This study evaluates consumer preference from the perspective of neuroscience when a choice is made among a number of cars, one of which is an electric car. Consumer neuroscience contributes to a systematic understanding of the underlying information processing and cognitions involved in choosing or preferring a product. This study aims to evaluate whether neural measures, which were implicitly extracted from brain activities, can be reliable or consistent with self-reported measures such as preference or liking. In an EEG-based experiment, the participants viewed images of automobiles and their specifications. Emotional and attentional stimuli and the participants' responses, in the form of decisions made, were meticulously distinguished and analyzed via signal processing techniques, statistical tests, and brain mapping tools. Long-range temporal correlations (LRTCs) were also calculated to investigate whether the preference of a product could affect the dynamic of neuronal fluctuations. Statistically significant spatiotemporal dynamical differences were then evaluated between those who select an electric car (which seemingly demands specific memory and long-term attention) and participants who choose other cars. The results showed increased PSD and central-parietal and central-frontal coherences at the alpha frequency band for those who selected the electric car. In addition, the findings showed the emergence of LRTCs or the ability of this group to integrate information over extended periods. Furthermore, the result of clustering subjects into two groups, using statistically significant discriminative EEG measures, was associated with the self-report data. The obtained results highlighted the promising role of intrinsically extracted measures on consumers' buying behavior.
Copyright © 2022 Somayeh Raiesdana and Morteza Mousakhani.