KOREASCHOLAR

USING NEURAL RESPONSE (EEG) AND CONJOINT ANALYSIS TO UNDERSTAND THE EFFECT OF UNDERWEAR’S PRODUCT CUES ON CONSUMER CHOICE

Fitri Aprilianty, Mustika Sufiati Purwanegara
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271872
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1539-1547
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research studied the effect of underwear’s product cues (style, fabric and price) on consumer choice by using conjoint and consumer neural response (EEG). The results reveal that female prefers bikini style and silk fabrics while male likes brief and boxer. In addition, male more relies on price than female.

Keyword
Neural responseConsumer choiceUnderwearEEGProduct cues
Author
  • Fitri Aprilianty(Institute of Technology Bandung)
  • Mustika Sufiati Purwanegara(Institute of Technology Bandung)