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. 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.