The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests

Cesar A. Salazar Olarte

doi:doi:10.11648/j.ijebo.20170506.14

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The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests

Cesar A. Salazar Olarte

Published in International Journal of Economic Behavior and Organization (Volume 5, Issue 6)

Received: 20 October 2017 Accepted: 8 November 2017 Published: 20 December 2017

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Abstract

The main objective of this pilot study was to try to prove by a test of consumer neuroscience, if the activity in the frontal cortex and its asymmetry, could predict the choice of purchasing a product or a service. An exploratory research was performed with 21 subjects, skilled (10 women and 11 men) were collected. Aged between 18 and 53 years, all were in good health at the time of enrollment and had normal psychiatric and neurological examination. The subjects should observe some stimuli of marketing (brands) and choose one to buy it without expressing it orally. The asymmetry of the brain, where the left hemisphere in the frontal region increased activity, affected the positive decision-making (choice of a brand for our study), vs lower activity in the frontal region of the right hemisphere. It could also pose a plausible hypothesis about the "power" brand in the decision-making choice and purchase. Because 95% of the subjects chose well-known brands and found that the trend of dominance of the left hemisphere over the right and the oral statements by the participants in the test. In addition, the Electroencephalogram (EEG) was a very useful tool to test consumer neuroscience.

Published in	International Journal of Economic Behavior and Organization (Volume 5, Issue 6)
DOI	10.11648/j.ijebo.20170506.14
Page(s)	143-148
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Consumer Neuroscience, Neuromarketing, Electroencephalography

References

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APA Style

Cesar A. Salazar Olarte. (2017). The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests. International Journal of Economic Behavior and Organization, 5(6), 143-148. https://doi.org/10.11648/j.ijebo.20170506.14

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ACS Style

Cesar A. Salazar Olarte. The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests. Int. J. Econ. Behav. Organ. 2017, 5(6), 143-148. doi: 10.11648/j.ijebo.20170506.14

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AMA Style

Cesar A. Salazar Olarte. The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests. Int J Econ Behav Organ. 2017;5(6):143-148. doi: 10.11648/j.ijebo.20170506.14

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@article{10.11648/j.ijebo.20170506.14,
  author = {Cesar A. Salazar Olarte},
  title = {The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {5},
  number = {6},
  pages = {143-148},
  doi = {10.11648/j.ijebo.20170506.14},
  url = {https://doi.org/10.11648/j.ijebo.20170506.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20170506.14},
  abstract = {The main objective of this pilot study was to try to prove by a test of consumer neuroscience, if the activity in the frontal cortex and its asymmetry, could predict the choice of purchasing a product or a service. An exploratory research was performed with 21 subjects, skilled (10 women and 11 men) were collected. Aged between 18 and 53 years, all were in good health at the time of enrollment and had normal psychiatric and neurological examination. The subjects should observe some stimuli of marketing (brands) and choose one to buy it without expressing it orally. The asymmetry of the brain, where the left hemisphere in the frontal region increased activity, affected the positive decision-making (choice of a brand for our study), vs lower activity in the frontal region of the right hemisphere. It could also pose a plausible hypothesis about the "power" brand in the decision-making choice and purchase. Because 95% of the subjects chose well-known brands and found that the trend of dominance of the left hemisphere over the right and the oral statements by the participants in the test. In addition, the Electroencephalogram (EEG) was a very useful tool to test consumer neuroscience.},
 year = {2017}
}

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TY  - JOUR
T1  - The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests
AU  - Cesar A. Salazar Olarte
Y1  - 2017/12/20
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N1  - https://doi.org/10.11648/j.ijebo.20170506.14
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T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
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AB  - The main objective of this pilot study was to try to prove by a test of consumer neuroscience, if the activity in the frontal cortex and its asymmetry, could predict the choice of purchasing a product or a service. An exploratory research was performed with 21 subjects, skilled (10 women and 11 men) were collected. Aged between 18 and 53 years, all were in good health at the time of enrollment and had normal psychiatric and neurological examination. The subjects should observe some stimuli of marketing (brands) and choose one to buy it without expressing it orally. The asymmetry of the brain, where the left hemisphere in the frontal region increased activity, affected the positive decision-making (choice of a brand for our study), vs lower activity in the frontal region of the right hemisphere. It could also pose a plausible hypothesis about the "power" brand in the decision-making choice and purchase. Because 95% of the subjects chose well-known brands and found that the trend of dominance of the left hemisphere over the right and the oral statements by the participants in the test. In addition, the Electroencephalogram (EEG) was a very useful tool to test consumer neuroscience.
VL  - 5
IS  - 6
ER  -

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Author Information

Cesar A. Salazar Olarte

Department of Business and Economics, University of Leon, Leon, Spain

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APA Style

Cesar A. Salazar Olarte. (2017). The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests. International Journal of Economic Behavior and Organization, 5(6), 143-148. https://doi.org/10.11648/j.ijebo.20170506.14

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ACS Style

Cesar A. Salazar Olarte. The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests. Int. J. Econ. Behav. Organ. 2017, 5(6), 143-148. doi: 10.11648/j.ijebo.20170506.14

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AMA Style

Cesar A. Salazar Olarte. The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests. Int J Econ Behav Organ. 2017;5(6):143-148. doi: 10.11648/j.ijebo.20170506.14

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@article{10.11648/j.ijebo.20170506.14,
  author = {Cesar A. Salazar Olarte},
  title = {The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {5},
  number = {6},
  pages = {143-148},
  doi = {10.11648/j.ijebo.20170506.14},
  url = {https://doi.org/10.11648/j.ijebo.20170506.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20170506.14},
  abstract = {The main objective of this pilot study was to try to prove by a test of consumer neuroscience, if the activity in the frontal cortex and its asymmetry, could predict the choice of purchasing a product or a service. An exploratory research was performed with 21 subjects, skilled (10 women and 11 men) were collected. Aged between 18 and 53 years, all were in good health at the time of enrollment and had normal psychiatric and neurological examination. The subjects should observe some stimuli of marketing (brands) and choose one to buy it without expressing it orally. The asymmetry of the brain, where the left hemisphere in the frontal region increased activity, affected the positive decision-making (choice of a brand for our study), vs lower activity in the frontal region of the right hemisphere. It could also pose a plausible hypothesis about the "power" brand in the decision-making choice and purchase. Because 95% of the subjects chose well-known brands and found that the trend of dominance of the left hemisphere over the right and the oral statements by the participants in the test. In addition, the Electroencephalogram (EEG) was a very useful tool to test consumer neuroscience.},
 year = {2017}
}

Copy | Download

TY  - JOUR
T1  - The Asymmetry of the Brain and the Choice of Purchase: An Application of Electroencephalography–EEG Evidence on Consumer Neuroscience Tests
AU  - Cesar A. Salazar Olarte
Y1  - 2017/12/20
PY  - 2017
N1  - https://doi.org/10.11648/j.ijebo.20170506.14
DO  - 10.11648/j.ijebo.20170506.14
T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
SP  - 143
EP  - 148
PB  - Science Publishing Group
SN  - 2328-7616
UR  - https://doi.org/10.11648/j.ijebo.20170506.14
AB  - The main objective of this pilot study was to try to prove by a test of consumer neuroscience, if the activity in the frontal cortex and its asymmetry, could predict the choice of purchasing a product or a service. An exploratory research was performed with 21 subjects, skilled (10 women and 11 men) were collected. Aged between 18 and 53 years, all were in good health at the time of enrollment and had normal psychiatric and neurological examination. The subjects should observe some stimuli of marketing (brands) and choose one to buy it without expressing it orally. The asymmetry of the brain, where the left hemisphere in the frontal region increased activity, affected the positive decision-making (choice of a brand for our study), vs lower activity in the frontal region of the right hemisphere. It could also pose a plausible hypothesis about the "power" brand in the decision-making choice and purchase. Because 95% of the subjects chose well-known brands and found that the trend of dominance of the left hemisphere over the right and the oral statements by the participants in the test. In addition, the Electroencephalogram (EEG) was a very useful tool to test consumer neuroscience.
VL  - 5
IS  - 6
ER  -

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