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In conventional marketing methods, tools such as surveys, interviews, and questionnaires are used to generate data. A mismatch between the consumer's answer and their real opinion, misunderstanding of the questions, and lack of knowledge or previous experience; will cause the study results to be biased. On the other hand, it is difficult to describe consumers' feelings about a product in precise sentences and words. Considering the possible shortcomings and weaknesses of measuring p buying behavior, neuromarketing and measuring involuntary reactions have been used in this study. This study aimed to investigate the effect of the order of presentation of samples from different brands on consumer preferences using electroencephalogram data.
The statistical population of this research is the consumers of Stirred yogurt dairy products, living in Sari City. In the current research, three famous dairy brands of the country (Kalleh, Heraz, and Mihan) were used. It is worth mentioning that due to the ethics of recovery, in this study, the brand names were introduced as A, B, and C. To verify the data taken from the brains of the volunteers who participated in this test in 1402, it was ensured that they had no history of mental, vision, or hearing abnormalities. The selection criteria of people by medical protocols included the presence of a sufficient amount of night sleep. No history of drug use, consumption of tea and caffeine at least 3 hours before the test, history of seizures, history of head trauma, and history of dairy allergy were considered as entry criteria. Also, despite the non-invasiveness of this method, a consent form was provided to the subjects to confirm their voluntary participation in the experiment. Before the start of the test, the health form was completed to determine healthy people to enter the test. In this study, QEEG was performed by a trained technician, and a trained psychiatric specialist performed data interpretation and extraction. To use the electroencephalogram device in an isolated space based on the international standard 10-20, the electrodes of the device were installed on the designated areas of the participants' heads. The data obtained from the device was transferred to the Neuroguide software to obtain the subjects' brain maps. Finally, after extracting quantitative data and using descriptive statistics such as averages, the research findings were analyzed using Excel software. In the present study, the alpha wave was evaluated in two sections f3 and f4, which were used in the basic and conscious states of the brand name when tasting the product. Then the positive and negative motivation of the subjects was checked by calculating the AW index and the most positive motivation and the least negative motivation were ranked as the best reaction along with the order of placing the brands in front of each subject as the order of the brand test in Excel software has been introduced. The AW index was calculated through the relationship AW =
.
The research data was obtained from the output of alpha brain frequencies in two sections f3 and f4 of the electroencephalogram device. Considering that each person is placed in front of three brands, therefore each person has three data and a total of 120 data were used in the research.
In this study, the highest priority for two brands A and B is when the second container in front of the subjects in the order of containers are these two brands. In Brand C, the highest priority is when the desired dish is the first choice of the subject. It should be mentioned that the average rating of brand A in the first order is 1.7. For brand B, the average rank in the first, second, and third orders was 2. The average rating of brand C is 1.8 in the first order. In general, it can be said that the order of sample presentation to the candidate does not affect his preferences. However, it is possible that this effect does not have the same results for different brands. Also, to test the difference in the expected preference of each brand E(Y), the restricted F statistic was used. Based on the statistical value obtained and the critical value of F at the level of 5%, it is significant. In other words, the expected preference of each brand is different from the other.
According to the law of diminishing marginal utility (if the consumption units are homogeneous), the order of unit consumption of a commodity has decreasing utility and preferences. In such a way that if there is no difference in the consumers' point of view of the tested product in different brands, the person will distinguish the first measure (unit) as more delicious than the second one and the second one from the third one and…
In this study, by hiding the brand, the person's preferences between the measures were measured through the involuntary part of the brain, while the order of presentation of the brand was constantly changed without his knowledge. The results of the test showed that the law of diminishing utility was not true, which indicated the confirmation of the null hypothesis. This result can be caused by the heterogeneity of the brands in the taste test. However, the dummy variable of each brand has an intercept (P<0.05) and it causes the level of desirability and preferences to depend on the brand. Based on the results, it is suggested that during the taste test, the order of presentation of subjects in other studies should be done.
Taste test, Electroencephalogram, Neuromarketing, Brand.
The statistical population of this research is the consumers of Stirred yogurt dairy products, living in Sari City. In the current research, three famous dairy brands of the country (Kalleh, Heraz, and Mihan) were used. It is worth mentioning that due to the ethics of recovery, in this study, the brand names were introduced as A, B, and C. To verify the data taken from the brains of the volunteers who participated in this test in 1402, it was ensured that they had no history of mental, vision, or hearing abnormalities. The selection criteria of people by medical protocols included the presence of a sufficient amount of night sleep. No history of drug use, consumption of tea and caffeine at least 3 hours before the test, history of seizures, history of head trauma, and history of dairy allergy were considered as entry criteria. Also, despite the non-invasiveness of this method, a consent form was provided to the subjects to confirm their voluntary participation in the experiment. Before the start of the test, the health form was completed to determine healthy people to enter the test. In this study, QEEG was performed by a trained technician, and a trained psychiatric specialist performed data interpretation and extraction. To use the electroencephalogram device in an isolated space based on the international standard 10-20, the electrodes of the device were installed on the designated areas of the participants' heads. The data obtained from the device was transferred to the Neuroguide software to obtain the subjects' brain maps. Finally, after extracting quantitative data and using descriptive statistics such as averages, the research findings were analyzed using Excel software. In the present study, the alpha wave was evaluated in two sections f3 and f4, which were used in the basic and conscious states of the brand name when tasting the product. Then the positive and negative motivation of the subjects was checked by calculating the AW index and the most positive motivation and the least negative motivation were ranked as the best reaction along with the order of placing the brands in front of each subject as the order of the brand test in Excel software has been introduced. The AW index was calculated through the relationship AW =
.The research data was obtained from the output of alpha brain frequencies in two sections f3 and f4 of the electroencephalogram device. Considering that each person is placed in front of three brands, therefore each person has three data and a total of 120 data were used in the research.
In this study, the highest priority for two brands A and B is when the second container in front of the subjects in the order of containers are these two brands. In Brand C, the highest priority is when the desired dish is the first choice of the subject. It should be mentioned that the average rating of brand A in the first order is 1.7. For brand B, the average rank in the first, second, and third orders was 2. The average rating of brand C is 1.8 in the first order. In general, it can be said that the order of sample presentation to the candidate does not affect his preferences. However, it is possible that this effect does not have the same results for different brands. Also, to test the difference in the expected preference of each brand E(Y), the restricted F statistic was used. Based on the statistical value obtained and the critical value of F at the level of 5%, it is significant. In other words, the expected preference of each brand is different from the other.
According to the law of diminishing marginal utility (if the consumption units are homogeneous), the order of unit consumption of a commodity has decreasing utility and preferences. In such a way that if there is no difference in the consumers' point of view of the tested product in different brands, the person will distinguish the first measure (unit) as more delicious than the second one and the second one from the third one and…
In this study, by hiding the brand, the person's preferences between the measures were measured through the involuntary part of the brain, while the order of presentation of the brand was constantly changed without his knowledge. The results of the test showed that the law of diminishing utility was not true, which indicated the confirmation of the null hypothesis. This result can be caused by the heterogeneity of the brands in the taste test. However, the dummy variable of each brand has an intercept (P<0.05) and it causes the level of desirability and preferences to depend on the brand. Based on the results, it is suggested that during the taste test, the order of presentation of subjects in other studies should be done.
Taste test, Electroencephalogram, Neuromarketing, Brand.
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