Using Event-Related Potentials (ERP) to identify the purchase intention of a consumer for familiar brands

Abstract

Several neurological processes are undergoing on a conscious and subconscious level every time a consumer likes or dislikes a product. There is presently significant research in Consumer Neuroscience based on consumer behaviour and understanding of these processes. In this study, we have used Electroencephalography (EEG) and Event-Related Potentials (ERP) to capture consumer responses to highly familiar product images. EEG analysed from the 27 participants was used to extract P1, N1, P300, N400 and Late Posterior components. The analysis showed that the early ERP components viz., P1, N1 and P300 can differentiate between consumer liking and disliking of products. In contrast, the late ERP components N400 and Late Posterior components could not differentiate in the highly familiar product category. The results indicate that after continuous exposure, consumer preference towards highly-familiar products occurs as a part of automatic, unconscious mental processes irrespective of the product properties. Further research in this direction can test for the transference of consumer preference: from a conscious mental process to a subconscious mental process due to excessive and continuous product exposure and marketing repetition. Our study demonstrates that consumer behaviour in response to highly-familiar products can be classified using early ERP components only.