Brain response to taste in faced brands of nutrition products

Subject Areas : Sustainable Development

mona danehvash ¹ , mahdi fadaei ² , danial saer samiei ³

1 - Master, Department of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran (Correspondence Officer)
2 - Assistant Professor, Rudbar Branch, Islamic Azad University, Rudbar, Iran
3 - Instructors, Qazvin Branch (Intelligent Systems and Cognitive Sciences Research Center), Islamic Azad University, Qazvin, Iran

Received: 2020-03-16 Accepted : 2020-06-08 Published : 2022-02-20

Keywords: Electroencephalography, Rand, neuromarketing,

Abstract :

Nowadays, a large amount of the budget paid by manufacturers is spent on product advertising. Recently, researchers have come up with solutions that allow manufacturers to directly analyze consumers' reactions to their products by analyzing brain signals. This technique is called "neuromarketing". The purpose of the present study was to compare the brain response of consumers to breakfast chocolate in the face of taste and brand. In this study through electroencephalographic equipment in 14 brain regions at the time of tasting breakfast chocolate by 35 subjects in three stages without brand awareness, brand awareness and false brands with correct brands and in each stage there were three brands. Sampling was performed on all frequency bands. The results showed that there was a significant difference between brain activity in regions AF3 and AF4 while tasting chocolate without brand awareness and tasting chocolate with brand awareness. As a result, both taste and brand influence brain activity, but the brand influence was much greater than where the taste of the two brands shifted, leading to erroneous beliefs by the subject.