like asymmetrical distribution of frequency specific activity in frontal and prefrontal areas, which are associated with emotional processing. Such correlates could be used to objectively evaluate the pleasantness of product appearance and branding (i.e., logo), thus avoiding subjective bias. This study evaluates the effects of different product features on brain activity and whether these methods could potentially be used for marketing and product design. We analyzed the influence of color and fit of sports shirts, as well as a brand logo on the brain activity, specifically in frontal asymmetric activation. Measurements were performed using MEG and EEG with 10 healthy subjects. Images of t-shirts with different characteristics were presented on a screen. We recorded the subjective evaluation by asking for a positive, negative or neutral rating. The results showed significantly different responses between positively and negatively rated shirts. While the influence of the presence of a logo was present in behavioral data, but not in the neurocognitive data, the influence of shirt fit and color could be reconstructed in both data sets. This method may enable evaluation of subjective product preference.
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