Analysis of Brain Response to Local Tea Brands- Neuro-Marketing Approach

Document Type : Research Paper

Authors

1 Assistant Professor of Industrial Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran

2 Department of Public Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran

3 Intelligent Systems and Cognitive Science Research Center, Qazvin Branch, Islamic Azad University, Qazvin, Iran

Abstract

Considering the importance of local products branding in international competition, this research aims to investigate whether activity of the brain regions related to decision making and judgment (Fp1, Fp2 regions) has stronger relationship with introducing the brand of a local tea or with its taste. To this aim, the brain waves of alpha and beta, for 10 people in three conditions of awareness taste of unfamiliar tea brand, unawareness taste of favorite tea brand and awareness taste of the favorite tea brand were examined. According to the results, there is a significant relationship between brain activity in Fp1 region when tasting favorable tea with brand awareness and unawareness. There is also a significant relationship between brain activities in Fp1 and Fp2 regions when tasting unfamiliar tea brand and favorite tea with awareness of brand. The results indicate that both taste and brand of favorite tea affect brain activity, but the brand, more than taste, increases the brain's activity in the regions of decision making and judgment.

Keywords

Main Subjects

References

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