EEG Frontal Asymmetry Predicts Product Purchase Differently for National Brands and Private Labels

Abstract

The results of the following study show that among various neurophysiological measures, only the frontal asymmetry index measured with electroencephalography was significant in predicting further purchase decisions. The decision to buy was also influenced by the brand type (national brand or private label). Data from 21 participants were recorded during exposure to 20 fast-moving consumer goods. The electroencephalographic signal from the frontal lobe (F3 and F4) served to calculate the frontal asymmetry index for alpha, beta, and gamma bands. Electromyographic electrodes were placed on the zygomaticus major and corrugator supercilii muscles, whereas the galvanic skin responses were gathered from the forefinger and ring finger of the nondominant hand. Eye tracking glasses were used to control for eye movements. After product exposure, participants filled in the Purchase Intentions Scale, which then served to assess the final binary decision. A logistic regression model was applied to determine which neurophysiological factors play a crucial role in predicting a purchase decision and whether the brand type is relevant. The prediction rate of the resulting model was 65.8%. The article describes the possible implications of these results.