Neural Localization of Brand Social Responsibility Using EEG
The purpose of this study was to investigate the neural effects of brand social responsibility (BSR) on consumer behavior. In the version of third marketing, consideration of the human spirit and its responsibility as a competitive strategy has been proposed.
Materials and Methods
The investigation method was an exploratory-laboratory. Electrocardiographic instruments were used to record brain signals through the EEG EPOC + 14 Electrode wireless device (emotive. co). After cleaning of signals by independent component analysis with EEGLAB software through the LORETA algorithm, the brain activity was localized. The study was performed on a population of a scent consumers. An advertise with the nature of the social responsibility of the brand was shown to the experimental group. Brand consumers were selected as the control group. This group was not aware of the social responsibility.
The results showed that the left hemisphere was mostly activated in the experimental group, whereas different regions in right hemisphere was activated in the control group.
This study suggested that the behavior triggered by sensory stimuli is due to the activation of both left-orientation and right-orientation of the brain. The localization of the brain activity (left or right) can be regulated in favor of a brand with respect to social responsibility.
Article Type:
Research/Original Article
The Neuroscience Journal of Shefaye Khatam, Volume:7 Issue:3, 2019
42 - 50  
روش‌های دسترسی به متن این مطلب
اشتراک شخصی
در سایت عضو شوید و هزینه اشتراک یک‌ساله سایت به مبلغ 300,000ريال را پرداخت کنید. همزمان با برقراری دوره اشتراک بسته دانلود 100 مطلب نیز برای شما فعال خواهد شد!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی همه کاربران به متن مطالب خریداری نمایند!