The Effect of Light on Reaction of Food Customers Based on Neuromarketing

The current research is conducted to investigate the effect of different lights on reaction of customers of unpackaged fresh food (fruit) using neuromarketing method. Considering research objective, it’s an applied study and regarding method it's experimental , because the control and manipulation of variables took place in the laboratory environment. The statistical population of the study includes food customers (fruit) of Rasht city which 10 out of them were selected as statistical sample using purposive sampling method. In data gathering phase, customers’ brain reactions were recorded using electroencephalogram applying OpenBCI processing software with a sampling rate of 512, in the range of 7-13 HZ and 13-30 HZ by two F3 and F4 electrodes, while for each one, 4 steps of 4-second frequency recording were performed. The results of testing hypotheses using Wilcoxon and Kruskal Wallis nonparametric tests in SPSS software showed that according to the values of F3’ alpha and beta (Positive emotions) and F4’ alpha and beta (negative emotions), there are no differences among green, yellow, and red colors in the choice of food. In comparison of average of F3’ alpha and beta and F4’alpha and beta, there were significant difference in each light and the left hemisphere of the brain more involved. So, positive and logical emotions are dominant.