Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making
In Asia, the most popular method of market research is survey and interview. The outcome rely on the consumers to express their hidden feelings on their preferences for the products. This presents a challenge to the marketers, researchers and advertisers to tease out the consumers’ hidden feelings...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IJTRD
2017
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/19093/ http://ir.unimas.my/id/eprint/19093/1/IJTRD8420%20%28abstrak%29.pdf |
| _version_ | 1848838641160290304 |
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| author | Fauzan, Norsiah Broto, Tri Prabowo Sophian, Muhammad Muhammad, Nurshafiqa |
| author_facet | Fauzan, Norsiah Broto, Tri Prabowo Sophian, Muhammad Muhammad, Nurshafiqa |
| author_sort | Fauzan, Norsiah |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | In Asia, the most popular method of market research is
survey and interview. The outcome rely on the consumers to express their hidden feelings on their preferences for the products. This presents a challenge to the marketers, researchers and advertisers to tease out the consumers’ hidden feelings from their conscious mind or to understand their preference and their real needs. With this challenge, this research intend to tap into
the consumers’ unconscious mind and the neural circuit at the Frontal temporal regions using quantitative
Electroencephalogram (QEEG). Six subjects volunteered for the recording of the brain wave during the decision making task. The reaction from this region reflect the subjects feelings (calmness, anxiety, anger, excitement and disgust). The findings revealed highest delta and theta band power at the frontal area Fp1 and Fp2 , temporal and occipital area while visualizing and
performing the decision making task to the marketing stimuli.Alpha dominant wave at the temporal region (T5, T6) reflecting excitement in response to the products shown . However, the results slightly differed in response to the second or third products, Delta were highest at Fp1 -Fp2, Alpha, beta1, beta2 and
Gamma were highest at T4, the information processing area
reflecting the judgment and decision making process in the given task |
| first_indexed | 2025-11-15T06:58:47Z |
| format | Article |
| id | unimas-19093 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:58:47Z |
| publishDate | 2017 |
| publisher | IJTRD |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-190932018-01-04T00:41:24Z http://ir.unimas.my/id/eprint/19093/ Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making Fauzan, Norsiah Broto, Tri Prabowo Sophian, Muhammad Muhammad, Nurshafiqa Q Science (General) QP Physiology In Asia, the most popular method of market research is survey and interview. The outcome rely on the consumers to express their hidden feelings on their preferences for the products. This presents a challenge to the marketers, researchers and advertisers to tease out the consumers’ hidden feelings from their conscious mind or to understand their preference and their real needs. With this challenge, this research intend to tap into the consumers’ unconscious mind and the neural circuit at the Frontal temporal regions using quantitative Electroencephalogram (QEEG). Six subjects volunteered for the recording of the brain wave during the decision making task. The reaction from this region reflect the subjects feelings (calmness, anxiety, anger, excitement and disgust). The findings revealed highest delta and theta band power at the frontal area Fp1 and Fp2 , temporal and occipital area while visualizing and performing the decision making task to the marketing stimuli.Alpha dominant wave at the temporal region (T5, T6) reflecting excitement in response to the products shown . However, the results slightly differed in response to the second or third products, Delta were highest at Fp1 -Fp2, Alpha, beta1, beta2 and Gamma were highest at T4, the information processing area reflecting the judgment and decision making process in the given task IJTRD 2017-06 Article PeerReviewed text en http://ir.unimas.my/id/eprint/19093/1/IJTRD8420%20%28abstrak%29.pdf Fauzan, Norsiah and Broto, Tri Prabowo and Sophian, Muhammad and Muhammad, Nurshafiqa (2017) Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making. International Journal of Trend in Research and Development, Volume 4(3),, 4 (3). pp. 116-118. ISSN 2394-9333 http://www.ijtrd.com |
| spellingShingle | Q Science (General) QP Physiology Fauzan, Norsiah Broto, Tri Prabowo Sophian, Muhammad Muhammad, Nurshafiqa Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making |
| title | Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making |
| title_full | Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making |
| title_fullStr | Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making |
| title_full_unstemmed | Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making |
| title_short | Neuromarketing: Physiological Response of Human Brain Using Quantitative Electroencephalogram (QEEG) in Consumers Decision Making |
| title_sort | neuromarketing: physiological response of human brain using quantitative electroencephalogram (qeeg) in consumers decision making |
| topic | Q Science (General) QP Physiology |
| url | http://ir.unimas.my/id/eprint/19093/ http://ir.unimas.my/id/eprint/19093/ http://ir.unimas.my/id/eprint/19093/1/IJTRD8420%20%28abstrak%29.pdf |